Chinese online shoppers can be categorized into six types, the frequent women shoppers, the quality-conscience men shoppers, the young shoppers, the middle-age shoppers, the high-income shoppers, and the practical shoppers.
The frequent women shoppers: they shop online frequently. They usually buy clothes, mother-care and baby products, cosmetics and skincare products. Quality and varieties are their primary concerns.
The quality-conscience men shoppers: they usually spend more money on online shopping. They often buy 3C (computer, communication, and consumer electronics) products and lotteries. They don’t shop online at workplaces. Price and credit are their concerns.
The young shoppers: they buy cosmetics and skincare products. They buy online through searching keywords or clicking on links in social media. Young people between 26 to 45 y-o prefer online shopping at home.
The middle-age shoppers: they often buy clothes, small household appliances, and telecom products. Also, they love staying at home, shopping online using the web browser.
The high-income shoppers: they are rich and shop more frequently online with higher average spend. They often buy household appliances, jewelry, and furniture online. This group of shoppers often buy online in transport and prefer shopping by clicking via social media links.
The practical shoppers: they only buy clothes, shoes and telecom products online. They use fewer shopping apps.
Regional economic level influenced the development level of the online shopping market. The top five provinces with the highest online consumption located in the southeast coastal provinces where citizens got a higher income level than the average. Find out more here.
Online shoppers using 2 to 3 shopping apps accounted for 62.5%, and 4.9% use more than 5 apps.
Online shoppers using more shopping apps tend to spend more money. Shoppers who use more than 5 shopping apps are likely to spend above 10,000 yuan, and who use only 1 app tend to spend below 50 yuan. The sum of expense gathered between 50 to 500 yuan.
Domestic online shopping in China still accounted for most online shopping activities as only less than a quarter of shoppers bought cross-border products online according to a iResearch survey.
The number of shoppers who purchase goods directly through shopping apps or homepage has also increased. Shoppers who shop online with apps reached 64%.
Online shoppers’ shopping frequency is at one to four times a month. The number of shoppers who shop online 3 times a month accounted for 15.8%.
Shoppers using desktop computers prefer shopping at home (77.9% in 2014 and 74.6% in 2015), followed by “shopping at workplaces” (53.4% in 2014 and 43% in 2015).
Also read: 7 Habits of China Online Shoppers