- China, South Korea Top Markets for Digital Buyers
Searching for shoppers online? Look in China and South Korea, where the percentage of internet users who make purchases digitally is the highest in the world, according to GlobalWebIndex data.
More than eight in 10 web users in both countries had made a recent digital purchase, the Q2 study found. By comparison, the level among those in the US was 77 percent
China’s market also showed a notable consistency across all age, gender and income groups, GlobalWebIndex found.
The data varies from some other sources, including eMarketer, which puts China’s digital buyer penetration level considerably lower, at 72.8per cent. Similarly, the China Internet Network Information Centre (CNNIC) estimate 68.5 percent.
That said, China is clearly a hotbed of digital commerce activity. A PwC study released in May found that consumers in the country were much more likely to be frequent digital buyers. For example, 45 percent of respondents said they shopped via mobile weekly, compared with the worldwide average of 11per cent. Just seven percent of the Chinese respondents said they never shopped via mobile, whereas the global response was 38 per cent.