McKinsey’s iConsumer China 2015 survey tapped into the behaviors and desires of China’s 630 million Internet users, across different city tiers and throughout rural areas. The research shows robust growth in social commerce, a trend toward transforming physical retailers into mere ‘showrooms’, and mounting consumer enthusiasm for more online-to-offline (O2O) services.
Here are a few interesting statistics:
- 30 percent of consumer perform online mobile research while shopping in stores, of which, 16 percent bought products from that store while 45 percent bought the same products from other online stores
- 72 percent of respondents expressed interest in purchasing online and being able to return offline
- Consumers were eager to see more O2O offerings in entertainment, healthcare and housing/car services
- The most frequently purchased category online was packaged food, with an average of 34 purchases made per year