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China has a mobile-first culture
A new report by the Interactive Advertising Bureau has shown that Chinese consumers have pushed China’s m-commerce market ahead of that of the US. Now that both nations have hit near complete adoption of e-commerce, Chinese m-commerce has increased dramatically, meaning that in the past year nearly twice as many Chinese consumers have made a mobile purchase than their American counterparts. The researchers that conducted the study have said that this is caused by a “mobile-first culture” in China. However, as mobile growth continues in the US, a resurgence is expected for the country’s m-commerce market. It was also found that whilst 29% of Chinese consumers were likely to make a purchase through a messaging app, that number fell to just 16% in the US. Anna Bager from IAB said that the study “confirms that mobile is a crucial and growing part of the ecommerce experience”.
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