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毕马威:2016年中国互联网消费者调查报告(下载)(28页).pdf

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    1、Chinas Connected Consumers 2016 A mobile evolution Chinas Connected Consumers 2016 | 2 About this Survey KPMG International commissioned Intuit Research to conduct an online survey of global consumers on their current and future online shopping behaviours and preferences. In total, 18,340 qualified 。

    2、surveyed responses were received. The respondents are located in more than 56 countries, and each had purchased at least one consumer product online in the past 12 months. Out of the global surveyed responses, 2,560 were from China. This report analyses the findings from these specific respondents. 。

    3、In addition to examining the online shopping behaviours and decision processes of the respondents, the survey also explored their future plans for online purchases, preferences for payment options, and factors affecting their attitudes towards the companies they buy from. Contents Mobile evolution i。

    4、n China 0102 Preparation and research 0206 Purchase 03 08 Payment 04 14 Post-purchase feedback 05 16 Strategy 06 18 2016 KPMG Huazhen LLP , a special general partnership in China, is member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG Int。

    5、ernational”), a Swiss entity. All rights reserved. Printed in China. 1 | Chinas Connected Consumers 2016 EXECUTIVE SUMMARY China is at the forefront of mobile evolution in e-commerce. As smartphone penetration among consumers continues to grow, e-commerce is fast transforming into mobile commerce, o。

    6、r m-commerce. Take last years Singles Day festival for example, where Alibaba reported record high total mobile sales. We expect this years Singles Day to produce figures in line with this positive trend. Our latest Chinas Connected Consumers report reveals that China has established itself as a maj。

    7、or player in the digital era. The annual report, now in its third year, has tracked and discussed the behaviours and preferences of Chinas consumers, and we are clearly seeing signs of a mobile evolution. More than 90 percent of the China respondents in our study made at least one online purchase us。

    8、ing a smartphone in the past 12 months. This is a staggering figure, especially when compared to other markets especially the US and UK where consumers made purchases with their smartphones far less frequently. The dramatic rise in online and mobile activity points to a Chinese consumer who is incre。

    9、asingly sophisticated, influential and hungry for information. The average consumer also has a higher propensity to spend, and expects to be able to shop for a greater variety of products. Importantly, the survey also finds that Chinese consumers are extremely connected, and actively interact with b。

    10、rands and each other on the internet. This is bringing the importance of digital media and online platforms to the fore. On the other hand, our survey finds that consumers also regularly visit brick-and-mortar stores. This underscores the need for brands to focus on both online and offline platforms。

    11、 and create effective online-to-offline strategies to adapt to changing consumer demand and remain competitive. Interestingly, the survey shows that payment options is an important factor for consumers in deciding which company or website to buy from when shopping online. Our study finds that bank c。

    12、redit cards and Alipay are still likely to be the preferred method of payment in the near future, while payment options provided by messaging platforms are gaining in prominence. Most notably, consumers in China expect to pay with cash less frequently in the coming year, indicating that cards and el。

    13、ectronic payment mechanisms are becoming the norm. The internet is not just a convenient place for consumers to research and purchase items. It is also a popular avenue for shoppers to share their feedback via social media channels post-purchase. Our survey finds that consumers in China are much mor。

    14、e vocal than in 2015 about sharing their opinions on their purchase online. With high consumer engagement on online platforms, social media is becoming an essential and influential tool for brands to keep consumers updated on their products and services, as well as to win new customers. With smartph。

    15、one use in China skyrocketing, we expect m-commerce to increasingly become the norm. We see a number of multinational companies looking to secure an online footprint in China to capitalise on the m-commerce boom. It is vital that companies understand both the value and potential of digital platforms。

    16、, and openly embrace the mobile evolution. They must therefore look to provide consumers with a truly integrated and connected experience throughout the entire shopping journey from initial product research, to purchase, final payment and post-purchase feedback. 2016 KPMG Huazhen LLP , a special gen。

    17、eral partnership in China, is member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. Printed in China. Chinas Connected Consumers 2016 | 2 Mobile evolution in China As Chinas online retai。

    18、l market soars to new heights, smartphone penetration among consumers is also rapidly increasing, essentially transforming e-commerce into mobile commerce (m-commerce). The impact m-commerce is having in China is evident from last years Singles Day festival, where Alibaba recorded total mobile sales。

    19、 of approximately USD 9.8 billion (RMB 62.6 billion), representing 68.7 percent of total sales in 2015, and a 158 percent increase in total mobile sales from 20141. A number of multinational companies are actively seeking to secure an online footprint in China to capitalise on the m-commerce boom. O。

    20、ne of the drivers for m-commerce growth is that consumers in China have a high level of confidence in the security of third-party payments. In addition, e-commerce is making shopping more convenient and accessible to consumers in China especially those in third or fourth tier cities, who may not hav。

    21、e much access to physical stores. Our survey results support the view that Chinas consumers are leading the global transition towards m-commerce. In fact, more than 90 percent of the China respondents made at least one online purchase using a smartphone in the past 12 months. This is in stark contra。

    22、st to other markets especially the US (74%) and UK (74.6%) where consumers made purchases with their smartphones less frequently (see Figure 1.1). This is also higher than the Asian average of 84 percent, as well as India (87 .8%), another high-growth economy. In addition, nearly half the China resp。

    23、ondents purchased a product online at least two to three times a month in the past year, dwarfing the global average of 27 .9 percent (see Figure 1.2). Chinas flourishing online and mobile markets have been aided by the countrys steady GDP growth rate of 6.7 percent this year, which has been largely。

    24、 driven by consumption. According to data from the National Bureau of Statistics (NBS), consumption contributed to 66.4 percent of Chinas GDP in 2015, up 15.4 percentage points from 2014. Furthermore, Beijings 13th Five-Year Plan aims to continue this trend through supply-side reforms to provide bet。

    25、ter goods, boost online shopping and stimulate the service sector. Through this government-backed strategic focus on stimulating domestic consumption, e-commerce is undoubtedly becoming a new growth engine. Product research Purchase Post- purchase feedback Payment 1. Alibaba Group Generated USD 14.3。

    26、 billion of GMV on 2015 11.11 Global Shopping Festival, Alibaba Group, 12 November 2015, en/news/article?news=p151112 01 Nearly a quarter of Chinas consumers prefer to use mobile phones to make their online purchases, compared to 5.2 percent and 8.5 percent of consumers in the US and globally, respe。

    27、ctively. 2016 KPMG Huazhen LLP , a special general partnership in China, is member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. Printed in China. 3 | Chinas Connected Consumers 2016 “S。

    28、ome people say e-commerce doesnt contribute to economic growth because people stop going to malls and buy cheaper goods online. On the contrary, e-commerce is making a lot of positive contributions to the economy, ” says Jessie Qian, Partner- in-charge of Consumer Markets at KPMG China. “E-commerce 。

    29、is bringing goods to consumers in a more convenient and cost- effective way, and is a very meaningful channel to increase domestic consumption. Three or four years ago, some companies in China might not have been 100 percent sure about the value of e-commerce. But now, FMCG manufacturers and retaile。

    30、rs view it as essential, and we see a lot of our clients putting very high growth targets into e-commerce. ” NBS data also shows that total retail sales of consumer goods reached RMB 30.09 trillion in 2015 an increase of 10.7 percent from 2014 while online retail sales jumped 33.3 percent year-on-ye。

    31、ar to hit RMB 3.88 trillion in 20152. The findings from this survey indicate that this momentum is set to continue in Chinas booming e-commerce market, especially as domestic marketplaces such as Alibaba and JD.com become more prominent. According to Alibaba, total sales on Singles Day last year was。

    32、 USD 14.3 billion (RMB 91.2 billion), a whopping 60 percent increase compared to 2014. We expect this positive trend to continue this year as Chinas consumers rapidly enter the Digital age. Building on this momentum, Alibaba recently announced plans to launch a number of pilot programmes for Singles。

    33、 Days shoppers, including one in Hong Kong. Figure 1.2 : Consumers who purchased a product online at least 2-3 times a month in the past 12 months 48.5 % China 40.3 % Asia 32.2 % North America 31.4 % Western Europe 27.9 % Global 2 Chinas Economy Realized a Moderate but Stable and Sound Growth in 201。

    34、5, National Bureau of Statistics of China, 19 January 2016, PressRelease/201601/t20160119_1306072.html Figure 1.1 : Consumers who used a smartphone at least once to make an online purchase in the past 12 months 90.4 % China 69.9 % Global 84 % Asia 87.8 % India 74 % US 74.6 % UK Source: KPMG Survey a。

    35、nalysis, 2016 Source: KPMG Survey analysis, 2016 More than 90 percent of the China respondents made at least one online purchase using a smartphone in the past 12 months. Nearly half the China respondents purchased a product online at least two to three times a month in the past year, dwarfing the g。

    36、lobal average of 27 .9 percent. 2016 KPMG Huazhen LLP , a special general partnership in China, is member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. Printed in China. Chinas Connecte。

    37、d Consumers 2016 | 4 Figure 1.3 : A mobile evolution Chinas consumers have firmly entered the mobile era. According to data from the Ministry of Industry and Information Technology (MIIT), Chinas mobile users exceeded 1.3 billion at the end of 2015, with 29.6 percent of them using 4G3. Furthermore, 。

    38、China sold 457 million smartphones in 2015, up 17 .7 percent from 20144. Market research company eMarketer estimates that mobile commerce sales accounted for almost half the share of e-commerce sales in 20155. This year, retail mobile commerce sales in China are forecasted to grow by 51.4 percent to。

    39、 account for 55.5 percent of retail ecommerce sales in the country in 2016. By 2019, mobile users in China are expected to spend nearly $1.5 trillion on mobile commerce. 3. 2015 operations report for the telecommunication industry, MIIT, 21 January 2016, c4620679/content.html 4. Notice of the Minist。

    40、ry of Industry and Information Technology on the Quality of Telecommunications Services (No. 1 of 2016), MIIT, 28 January 2016, 5. Ecommerce Turns into Mcommerce in China, eMarketer, 23 March 2016, Mcommerce-China/1013736 Note: Converted at exchange rate of US$1 = RMB 6.15. Includes products or serv。

    41、ices ordered using the internet via mobile devices, regardless of the method of payment or fulfillment. Includes sales on tablets. Excludes travel and event tickets. Excludes Hong Kong. Retail m-commerce sales in China, 2014-2019 201420152016201720182019 Retail m-commerce sales (billions) $180.40$33。

    42、3.99$505.74$737 .07$1,039.84$1,410.72 % change211.5%85.1%51.4%45.7%41.1%35.7% % of retail ecommerce sales38.1%49.7%55.5%61.0%66.3%71.5% % of total retail sales4.7%7 .9%10.9%14.5%19.0%24.0% Source: eMarketer The meteoric rise in online and mobile activity points to a Chinese consumer that is increasi。

    43、ngly sophisticated, hungry for information, more likely to spend and keen on accessing a greater variety of products. The survey finds that consumers opt to shop online primarily because of the ability to shop at all hours, compare prices and secure better deals, as well as the convenience of not ha。

    44、ving to travel to a physical store. Although desktops and laptops are still the most commonly used devices for shopping, with smartphone use in China skyrocketing (see Figure 1.3), we expect m-commerce to become the preferred medium for many consumers throughout their entire shopping journey, encomp。

    45、assing initial product research, purchase and final payment, as well as post-purchase feedback. The survey also finds that Chinese consumers are actively interacting with brands and each other on the internet. This is bringing digital media to the fore, and companies operating in China need to embra。

    46、ce the growing influence of m-commerce and carefully develop strategies to enhance the overall shopping experience for consumers. 2016 KPMG Huazhen LLP , a special general partnership in China, is member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperat。

    47、ive (“KPMG International”), a Swiss entity. All rights reserved. Printed in China. 5 | Chinas Connected Consumers 2016 Figure 1.4 : Most popular products purchased online by Chinas consumers Last 12 months Next 12 months Food/Groceries Electronics/Computers/ Peripherals Womens Apparel Mens Apparel B。

    48、ooks/Music Cosmetics/Skin care Accessories Household goods and appliances Womens Shoes Mens Shoes Bags/Leather goods Telecommunications/phones Furniture/Home decor Childrens Apparel Sporting goods/Equipment 56.7% 51.2% 56.7% 48.8% 47.4% 44% 43.2% 43.1% 42.8% 37% 34.6% 33% 31% 29.4% 26.1% 53.9% 50.9%。

    49、 55.8% 49.9% 47.9% 42.4% 41.5% 46.6% 43.8% 39.3% 34.6% 35.7% 34.8% 29.2% 33% Source: KPMG Survey analysis, 2016 E-commerce is bringing goods to consumers in a more convenient and cost-effective way, and is a very meaningful channel to increase domestic consumption. Three or four years ago, some companies in China might not have been 100 percent sure about the value of e-commerce. But now, FMCG manufacturers and retailers view e-commerce as essential, and we see a lot of our clients puttin。

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