More than 70 per cent of respondents voted the platform as their favourite shopping portal.
The research has tapped into 16,500 consumers across ten Chinese cities since its launch in 2009 to understand how they are engaging online and which brands they aspire to connect with.
“Taobao has used its mall as a true showcase for all of us online, delivering speed, convenience and choice” said Bella Teng, senior researcher at R3. “Respondents also rated it highest for brand values, against more than one hundred other online firms in this study, suggesting it has staying power for some time.”
While more than one hundred brands were recalled online this quarter, it was the sports gaint, Nike, that led the way in terms of engagement, followed by Lenovo and Coca-Cola.
The study noted that Lenovo had made major strides in recent months to enhance its Weibo presence and impact. However when it came to recall of advertising messages on social media, Coca-Cola was ahead of Lenovo and Nike.