AC尼尔森：在线购物行为

2011NielsenOnlineShoppingBehaviorConfidential&Proprietary•Copyright©2011TheNielsenCompanyDate:March,2011TableofContent1234OnlineShoppingMarketTheScopeoftheResearchResearchDesignTheInvestments2NielsenOnlineShoppingBehaviorReportCopyright©2011TheNielsenCompany.Confidentialandproprietary.3Copyright©2011TheNielsenCompany.Confidentialandproprietary.Areyouinterestedinknowingonlineshopper’sbehavior?Doyouknowthemarketpotentialandtrendsofonlineshopping?Whatareyouropportunitiesintheonlineshoppingmarket?NielsenOnlineShoppingBehaviorReportwillansweralltheseforyou.NielsenOnlineShoppingBehaviorReport4Copyright©2011TheNielsenCompany.Confidentialandproprietary.OnlineShoppingMarketNielsenOnlineShoppingBehaviorReport5Copyright©2011TheNielsenCompany.Confidentialandproprietary.UnderstandingofOnlineShoppingMarket•Onlineshoppinghasshownanupwardtrendoverthepastyears.Nearly70%ofconsumershavepurchasedatleastonedefinedcategoryviaonlineinpastoneyear.•Facialcareisthecategorymostshopperspurchaseonline.Bodyandpersonalcareproductcategoriesfollow,especiallyfor20-29females.Primaryshoppersoffamilycleaningproductsarethoseaged30andabove.•Yahoo!KimoShopping,Yahoo!KimoAuctionandPayEasyarethetopthreepopularwebsitesforalltargetedcategories(facial,bodyandpersonalcare,familycleaningandpaper-basedproductcategories).Shoppersliketobuyfamilycleaningandpaper-basedproductsfromPChome–Yahoo!KimoShoppingattractsshoppersindifferentagegroups–Yahoo!KimoAuctionandPayEasyappealtomoreshoppersaged20-29yearsold–PChomeappealsmoretothoseagedabove40andwhitecollarworkers•Ingeneral,convenience(Open24hours,EasytocomparepricesandDeliverytohome)isthetriggerfordoingonlineshopping.•Althoughthephysicalchannelisstillthemainchannel,consumerstodayarecomparingpricesbetweenphysicalandonlinechannelswhentheyengageinshopping.Andforone-thirdofconsumers,mostofwhom20-29yearsold,Onlinehasbecomeoneimportantshoppingalternative.Theseindicatetheimportanceofonlineshoppinginconsumers’channelconsideration.NielsenOnlineShoppingBehaviorReport30.76Copyright©2011TheNielsenCompany.Confidentialandproprietary.0.30.50.20.30.20.20.30.10.20.10.20.10.20.214.618.923.831.510.97.71.912.273.610.45.74.19.56.33.48.582.89.87.82.411.85.81.9015105252035302004200520062007200820092010'1-6Tele-MarketingRadioShoppingOnlineShopping*TVShoppingDirectSalesCatalog/DM%Source:2010NielsenMediaNetWatchStudy*OnlineshoppingincludingonlineauctionOnlineshoppingshowedgrowingtrendovertheyearsNon-physicalChannels32.7UsedinP1Y31.37Copyright©2011TheNielsenCompany.Confidentialandproprietary.3330272517934Facialcarewasthetoponlinepurchasingcategory,followedbyBodycareandPersonalhygiene/care.Over60%consumerspurchaseddefinedcategoriesinP1Y.PurchaseCategoriesOnlineFacialcarePersonalhygiene/careBodycare(includinghand,foot)FamilycleaningPaper-basedproducts(tissues,sanitarynapkins,babydiapers,adultdiaper)CosmeticsEyecareNoneoftheabove%Q:Haveyouboughtthefollowingpersonalandfamilyproductsonlineinthepast12months?P1Y3866%hadpurchasedatleastonedefinedcategoryinpastoneyearSource:2009NielsenOnlineShoppingSyndicateStudy72665755504139363534Q:Comparedtophysicalchannels,whatarethereasonswhyyoubuypersonalandfamilyproductsonline?Open24hoursEasytocomparepricesDeliverytohomeCancomparemanyproducts/brandsandfunctionsBetterpriceNoneedtogoout/don'twanttogooutConvenienttocollectinformationSavestime(noneedtogotophysicalstores)CanknowwhatarepopularproductsManywaystopayOpen24hours,Easytocompareprices,andDeliverytohomewerethetopthreereasonstoshoponline.Fortheyoungest(15to29)agegroup,Convenienttocollectinformationwasalsoimportant.ReasonstoBuyPersonalandFamilyProductsOnlineTotal%8NielsenOnlineShoppingBehaviorReportCopyright©2011TheNielsenCompany.Confidentialandproprietary.Source:2009NielsenOnlineShoppingSyndicateStudy9Copyright©2011TheNielsenCompany.Confidentialandproprietary.ResearchScopeNielsenOnlineShoppingBehaviorReport•LaundryDetergent/Softener•DishWash•Kitchen/BathroomFamilyCleaningProducts••••TonerRemovalLotionEssence,Cream,Gel,etc•MaskFacialCareProducts••••FacialSoap/GelBodyWash/SoapShampooConditioner/Treatment•OralHygieneProductsPersonalHygiene/CareProductsCategoryCoverageDetergent•FloorDetergent•DisposableCleaningWipe10NielsenOnlineShoppingBehaviorReportCopyright©2011TheNielsenCompany.Confidentialandproprietary.BabyCategoryProducts•BabyDiapers•BabyMilkPowder•BabyHygiene/CareProductsPaper-basedProducts•Tissues/FacialTissues/KitchenTissues•SanitaryNapkins/CategoryCoverage11NielsenOnlineShoppingBehaviorReportCopyright©2011TheNielsenCompany.Confidentialandproprietary.Pads•Pantiliners•DisposableAdultAbsorbentProductsIncomparisonwithresearchcontentsin2010OnlineShoppingBehaviorReport,Conditioner/TreatmentunderPersonalHygiene/CareProducts,DisposableCleaningWipeunderFamilyCleaningProducts,BabyMilkPowderandBabyHygiene/CareProductsunderBabyCategoryProductsarethenewlyaddedproductsin2011report;whereasCosmeticscategory(FacialMakeup,Eyeliner,Lipstick,NailPolisherandBasePowderetc.)andHairDyehavebeenexcluded12channelwithonlinechannel,noinfluence,orincreasingpurchasefrequency,et