DATA POINTS: Two-thirds of China consumers satisfied with 'Double-11' day

AdMaster research data states that 70 per cent of consumers said they would shop on the internet, indicating e-commerce has become a mainstream shopping channel.

Most of the sales took place between midnight and 2am. Sales of milk powder products spiked at 10am, 2pm and 7pm.

From a budget point of view, consumers put aside RMB1,800, but actually spent a slightly lower amount of RMB1,600 on average.

Trust was the major reason 50 per cent of consumers chose to place orders on brands' official e-stores.

Shopper ratings were the highest for the official online stores of SK-II and lowest for Ausnutria.

Only 11 per cent of shoppers were dissatisfied with this year's Double-Eleven.

Price, service, inventory and logistics were the four major concerns. Both brands and logistics companies have strengthened preparations for a generally accepted delivery period of about five days.

Issues with inventory caused the most negative consumer sentiment, mainly about sold-out stock and inconsistent information with the actual stock situation.

Although 45 per cent said this year's sale was a success, the rest are still sitting on the sidelines for 2014.