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Online Shoppers in China Want More Choices and Convenience
Press Release

Chinese Consumers Value Multiple Access Channels, Shipping Choices and Post-Purchase Convenience

Beijing, September 26, 2013 - comScore Inc., (NASDAQ: SCOR), a leader in measuring the digital world, and UPS (NYSE:UPS) today released the UPS Pulse of the Online Shopper™: A Customer Experience Study for Asia and Australia. The survey contains key consumer insights into mobile trends and elements of the online shopping experience that drive brand preference.

Amongst the Asia markets surveyed, Chinese consumers are most satisfied with their overall online shopping experience (60%), compared to their counterparts in Singapore (51%) and Hong Kong (38%). While Chinese shoppers are most satisfied with the variety of brands and products offered online, they also identified improvements that retailers could implement during the post-purchase delivery experience, such as flexibility to re-route packages (42%) and convenient access to retail pickup (43%). 

"China's e-commerce market growth is among the fastest in the world," said Victor Xiao, marketing director, UPS China. "Our survey shows the country's online shoppers are searching for a seamless shopping experience. UPS helps retailers large and small develop supply chain strategies to help them expand globally."

Mobile Channels Changing the Way Consumers Shop

Chinese consumers are more likely to shop online via their mobile phones or tablets. Nearly 8 in 10 shoppers said they prefer to access multi-channel retailers via mobile devices. Among Chinese smartphone and tablet owners, 78% and 81% respectively, have purchased products through their devices - the highest percentage in the world.

Chinese shoppers also show a distinct preference for an integrated omni-channel experience that combines the advantages of physical stores with the information-rich experience of online shopping. Nearly 54% of shoppers highlighted that tablet apps and one-click checkout options are the most important options that will increase their likelihood to shop with a retailer.

"This major shift toward 'mobile first' shopping is critical for retailers to understand," said Susan Engleson, comScore senior director. "Understanding where, when and how shoppers are using their mobile devices to interact with brands will help retailers create customer experiences that drive sales and increase loyalty."

Shipping and Delivery Key Value Drivers

Consumers in China also want more flexibility and control over their deliveries. Almost 70% said free shipping options were the most important aspect during the checkout process.

Based on the survey, nearly 60% of online shoppers rate tracking as an essential service and more than 70% prefer tracking shipments directly from the retailer's website.

Hassle-Free Returns 

Nearly half of those surveyed said they review a retailer's returns policy before making a purchase - one of the most important aspects consumers consider when shopping online. Free return shipping is also important - 61% have previously returned an online purchase and 74% complained about the return shipping cost.

A hassle-free returns policy can make the difference in driving return customers - 67% said they would shop more with that retailer and 65% would recommend the retailer to a friend. 

About UPS Pulse of the Online Shopper: A Customer Experience Study

The study evaluates consumer shopping habits from pre-purchase to post-delivery and is based on a comScore survey of more than 4,000 online shoppers in Australia, China, Hong Kong and Singapore.  Click here to download a copy of the reports and infographic. 

The global study is based on a comScore survey of more than 14,000 frequent online shoppers in the U.S., Europe (Belgium, Netherlands, France, Germany, Italy and the UK), Asia (China, Hong Kong, Singapore), Australia, Mexico and Canada. Click on this animated map to learn more about each region. 

About comScore

comScore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights on web, mobile and TV consumer behavior that enable clients to maximize the value of their digital investments. For more information, please visit www.comscore.com/companyinfo.

About UPS

UPS (NYSE:UPS) is a global leader in logistics, offering a broad range of solutions including the transportation of packages and freight; the facilitation of international trade, and the deployment of advanced technology to more efficiently manage the world of business. Headquartered in Atlanta, Ga., UPS serves more than 220 countries and territories worldwide. The company can be found on the web at UPS.com and its corporate blog can be found at blog.ups.com. To get UPS news direct, visit pressroom.ups.com/RSS.

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