最新調查發現 中國95後熱衷在社交媒體上購物

Social media is set to become a major gateway to shopping rather than a mere communications portal, as the younger generation is more inclined to make purchases while watching live-streaming shows, according to a latest survey.

一項最新調查稱，隨着年輕一代更傾向於在觀看直播節目時購物，社交媒體不單單是溝通渠道，而將成爲一條主要的購物途徑。

Around 70% of younger consumers aged between 19 and 22 in China said they would place an order online via social networking sites, global consultancy Accenture discovered in a study based on nearly 10,000 consumers in 13 countries, including China.

全球諮詢公司埃森哲在一項研究中發現，中國19-22歲的年輕消費者中，約七成人表示自己會通過社交媒體網站在線下單。這項研究調研了來自中國等13個國家的近1萬名消費者。

Calling them "Generation Z", Accenture found that 58% have increased their use of social media for purchase decision-making in the past year.

埃森哲將這些年輕消費者稱爲Z世代(即95後)。埃森哲發現，在過去一年中，這一羣體中58%的人在做出購買決定的過程中更多地使用了社交媒體。

One-third of the respondents in China claimed they prefer video and live-streaming sites as avenues for treasure hunting.

1/3的中國受訪者稱，自己更青睞將視頻、直播網站作爲“淘寶”的渠道。

It came as a surprise that young consumers are equally embracing in-store shopping.

令人意外的是年輕消費者同樣喜歡在實體店購物。

Compared with virtual shopping, 31% reported they prefer brick-and-mortar stores but heavily rely on digital means, such as chat tools and social media reviews, to facilitate the purchase.

31%的人表示，比起虛擬購物，他們更鐘愛實體店，但卻嚴重依賴聊天工具、社交媒體評論等數字化手段的幫助。