China Online Shopping Survey Results Dec2012_Decision Fuel
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bite-sized mobile research Online Shopping – Quick Study December 2012
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In December, China’s Alibaba announced they recorded 1 trillion RMB (US $157B) in transactions, making them the world’s largest e-commerce company. We wanted to know more: How much does Taobao really dominate in China? How often are people shopping online what drives their purchase decisions? So we surveyed our panel and here are the results of our quick study.
Transcript of China Online Shopping Survey Results Dec2012_Decision Fuel
bite-sized mobile research
Online Shopping – Quick Study December 2012
Dec 2012 2
About this Survey In December, China’s Alibaba (operator of Taobao and Tmall) announced they recorded 1 trillion RMB (US $157B) in transactions, making them the world’s largest e-commerce company. Internet penetration is rising rapidly in China and shopping online has become a regular activity for many. We wanted to know more about Chinese consumers’ online shopping habits: • How much does Taobao really dominate in
China? • How often are people shopping online? • What are they buying online and what drives
their purchase decisions?
11 questions 1,203 respondents 3 days in Dec 2012
Surveys were sent to consumers’ mobile phones via
Decision Fuel’s mobile survey platform
Dec 2012
About the Respondents
3
Sample Size: 1203
Geographic Location Age Range
Gender
11% West
25% East
29% North
35% South
13%
22%
40%
18%
7%
14-19 20-24 25-34 35-44 45+
30% Female
70% Male
Dec 2012
Online Shopping Rationale
4
Sample Size: 1203
What are the top two reasons you choose to shop online?
Not surprisingly, low price is the top reason for shopping online Only 3% of respondents have never shopped online
Dec 2012
E-Commerce Sites
5
Sample Size: 1159
Which of the following e-commerce sites you have purchased products / services from?
Taobao dominates e-commerce, but 40% of respondents also shop outside the major online sites
Dec 2012
Online Shopping Frequency
6
How often do you shop online?
Sample Size: 1203
Women shop more frequently overall, but over 60% of both males and females shop online at least once a month
Dec 2012
Product Categories Purchased
7
What do you usually purchase online (select all that apply)?
Sample Size: 1158
Women dominate almost all categories except Digital Home Applications and Virtual Goods
Dec 2012
Online Purchase Drivers
8
What are the top two determinant reasons you decide to purchase something online?
Sample Size: 1154
A trustworthy online site is much more important than product uniqueness
Dec 2012
Trying New Stores
9
What factors below will encourage you to try a newly opened online store?
Sample Size: 1152
Customer service trumps price in attracting customers to a new e-commerce site
Dec 2012
Purchasing Via Mobile
10
Which, if any, of the following goods would you purchase via your mobile?
Sample Size: 1183
Most respondents are willing to purchase physical and digital goods using their mobile phones
Dec 2012
Reasons for Having Never Shopped Online
11
Sample Size: 33
Those who have never bought online are concerned about product quality and being scammed
What are the reasons you haven't shopped online? (asked to those who have never shopped online)
Dec 2012
Future Online Shopping Potential
12
Do you think you will shop online within the next 12 months? (asked to those who have never shopped online)
Sample Size: 33
Of those who have never shopped online, 80% say they may in the next year
Dec 2012 13
China Min Yoo, Country Manager
[email protected] +(86) 21 6136 9316
HK & Global Patrick Corr, Co-Founder
[email protected] +(852) 9026 4049
Colin Marson, Co-Founder [email protected]
+(852) 9475 3146
For more information, please contact:
