China's under-25s are increasingly using mobile technology to shop online
Ordering up a storm Image: Faunng |
Data released by Taobao, China's largest B2B e-commerce site, shows that 20% of transactions on Single's Day in November were made from mobile devices, an increase of 560% from 2012.
Furthermore, nearly half of consumers under 25 made their purchases from a mobile device.
After the 24-hour shopping bonanza, Taobao reported that a total of 5.35bn yuan ($872m) of total transactions were made from mobile devices. Mobile e-commerce platforms can deliver increasingly targeted "push" notifications to their users, promoting further purchases.
Users from China's Post-90's generation were the most likely to shop from a mobile device. 46% of women and 37% of men under the age of 25 engaged in m-commerce on Single's Day. Data also showed m-commerce users were most likely to make purchases from the comfort of their own bed - during the hours of 4-7am mobile usage made up 63% of transactions, surpassing PCs.
M-commerce sites allow users to easily share purchases and exchange information with other netizens, increasing inter-connectivity during the shopping experience.
According to a recent NPD report, China is likely to make up 30% of the global smartphone market by 2017.