IAB (Interactive Advertising Bureau) & IAB China recently partnered with Hypothesis to conduct a thought-leadership study on the current state of digital commerce in both countries. Findings from Understanding Digital Commerce in the US & China are getting media attention from BusinessWire, NFC, and others. Noteworthy findings from the survey of 1,000 online adults age 18+ in the US and China:
- Digital commerce is commonplace in both the U.S. and China, with 89% of Chinese and 84% of U.S. digital users ages 18+ having bought a product or service online within the last 12 months.
- However when it comes to mobile commerce, China is leading the way:
- 67% of Chinese digital users have made a purchase on mobile in the past12 months vs. 34% of U.S. digital users
- 24% of Chinese mobile shoppers purchase via mobile every day vs. 15% of U.S. mobile shoppers
- Chinese shoppers are more likely to research and compare prices digitally while within a physical store, with 38% saying they do so all or most of the time (vs. 23% of U.S. shoppers).
Security remains a top concern in both countries. Only 13% of Chinese and 30% of U.S. digital shoppers feeling completely safe when shopping online. Interestingly, American shoppers are more concerned about information safety and privacy, while Chinese shoppers fear product fraud and scams.
To view the full results of the “Understanding Digital Commerce in the U.S. and China” study, visit IAB Insights - Understanding Digital Commerce in US & China.