Beijing, July 24 (IANS) Half of China's urban residents say they prefer buying luxury items online and the major factor for drawing people to internet retailing is favourable prices over franchised stores.

The 2009 China Luxury Forecast also said about 78 percent of respondents in a survey said they would continue to maintain consumption of luxury goods in the next 12 months, China Daily reported.

Over 1,100 people with an average annual income of 250,000 yuan ($36,890) took part in the survey.

The survey also found that consumers in Shanghai and in rapidly developing cities intend to "stay active" in consumption of luxury items. At least 24 percent of the respondents said they would spend more on world-class branded clothes.

A major factor for online shopping was favourable prices over franchised stores and that consumers could browse the merchandise any time. Moreover, 70 percent of respondents said the internet was the best way to learn about the brands.