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2010-2011 Online Shopping Users Age And Order Behavior Research

2011/6/16 11:50:00 319

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According to the latest survey of Internet habits and consumption behaviors of Internet users in China, AI seeks to show that in 2010

online shopping

User gender structure tends to be balanced, male ratio is slightly higher than female; more than 50% of online shoppers are 19~30 years old students and young white-collar workers; in 2010, online shopping users in China most often buy brand clothing.

Clothes & Accessories

Before shopping decisions, more than 50% users consider price factors to be the primary reason for their choice of online shopping; over 80% of potential users of online shopping have online shopping plans in the coming month.

Among them, online shoppers refer to Internet users who have had Internet shopping experience at least once every six months.

Potential online shoppers refer to Internet users who have searched for information about product specifications and prices on the Internet, but do not purchase them online.

The questionnaire was placed on the website of AI, and in December 1, 2010 ~2011 January 15th, through the advertising and word chain advertisements on 109 mainstream websites in China, users were actively involved in filling out questionnaires.

More than 80 thousand questionnaires were collected from the survey, and the invalid questionnaires were excluded after treatment. According to the sex and age of Internet users, the proportion was weighted, and the number of samples was 70 thousand.

The gender structure is relatively stable.

Increasing participation of older people

According to the survey, in 2010, the number of orders reached by male online shoppers accounted for 52.6%, while women accounted for 47.4% of the online shopping market.

Compared to the same period in 2009, the gender structure was relatively stable.

Online shopping is still in its infancy, and male online shopping participation is slightly higher than that of women, mainly determined by the more challenging and adventurous character of men.

With the maturity of online shopping, it is estimated that the contribution of male and female online shopping will be balanced in the future.

Female users had the largest number of Internet shopping in more than 40 times of the year, accounting for 30.7%, while male users had the largest number of 3~10 shopping times in the whole year, accounting for 31.9%.

The proportion of female users is higher than that of male users in the frequency distribution of 31~40 times and more than 40 times. This shows that although men's online shopping participation is slightly higher than that of women, women are more interested in online shopping than men.

Female users had the largest distribution of 5001~10000 yuan in online shopping, accounting for 17.2%, while male users distributed the most in the range of 3001~5000 yuan, accounting for 16.6%.

In the four interval distributions of 5001~10000 yuan, 10001~20000 yuan, 20001~50000 yuan and more than 50000 yuan, the proportion of female users is higher than that of male users.

It can be seen from the cumulative amount of online shopping that although men buy more jewellery, digital products and so on, they are more likely to buy clothes, cosmetics, underwear and accessories than women.

fashion

The unit price of brand goods is high, but female users occupy the absolute advantage in the frequency of online shopping.

In 2010, more than 50% of online shoppers in China were still 19~30 years old and young white collar workers. The proportion of orders reached by the 30~40 year old people was 22.5%, higher than 20.8% in 2009, reflecting the increase in online shopping participation among older people.

The reason for this phenomenon is that the number of users of online shopping has increased. Two, the enthusiasm of online shopping has increased with the younger generation.

Age distribution of Chinese online shopping users in 2009~2010

Clothing online shopping volume remains the first

Price is the primary decision factor.

According to the survey, clothing products, shoes and caps and bags and suitcases continued to rank first in the commodity category most frequently purchased by online shoppers in 2010. The proportion of online shopping users reached 46.1%, representing an increase of 11 percentage points compared with 2009.

In the process of online shopping decision making, 58.1% of users think that price factor is the primary reason for choosing online shopping.

China's mainstream online shopping users are middle and low income groups who are more sensitive to commodity price changes, so the low price promotion strategy will still have a very good market effect.

Online shopping is more convenient and fast, and the number of online products is the main reason for choosing online shopping. The proportion of users is 19.3% and 15.9% respectively, indicating that the promotion of logistics distribution service and the expansion of website commodity category should be the focus of website operation.

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The primary reason for users to choose online shopping

Before shopping, nearly 70% of online shoppers will go directly to the shopping website to get information about goods.

On the one hand, because of the large number of products in the website, it provides users with enough choice space. On the one hand, users' evaluation functions in shopping websites can help users acquire more authentic commodity information.

The most popular online shopping clothes at 18~24 years old

The proportion of users who purchase clothing, shoes and caps and bags is 52.2%, while the proportion of users who purchase online goods is 38.6% and the number of purchases is the most frequent.

Relatively speaking, female users mostly buy cosmetics and nursing products, food health care, mother and baby products, while male users buy more sports, virtual cards and IT digital products.

The survey also showed that in the purchase of clothing, shoes, hats, bags and accessories, the 18~24 age group accounted for the highest proportion of users, reaching 49.7%, mainly because young people of this age group are fond of fashion and like to chase the trend.

In the purchase of goods for mother and infant, the proportion of users aged 25~30 and 31~35 was the highest. The reason is that 25~35 is the peak age of childbirth, and the demand for maternity products is high.

In the purchase of books and audio-visual merchandise brands, the proportion of users aged below 18 accounted for the highest, reaching 19%.

Age distribution of apparel online shoppers in 2010

No order is mainly concerned about quality.

Compared with the types of goods purchased by online shoppers in China and the types of goods inquired by potential online shoppers, the number of users querying online for digital, communications, IT products and small household appliances is 58.1%, 49.5%, 46.9% and 45% respectively.

Clothing and shoes and hats, cosmetics and nursing, household department stores, books and audio and video, food health care and gift toys, the proportion of potential users and the proportion of online shopping users are high, indicating that the Internet has become an important channel for consumers to obtain information and purchase goods.

Worrying about the quality of goods and the reputation of shopping websites are the primary reasons for potential online shoppers to find information on the Internet but not directly. The percentage of users is 70.6% and 50.3% respectively.

Other reasons include slow delivery speed, inconvenient customer service consultation, online shopping registration and complex shopping process.

Reasons for potential online shopping users not to place orders online