Internet penetration rate in China’s rural areas is only 19% compared with 76% in tier-1 and tier-2cities, and 47% in tier-3 and tier-4 cities. However, over 60% of China’s rural digital consumers are e-commerce users who are just as active online as their urban counterparts according to a recent McKinsey research.
25% more rural shoppers than tier-1 and tier-2 city dwellers report feeling more ‘empowered’ and see themselves as ‘online gurus’ who are eager to be the first to try out new products.
Growth in online shopping in counties and villages in China has outpaced those in cities, becoming a new engine that is further driving China’s domestic consumption, according to research from Alibaba Group.
In Q2 2012, China’s online shopping on Taobao by people in rural areas accounted for 7.11% of total; by Q2 2014, the rate increased to 8.3%. Online shopping is a rising trend in rural China. Read an overview of rural China’s e-commerce market here.
Check out photos of how China Internet companies advertise in rural areas here.