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Chinese Consumers Top Mobile Shopping League

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Chinese consumers top the global league tables when it comes to using smartphones for shopping, according to a survey by the consultancy, PwC.

The survey, of around 15,000 consumers worldwide found that nearly three-quarters of Chinese smartphone users had made a purchase with their handset, versus just a third of US smartphone users.

"China is more advanced in its use of mobile in the shopping experience than arguably anywhere else in the world," said Colin Light, PwC mainland China and Hong Kong digital consulting leader. "Yet few retailers are bringing a digital experience to the physical store. It is critical to bring the benefit of e-commerce, online-to-offline in a bricks-and-mortar environment."

The report urged retailers to integrate their online, mobile and physical retailing services into a single "omni-channel" platform.

The survey also found that Chinese consumers are heavier users of social media to assist in shopping decisions than any other country. That is despite government censorship of social media in the country, or it may be that knowing the "bad opinion" are censored, the consumer is more trusting of what is left.

Elsewhere, according to PwC, 69 percent of India's online shoppers make purchases using their mobile phones. As do 49 percent of South Africa's online shoppers.

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Tags: mobile commerce  China