毕马威：2016年中国互联网消费者调查报告（下载）（28页）.pdf

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