China is the second largest Internet population in the world and is projected to overtake the U.S. in total number of users within a few years. Broadband penetration among Internet users in China is approximately 76 percent and this group, although only approximately ten percent of the population, is indicative of China's participation in the world marketplace and how their unique buying and shopping patterns are likely to evolve as the proportion of online consumers in this country grows.

Already 63 percent shop online regularly, averaging almost three online purchases a month. Based on 4002 in-depth interviews in China and 4068 interviews in the U.S., this report examines emerging online shopping behaviors of Chinese broadband user and compares those with the more established patterns in the United States. We begin with an overview of online shopping in both countries and also include a comparison of online and offline purchasing. Delving further into online shopping, this report looks at satisfaction with the online shopping experience, identifies key features for a successful shopping website and spotlights some of the most popular Chinese shopping websites. More generally, we look at the relative influence of online and traditional resources for researching and purchasing products or services. Three product categories are considered in particular detail: consumer electronics, technology and telecommunications and financial services.

Sections:

Introduction
Overview of Online Shopping
Products Purchased or Planned for Purchase
Buying Online
Product Research Process
Shopping Sites and Features
Conclusions
Next Steps

February 2008