CNNIC reported that nearly 80% of Chinese netizens pay close attention to commercial information on social networking sites. In September, the average visits per user on a single day is 2.2 times, 11 minutes.
More than 40% of netizens are interested in items shared by their friends. Almost 40% of netizens will regard friends’ comments as references to help with their own shopping decisions. In addition, 37.2% of netizens will share their favorite items, brands and stores on SNS. More than 25% of them would complain on SNS if they had bad shopping experience.
Only 22.1% will not participate in any actions mentioned above. That is to say, approximately 80% of them keep an eye on commercial activities or commodity information on SNS, from which we can see SNS influence in online shopping.