China is the most active smartphone market in the world, with consumers showing a markedly greater willingness to make purchases via their devices, according to research by Draftfcb China. Growth is noted in particular in the country's lower-tier cities, where "mobile devices are now being used to access product information at any time of the day and from anywhere, so people can more spontaneously look for products and compare prices even though they cannot physically see or handle the brands," said Tiffana Pun, vice president and head of strategic planning at Draftfcb Greater China.

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