According to eMarketer, a March 2015 poll conducted by Analysys International Enfodesk on Chinese teen and adult mobile buyers found that their preferred time to shop on their mobile devices was after 9pm, with nearly half of them in the country choosing that as their preferred time. No other part of the day cracked 20% and the No. 2 preferred time slot for mobile shopping was 3pm to 6pm, at 17.7% of respondents.
Also according to the survey, China’s mobile buying is not happening on the go. Those who prefer shopping at night also prefer shopping from their home as 85.2% of them said that was their primary mobile shopping location. 9.1% primarily shopped at work or school and only 1.8% said public places such as restaurants and malls.
In Q4 2014, Interactive Advertising Bureau Singapore and We Are Social found that 27% of the population in China had made a purchase via mobile phone in the past month. Also, according to iResearch Consulting Group, mobile is rapidly moving to account for a larger share of overall retail and consumer-to-consumer ecommerce sales in China. The firm had estimated that in Q1 2015, 47.8% of sales would be mobile.