China vs. America: Who loves shopping more?

Americans are portrayed as the world’s ultimate consumers, with the oversized homes, walk-in closets, overflowing storage units—and monstrous credit card bills—to prove it, writes Time.

But a new survey says that consumers in China were more than twice as likely as Americans to not only enjoy clothes shopping, but to love it.

In a recent Harris Interactive worldwide poll, residents of various countries were asked whether they liked or disliked shopping for clothes. In the U.S., 39% said that they either liked or loved hitting the shops to hunt for clothes, while 30% felt neutral and another 30% said they disliked it.

Compare that to China, where 79% get their kicks from clothes shopping. Only 3% said they disliked clothes shopping.

To top it off, China’s shoppers not only enjoy shopping more than in the U.S., but they’re consuming in a particularly conspicuous, showy fashion, says Time.

That passion for brand names comes through loud and clear, with more than 7 of 10 Chinese respondents considering brand names important in their buying decision as opposed to fewer than 3 of 10 Americans saying the same thing, according to Harris.

All said, this jives with a study released earlier in the year by CSLA (“Dipped in Gold: Luxury Lifestyles in China”) which said that “success is highly regarded,” whether you really have it or not. As crazy as this might sound, nearly 25% of people surveyed that earn around $6,500 per year (41,976 yuan) said they would be willing to splurge and spend more than $7,750 (50,000 yuan) on a watch.

Driving a Mercedes Benz and carrying a large Louis Vuitton monogram bag can be one way to show ones sophistication and good taste while wearing a four-carat diamond ring and ordering $1,550 bottles of wine is another, said the CSLA report. Unlike in the US and Europe, people in China do not show off their houses, which tend to be relatively small on global basis. It is more important to dress well and enjoy a luxurious life when you are out in public. Watches, jewelly, apparel, cars and wine are good ways to show off and gain respect.

According to CSLA, the brand that matter most include: Giorgio Armani, Gucci and Boss for fashion; Cartier, Bulgari and Montblanc for jewellry; and Louis Vuitton, Chanel, Hermes, Cartier and Gucci in the miscellaneous luxury doodad and gewgaw category.