China has the world's largest ecommerce market. As a result, Chinese consumers are highly tech savvy. McKinsey's iConsumer survey reveals that 84 per cent admit to using mobile devices to research products, read reviews and make in-store recommendations. Over 60 per cent of consumers have made purchases through mobile devices. Given the tech-savvy nature of Chinese shoppers, it's no surprise that they are increasingly booking air travel online. After a slow start, China's share of online booking is now over 58 per cent of all bookings, surpassing the USA and Europe. The challenge for the airlines is that this online share is mostly not being won by them. The shift toward booking with OTAs continues with OTAs gaining and expected to continue to gain share of online bookings: from today's 52 per cent to over 60 per cent by 2020. Find out more.

Via Tourism Australia