China's digital consumers value both the practicality of products and the thrill of experiencing novel technological innovations, expanding digital consumption beyond merely commodity transactions, according to a newly released report.
The report on digital consumption for 2025, released by the China Internet Network Information Center last week, found that 67.1 percent of Chinese online shoppers prioritize product utility, favoring affordable alternatives, while 60.6 percent focus on self-pleasing spending, willing to pay for items that cater to their interests and emotional value.
Meanwhile, 16.8 percent of users leverage consumption subsidies to purchase new products online, while 14.7 percent prefer hunting for secondhand items on resale platforms.
In terms of consumption methods, people pursue both the convenience of instant retail and immersive experiences enabled by digital technologies, such as virtual reality (VR) and augmented reality (AR).
An extended reality (XR) experience space in Xi'an City, northwest China's Shaanxi Province, enables visitors to immerse themselves in the secrets of the mausoleum of the first emperor of the Qin Dynasty (221-207 B.C.), Qinshihuang, and to have a close-up view of the magnificent Terracotta Army. This innovative store has attracted more than 20,000 tourists since its trial operation three months ago.
A VR experience center in Nanchang, east China's Jiangxi Province, is also bustling with visitors. Many young people participate in futuristic robotic arms, bungee jumping, and whitewater kayaking adventures in the virtual world.
"It is evident that public acceptance of VR experiences is growing significantly, with consumer enthusiasm also on the rise. Driven by the digital economy, immersive experience-oriented consumption is increasingly gaining attraction," said Tang Yuwen, a staff member at the VR experience center.
China had more than 958 million digital consumers by June, accounting for 85.3 percent of all internet users, according to the report.
In the first half of 2025, digital consumption reached 9.37 trillion yuan (about 1.3 trillion U.S. dollars) in China, accounting for 46.5 percent of total household consumer spending, according to the report.
The report is based on the results of a telephone sampling survey of 30,000 residents across 31 provincial-level regions.
Chinese digital consumers value both practicality of products, sense of experience: report
