Chinese shoppers use mobile apps far more than those in the UK, according to a survey from global design consultancy Fitch.
Some 28% of Chinese shoppers use a mobile app, compared to just 3% of UK shoppers.
The same is true of social media with 21% of Chinese consumers using it as a shopping channel compared to just 1% of UK consumers.
Ecommerce is more popular in the UK, where 29% said it was their preferred purchase route, compared with 18% in China.
In both countries in store remains the most popular channel, accounting for 50% of Brits and 44% of Chinese shoppers.
As part of the year-long study, Fitch argues that the UK has the least content customers around the globe, with just 19% indicating they are unhappy when they shop.
Within fashion retail, a far greater 54% said they were happy, although this was still down on the 64% of global consumers’ opinion.
Strategy director Aaron Shields said: “Shoppers’ needs are not being fully met, and retailers need to act to satisfy consumers in a multichannel world.
“If retailers address the need for consumers to dream, explore and locate across all channels, then they are on their way to providing more enjoyable, seamless experience.”