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In honor of Chinese New Year”, this week Label Networks takes a look at many important characteristics and preferences among 15-25-year-olds in China, particularly among the middle-to-upper class across Beijing Guangzhou, and Shanghai, based on fresh results from our 3rd annual China Youth Culture Study 2008. Overall, when compared with our other Global Youth Culture Studies, including Europe, Japan, and North America, the changes from China past studies have been the most significant, indicating that China is the marketplace undergoing the greatest changes across the board.

In this story, we take a look at males vs. females when it comes to their online shopping habits. Based on a representative sampling across all 3 cities among 15-25-year-olds, when asked “Which best describes your online shopping habits?” The top percentages overall for females were 34.8% that say I don’t shop online because I prefer shopping in stores, compared with 33.8% of males.

However even though this is the highest percentages it’s important to look also at the other characteristics because clearly young people are moving to shopping online and certain changes indicate market opportunities.

For example”, 18.1% of females say I don’t shop online because I don’t trust it compared with 16% of males. As the trust factor continues to improve, as it does usually as more new markets move to buying online, you can expect that youth culture will also move this way. In addition, credit cards are heavily targeting 18-25-year-olds across China with personalized cards becoming all the rage and no payment plans for up to the first 3 months for new users.

Other interesting characteristics about online shopping by gender is that a higher percentage of females say I shop for everything online compared with males, but females are slightly more discerning in that they have higher percentages that check out prices and only shop online if they can’t find it at their local store. One of the most indicative traits of online shopping is that clearly more males would shop online if they had access to credit cards with 15.2% saying I don’t shop online because I don’t have access to a credit card compared with only 9.7% of females.

Overall, by gender, there are distinct differences in shopping online, but it can be said that market opportunities exist especially in terms of gaining their trust with buying online, finding deals (which is more important for young females), and getting access to a credit card –particularly among young males.

Stay tuned for more about online shopping patterns by age groups and city. For information about the subscribing to the Premium Global Youth Culture 2008 Subscription, which includes China, Europe, North America, and Japan, email info@labelnetworks.com; (323) 630-4000.

In honor of Chinese New Year”, this week Label Networks takes a look at many important characteristics and preferences among 15-25-year-olds in China, particularly among the middle-to-upper class across Beijing Guangzhou, and Shanghai based on fresh results from our 3rd annual China Youth Culture Study 2008. Overall, when compared with our other Global Youth Culture Studies, including Europe, Japan, and North America, the changes from China past studies have been the most significant, indicating that China is the marketplace undergoing the greatest changes across the board.

In this story, we take a look at males vs. females when it comes to their online shopping habits. Based on a representative sampling across all 3 cities among 15-25-year-olds, when asked “Which best describes your online shopping habits?” The top percentages overall for females were 34.8% that say I don’t shop online because I prefer shopping in stores, compared with 33.8% of males.

However even though this is the highest percentages it’s important to look also at the other characteristics because clearly young people are moving to shopping online and certain changes indicate market opportunities.