Online shoppers tend to be richer, younger, and better educated in China according to Nielsen. Close to 58% online shoppers reached the family income of over RMB 10,000. And, 64% are between 18 and 35 years old, comparing to 45% offline shoppers in the same age group.
Preference of online vs. offline shopping
According to a recent study by Nielsen, most consumers prefer to perform “daily replenishment” or “emergency shopping” on physical channels; It is when the consumer chooses to go onli...
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