最新调查发现 中国95后热衷在社交媒体上购物

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.

一项最新调查称，随着年轻一代更倾向于在观看直播节目时购物，社交媒体不单单是沟通渠道，而将成为一条主要的购物途径。

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.

全球咨询公司埃森哲在一项研究中发现，中国19-22岁的年轻消费者中，约七成人表示自己会通过社交媒体网站在线下单。这项研究调研了来自中国等13个国家的近1万名消费者。

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

埃森哲将这些年轻消费者称为Z世代(即95后)。埃森哲发现，在过去一年中，这一群体中58%的人在做出购买决定的过程中更多地使用了社交媒体。

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

1/3的中国受访者称，自己更青睐将视频、直播网站作为“淘宝”的渠道。

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

令人意外的是年轻消费者同样喜欢在实体店购物。

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，比起虚拟购物，他们更钟爱实体店，但却严重依赖聊天工具、社交媒体评论等数字化手段的帮助。