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BizReport : Ecommerce archives : April 03, 2013

Confidence in online shopping rises in China

A survey of people in the Asia Pacific region found that people in China are the most likely to shop online thanks to their confidence in the security of the channel while Indonensians top the mobile shopping rankings.

by Helen Leggatt

mastercard worldwide logo.gifThe latest Online Shopping Survey from MasterCard involved over 7,000 people from the Asia Pacific region. Of the 14 markets analyzed, China led the way with an online propensity score of 102 on MasterCards's Index for 2012, up 4 points on 2011.

Chinese Internet users are now less likely to be concerned about security while shopping online, found MasterCard's survey, with just 21.4% harboring concerns in 2012 compared to 32.8% the previous year. Online shopping was also viewed as "easy" among the majority of Chinese respondents (89.5%), an increase from 2011 (80.8%).

In second place on MasterCard's Index was New Zealand, with a score of 87 - 15 points behind China, followed by Australia (85 points), Singapore (84 points) and South Korea (82 points).

Three countries in the Asia Pacific region saw a decrease. Thailand dropped 8 points to 80, India from 81 to 78 and Malaysia from 79 to 71.

The survey also revealed a significant increase in mobile shopping via smartphone. In this respect, Indonesia topped the rankings with more than half (54%) of respondents using their smartphone to shop in the last three months. China and Thailand come in second and third with 54.1% and 51% respectively.

"The MasterCard survey reflects the changing behaviors of shoppers in the region, with more consumers opting to purchase goods online and increasingly using their smartphones to do it," said Porush Singh, senior vice president, Core Products, Global Products & Solutions, Asia/Pacific, Middle East and Africa, MasterCard. "With the exception of a few markets, online shoppers are becoming more confident about using their phones to shop and I'd expect that trend to continue as more sophisticated technologies come onto the market and more products are offered online."

In the last week, MasterCard and and Chinese e-commerce giant Alibaba Group have teamed up and signed a Memorandum of Understanding to enhance online payments.

Tags: Asia Pacific, consumer survey, ecommerce trends, mcommerce trends, online shopping, smartphone

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