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More turn to online to shop for luxuries

By Lu Nengneng   (Shanghai Daily)

16:05, January 23, 2013

MORE consumers are looking to the Internet to buy luxury products as a KPMG survey discovered a sharp rise in their intentions to shop online last year.

Its recent survey, which was conducted among 1,200 middle-class consumers in 24 Chinese cities in late 2012, revealed 40 percent of respondents were keen to purchase luxury goods online, up from only 22 percent in 2011.

Up to 70 percent of the respondents browse the Internet for luxury goods at least once a month, about the same figure in a previous survey. But 35 percent of them do it once a week, up 5 percentage points from a year earlier.

Convenience seems the main attraction of online shopping, with 76 percent choosing "ease of comparison" and 63 percent opting for "effort saving" as their motivation.

The reach of the digital media, such as the use of the brands' official websites and advertisements on the Internet, has increased even as the role of conventional media channels for marketing luxury products as consumers' exposure to TV commercials and magazine advertisement has declined since 2011, according to KPMG, an audit, tax, and advisory firm, in the survey.

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