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Mobile shopping value per capita swells 365% over previous year

TAIPEI, Taiwan -- A recent research report from Taiwan-based Market Intelligence & Consulting Institute (MIC) showed that the value Taiwan's mobile shopping averaged NT$4,629 per person from NT$994 the previous year, a 365-percent growth from the year before.

The MIC report also said that Taiwan's market scale of online purchases made with personal computers averaged NT$17,427 per person in 2013, a marginal growth of 1.3 percent from 2012.

The reported titled “Internet User Behavior and Online Shopping in Taiwan” also outlined product categories consumers like to shop for using mobile phones, comprising sales promotion coupons, travel coupons, 3C products and foodstuffs as well as apparel and accessories with 41 percent, 39.3 percent, 28.1 percent, 23.3 percent and 22 percent.

MIC's industry analyst Chen Ying-chu (陳映竹) indicated that consumers tend to spend money on mobile games, activity coupons books and products catering to group buying. In recent years, they have ventured to buy 3C products, clothes and accessories, a shopping behavior expected to send the mobile shopping market scale higher down the road.

MIC's poll showed that the number of respondents who bought products using handheld devices or mobile apps last year increased by between 3 and 4 percent annually to account for 8.6 percent and 7.6 percent of total online shoppers respectively.

Respondents who said they surf the Internet each day spent about 2.6 hours daily searching for information on various Web sites last year, 0.4 hours of which was devoted to “window-shopping” at e-commerce sites, the survey said.

The average value of purchases on PCs last year was much higher at NT$17,427 per person, but experienced a significantly milder increase of 1.3 percent from the NT$17,203 the previous year, the report showed.

It makes sense that more people buy online because most e-commerce sites make the shopping process simpler and quicker, Chen said, citing the average of 20 minutes it takes online shoppers to complete a purchase.

As telecom operators prepare to launch 4G services as early as the second half of the year, the popularity of online shopping is likely to continue increasing this year from last year, the MIC said.

MIC's report was compiled based on a survey of 4,073 online shoppers aged 20 or above that was conducted in January and February.

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