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Chinese Millennials are leading the way in digital purchasing.

Dec 23 2016

Chinese Millennials are leading the way in digital purchasing. An eMarketer report estimates that China’s digital buyer percentage within all internet users will reach 65.5% in 2016—one-third of those being 25-34-year-olds and 20% 18-24-year-olds. Younger Millennials (18-25) are also accounting for almost two-fifths of total e-commerce spending in China, and their purchasing behavior leans towards brands that don’t conform to the mainstream. One such brand, SK-II, tapped into this trend by breaking apart the stereotype that unmarried women over the age of 25 are “leftover,” empowering them to celebrate their independence instead. (eMarketer