Chinese consumers are voracious early adopters of technology, and lead the developing Asia-Pacific region in online tech purchasing intentions.
New research from the Consumer Technology Association (CTA) showed that when considering their next tech purchase, Chinese consumers are much more likely to shop online (62%) rather than purchase in-store (38%).
This is in contrast to Indonesia (38% planned online purchases), Malaysia (33%), Vietnam (29%) and Philippines (24%), where online shopping for tech is not as strong.
“Given the country’s robust online marketplace and enthusiasm for technology, it’s no surprise China is far-and-away the APAC region leader when it comes to early tech adoption and online tech purchases,” said Gary Shapiro, CTA president and CEO.
Among online consumers in the APAC region, China also has the highest percentage of self-reported early tech adopters, with 59% indicating they buy tech as soon, or shortly after, it is available. Behind China are Malaysia and Indonesia (49%), Vietnam (40%) and the Philippines (32%).
Among online consumers in China, smartphones are the most-owned tech, followed by desktop computers, laptop computers, digital cameras and headphones. Smartphones are also the most popular tech device in Malaysia, Vietnam and Indonesia. In the Philippines, on- or over-the-ear headphones ranked as the most-owned tech device.
“Chinese technology companies and consumers play a key role in the global economy,” said Steve Koenig, senior director of market research, CTA. “Consumers across the developing APAC region are diverse in their tech consumption habits, but a clear appetite for mobility is a unifying trend.”
In other APAC countries, however, in-store purchases are still the most popular form of shopping, according to the study.
The Philippines leads here with 74% of consumers saying they plan to go in-store for their next tech purchase. That country is closely followed by Vietnam (71%), Malaysia (66%) and Indonesia (60%).
CTA noted that in-store purchases are driven by a desire to try out products, and online purchases are primarily driven by both price and convenience.