The irresistible attractions of online shopping are enticing Asian women into the bedroomlate in the evening.

Nearly 30 percent of women polled shop online frombed at night and 40 percent shop online at work, according to a survey on the increased buying power of female consumers in Asia.

Many Asian women think that home is the best place to shop, with 78 percent using a PC there, 45 percent using smartphones and 25 percent using tablets, the survey found.

The report was released jointly in Beijing on Tuesday by Vipshop Holdings, a leading online discount retailer, and the Economist IntelligenceUnit.

Titled "On the rise and online: Female consumers in Asia", the survey questioned 5,500 women in major urban areas of the continent, consumer analysts, leading retailers and brand owners.

Jane Wang, a 32-year-old in Beijing, said her family often complains that she spends too much time browsing her tablet at home to shop.

She has transformed her queensized bed into a shopping command center where all she needs to do is access her.

Taobao account and start browsing.

Laurel West, editor of the report, said women are governing the spending in a variety of areas you would expect them to, such as clothing and accessories, cosmetics and groceries. But they also have an increasing influence on buying larger items, such as electronic products.

Many brands are realizing this and are trying to better understand what is important to female consumers, she said.

Nearly 69 percent ofwomen polled on the Chinese mainland agreed or strongly agreed that they prefer shopping online to doing so in stores.

More than 74 percent of women on the mainland buy online for themselves.

One of the main reasons for increased online purchases by Chinese women is their financial status, with 62 percent describing themselves as joint breadwinners and 91 percent contributing to household income.

However, "guilt shopping" is also a factor, with 67 percent of women on the mainland saying they will buy something for their partners, children or families if they feel they have spent too much on themselves.

wangzhuoqiong@chinadaily.com.cn