A recent survey conducted by global consultant PricewaterhouseCoopers (PwC) showed that the Chinese people are shopping online more frequently than other people around the world, making China number one when it comes to online shopping.

Based on the survey, one in every seven Chinese are buying goods online every day while six in every ten are shopping through the Internet every week. The ratio, Pwc said, is way higher than the global average.

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The survey polled more than 15,000 online shoppers in 15 regions around the world, including 900 respondents from China.

Majority of the Chinese online shoppers said the popularity of smart gadgets and Internet phones is making it easier for people to buy products or avail of services online. One shopper said online shopping is not just about buying goods but also making sure that the buyer gets value for his money by comparing similar goods that are sold online.

One in four Chinese make online purchases through a mobile phone or smartphone at least once a week. The number is still higher compared with the global respondents, said the survey result.

PwC, however, stressed that the popularity of online shopping does not necessarily mean the death of brick-and-mortar shops as consumers still want a total retail approach, one that brings the digital experience to the real world.

Colin Light of PwC said Chinese retailers must take advantage of the popularity of mobile tools to promote their products by integrating a digital experience to their physical store.

The PwC survey found out that people are using physical stores to check actual products instead of making purchases. With this, PwC suggested that retailers provide more links between their physical stores and online shops.

The survey, released last Tuesday in Shanghai, added that Chinese online shoppers are more active in shopping through social networks, where they can leave reviews about their purchases and how the seller carried out the entire online transaction.