IAB and IAB China released the results of “Understanding Digital Commerce in the U.S. and China,” a study which shows that digital commerce is strong in the world’s two largest economies. In addition, Chinese digital users engage in more shopping behaviors on smartphones and tablets than those in the United States.
According to the research conducted by consulting firm Hypothesis Group, both the U.S. and China have achieved near-full adoption of digital commerce, with 89 percent of Chinese digital users ages 18+ and 84 percent of U.S. digital users ages 18+ saying they had bought a product or service digitally over the previous 12 months. When it comes to mobile commerce, China is leading the way in several areas:
- 67% of Chinese digital users have made a mobile purchase over the previous 12 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
- 89% of Chinese mobile shoppers are interested in making a mobile purchase over the next month vs. 78% of U.S. mobile shoppers
The learnings from this study will provide current, up-to-date insights for use by all IAB members and generate content for a variety of thought leadership activities.