China's consumption continues upward momentum

Consumption in China continued its upward momentum online and offline, with consumers exhibiting new shopping patterns that drive retail brands to adapt, according to a latest study by PwC released on Thursday. 

In June, a total of 61 percent of Chinese surveyed by the consultancy said they would shop online daily or weekly, while 53 percent reported shopping at least once per day or per week in offline stores. 

These readings were each up 3 percentage points compared with a similar poll by PwC in March.

As part of the 2021 Global Consumer Insights Survey, the China-related study found that compared with their global counterparts, Chinese shoppers consider the shopping experience important even if they spend their time online. 

For instance, 51 percent of surveyed Chinese consumers prioritize the ability to see and touch products, versus 45 percent globally. 

Other unique attributes of Chinese shoppers include the significantly higher penetration of digital shopping among senior citizens, the propensity to buy emerging Chinese brands, and the growing willingness to pay for brands that are environmentally and socially conscious.