China, South Korea Top Markets for Digital Buyers, Study Finds

UK, Germany close behind

October 31, 2017

Searching for shoppers online? Look in China and South Korea, where the percentage of internet users who make purchases digitally is the highest in the world, according to GlobalWebIndex data.

More than eight in 10 web users in both countries had made a recent digital purchase, the Q2 study found. By comparison, the level among those in the US was 77%.

China's market also showed a notable consistency across all age, gender and income groups, GlobalWebIndex found.

The data varies from some other sources, including eMarketer, which puts China's digital buyer penetration level considerably lower, at 72.8%. Similarly, the China Internet Network Information Center (CNNIC) estimates digital buyer penetration at 68.5%.

That said, China is clearly a hotbed of digital commerce activity. A PwC study released in May found that consumers in the country were much more likely to be frequent digital buyers. For example, 45% of respondents said they shopped via mobile weekly, compared with the worldwide average of 11%. Just 7% of the Chinese respondents said they never shopped via mobile, whereas the global response was 38%.

 Photo credit: Li Yang on Unsplash