SHANGHAI — Chinese consumers spend almost no time on the official e-commerce sites of brands, instead seeking product information on social media platforms and spending a disproportionate amount of time on five of the country’s dominant Web sites, according to a study on e-commerce shopping habits released by the Boston Consulting Group.
The survey found that, in contrast to other nationalities, Chinese tend to spend roughly 0.5 percent of their time online on official brand Web sites and typically trust product information from official sources far less than recommendations from friends, information found on popular social media platforms such as Sina Weibo, China’s version of Twitter, and reviews from consumers posted online. More than 40 percent of the online activities of those surveyed were spent on five sites, including Youku.com, an online video portal; Sina.com, an online news site; QQ, an instant messaging service; Taobao.com, the consumer-to-consumer e-commerce platform owned by Alibaba, and the search engine Baidu.
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