Online channels for fast-moving consumer goods are booming with Chinese shoppers more willing than those in other markets to use their smart phone and computer to make purchases, an industry survey has found.

The No 1 digital retail market in the world in both value and penetration, China is expected to continue its momentum, according to research, Chinese Shoppers: Evolving behaviors in a challenging environment, conducted by Bain & Company Inc and Kantar Worldpanel.

All categories studied enjoyed high online growth of 42 percent overall. Young urban households in higher-tier cities with incomes of more than 7,000 yuan per month make up the largest percentage of e-commerce shoppers.

Baby and beauty products are highly penetrated categories with less room for growth but high online value share.

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