As of June 2014, China internet users exceeded 632 million, of which 527 million were mobile phone internet users with an increase of 26.99 million from 2013 according to data of CNNIC.
Mobile phone internet users accounted for 83.4% of total China internet users as of June 2014, which increased by 2.4% from 2013 and surpassed internet users on desktop (80.9%) for the first time according to data of iResearch.
From 2010 to 2013, China mobile shopping market had achieved rapid development. We believed that the popularity of mobile internet, improvement of mobile payment and efforts made by e-commerce companies are the major reasons for its rapid development. It is estimated that total transaction value will exceed RMB800 billion(US$ 130.22 billion) in 2014 and penetration on mobile device will be about 30%.
In Q3 2014, China mobile shopping transaction value accounted for 33.4% of China total online shopping transaction value. And the percentage of mobile shopping in overall online shopping market is continuously increasing quarter on quarter. By the end of Q3 2014, Dangdang’s traffic on mobile device had already surpassed traffic via desktop computers, accounting for over 60% of total traffic with an increase of 25% QoQ. It is estimated that percentage of mobile shopping will be over 50%.
The most regular way to access online shopping website was to type URL directly into the web browser in 2013, which accounted for 32.6%, followed by “search for navigation site” (14.91%) and “browser navigation page” (14.71%) in 2013.
Mobile shopping client-side (mobile shopping apps) was the regular way to access mobile shopping services, representing 66.6% in 2013, followed by “inputing URL directly” (33.7%) and “browser navigation” (32.7%). Top mobile shopping apps in China were Taobao, Tmall and Jingdong in August 2014.
China top 3 categories of products on mobile device in 2013 were mobile phone fee recharge, apparel, shoes & hats, household items.
Also read: China Mobile Internet Market in Q3 2014