Crowdsourcing comments from friends and checking online reviews before making a purchase are also common, according to Pun. “Our mobile shoppers are heavily influenced by reviews and recommendations from friends in the choice of products they are not familiar with,” she said. “They think product reviews are more trustworthy than a salesperson.”
The Draftfcb China report’s findings are in line with a recent PricewaterhouseCoopers survey, which polled more than 11,000 online shoppers in 11 countries including China, the US, Brazil, Germany, Russia and the UK. One in four Chinese consumers are expected to use their smartphones or tablets to shop online over the next 12 months, which is twice as high as the global sample, according to the survey.
While only 30% of the Chinese respondents said they had been shopping online for more than five years, compared to 44% of the global sample, China is the largest mobile phone market with 1.15 billion subscribers.