comscore區(qū)副總裁-2015跨境電商消費(fèi)者行為及趨勢(shì)研究

1、關(guān)于comScore：comScore 是世界公認(rèn)的數(shù)字統(tǒng)計(jì)、研究的領(lǐng)先者客戶數(shù)量全球2,400+公司總部弗吉尼亞州雷士頓市在全球23個(gè)國(guó)家設(shè)有32個(gè)分支機(jī)構(gòu)分支機(jī)構(gòu)V01132 comScore, Inc. Proprietary.大數(shù)據(jù)每月收集1.5T數(shù)據(jù)交互全球覆蓋測(cè)量172個(gè)國(guó)家的數(shù)據(jù)；匯報(bào)43個(gè)市場(chǎng)的數(shù)據(jù)員工 數(shù)量1,300+NASDAQSCOR趨勢(shì)一：忘掉“”，只要“網(wǎng)購(gòu)” comScore, Inc.Proprietary.全球網(wǎng)購(gòu)人群高達(dá)13億，占網(wǎng)民總數(shù)的71.7%，人均網(wǎng)購(gòu)時(shí)長(zhǎng)占總體上網(wǎng)時(shí)長(zhǎng)的6.2%全球Top 15 網(wǎng)購(gòu)市場(chǎng) （By UV）UV （百萬(wàn)）1,333滲透率(

2、%)71.7%人均時(shí)長(zhǎng)占比（%）6.2%全球ChinaUSJapan7374776171847987585567Brazil Russia GermanyUKFrance Turkey CanadaItaly Spain PolandMexico454844837010458886849343154237822545922179818217178163614 comScore, Inc. Proprietary.Source: comScore MMX July 2015, Home and work, 15+在全球前15的列表UV (百萬(wàn))國(guó)占據(jù)了5個(gè)席位人均時(shí)長(zhǎng)（分鐘）阿里巴巴Amazon

3、 SiteseBay 京東 Worldwide Wal-MartMercadoLibre42955369292355721121127510912575252525045433189Hewlett Packard唯品會(huì)Rakuten Inc蘇寧網(wǎng)購(gòu)Shop Samsung Group1424453343265Source: comScore MMX July 2015, Home and work, 15+ comScore, Inc.Proprietary.從全球范圍來(lái)看，24%的網(wǎng)購(gòu)交易來(lái)自于；在巴西和墨西哥，交易的比例更是高達(dá)三分之一Online purchase by website*

4、Avg. chip allocation out of 100Asia(n=5,275)Europe(n=6,238)Brazil(n=1,070)listed below?Mexico(n=1,053)DOM1. Overall, what percentage of your online purchases comes from each of the sour*Not shown to the U.S.66來(lái)源：comScore-UPS聯(lián)合研究 comScore, Inc. Proprietary.商品的可獲得性和更的價(jià)格，是選擇的主要原因Reason to shop on forei

5、gn websites*Among those who shop on foreign websitesDOM2. What are the reasonst you choose to shop on a non-Country website? Please select allt apply*Not shown to the U.S.7Proprietary and: This presen ion may not be used or disclosed to anyother n employees of customer, unless expressly authorized b

6、y UPS. 2014 United Parcel Service of America, Inc. UPS, the UPS brandmark, the color brown and photos are trademarks of United Parcel Service of America, Inc.s.免費(fèi)運(yùn)送有助于促成交易：74%的網(wǎng)購(gòu)用戶認(rèn)為免運(yùn)費(fèi)很重要CHECK3. How important is free shipwhen you are making a purchase online?Proprietary and: This presen ion may not

7、 be used or disclosed to anyother n employees of customer, unless expressly authorized by UPS.8 2014 United Parcel Service of America, Inc. UPS, the UPS brandmark, the color brown and photos are trademarks of United Parcel Service of America, Inc.s.對(duì)于國(guó)內(nèi)，大部分用戶選擇5天以內(nèi)到達(dá)，而對(duì)于國(guó)際運(yùn)輸，則選擇5-7天Most often select

8、ed shipoptions DomesticAmong respondents who ship domestically, Avg. Chip Allocation out of 100Asia(n=5,149)Europe(n=6,122)Brazil(n=1,059)Mexico(n=1,037)U.S.(n=5,849)Most often selected shipoptions ernational*Among respondents who shipernationally, Avg. Chip Allocation out of 100Asia(n=3,946)Europe*

9、(n=4,031)Brazil(n=1,012)Mexico(n=979)Proprietary and: This presen ion may not be used or disclosed to anyother n employees of customer, unless expressly authorized by UPS. 2014 United Parcel Service of America, Inc. UPS, the UPS brandmark, the color brown and photos are trademarks of United Parcel S

10、ervice of America, Inc.s.81%的消費(fèi)者為了免費(fèi)國(guó)際快遞，愿意額外等待3天或以上，巴西的用戶更具耐心，超過(guò)三成的用戶可以額外等待11天以上Additional days willing to wait for free shipAmong consumers who shipfromernationallyernational retailersAsia(n=3,910)Europe(n=4,031)Brazil(n=994)Mexico(n=960)CHECK10. How many additional days are you usually willing to

11、 wait to receive free ship?*Not shown to U.S.; For Europe “ ernational” represents shipments outside of EuropeProprietary and: This presen ion may not be used or disclosed to anyother n employees of customer, unless expressly authorized by UPS.10 2014 United Parcel Service of America, Inc. UPS, the

12、UPS brandmark, the color brown and photos are trademarks of United Parcel Service of America, Inc.s.趨勢(shì)二：中國(guó)制造玩轉(zhuǎn)新興市場(chǎng)，滲透歐美 comScore, Inc. Proprietary.俄羅斯及巴西為中國(guó)主要出口市場(chǎng)Axpress Top 10市場(chǎng) （by UV）UV （百萬(wàn)）滲透率（%）當(dāng)?shù)豏ussia BrazilUSTurkey SpainFrance16.62414344417143271312.7205.934.03.714173.12.883Mexico GermanyIta

13、ly94712 comScore, Inc.Proprietary.Source: comScore MMX July 2015, Home and work, 15+敦煌網(wǎng)以為重要市場(chǎng)，而蘭亭集勢(shì)則主要集中在不歐洲敦煌網(wǎng)主要市場(chǎng)UV（000）蘭亭集勢(shì)主要市場(chǎng)UV（000）USSpain France Brazil ItalyNetherlands UKGermany RussiaOthersUSUK1,3021,4022,5731,719CanadaFrance Spain1,218103139142158Brazil Australia RussiaOthers25431

14、037088041374664238740817221413Source: comScore MMX July 2015, Home and work, 15+ comScore, Inc.Proprietary.俄羅斯市場(chǎng)已被拿下 comScore, Inc. Proprietary.俄羅斯網(wǎng)購(gòu)用戶總數(shù)為4,771萬(wàn)，在網(wǎng)民中滲透率為70%，男女比例為48:52，近半數(shù)為35歲以下，三口以上家庭的占比超過(guò)七成俄羅斯網(wǎng)購(gòu)用戶分布俄羅斯網(wǎng)購(gòu)用戶分布12%18%15-2425-3435-4445-5455+16%48%52%30%24%分布（%）俄羅斯網(wǎng)購(gòu)用戶家庭31.226.821.514.46

15、.1HH Size: 1HH Size: 2HH Size: 3HH Size: 4HH Size: 5+15Source: comScore MMX July 2015, Home and work, 15+ comScore, Inc. Proprietary.阿里已經(jīng)占據(jù)俄羅斯市場(chǎng)，但市場(chǎng)整體尚未形成明顯的梯隊(duì)，流量相對(duì)分散，后來(lái)者仍有機(jī)會(huì)Average Minutes per VisitorTotal UV (000)%ReachAverage Daily Visitors (000)Total Minutes (MM)Total Pages Viewed (MM)MediaTotal

16、ernet:s: 15+68,540100.040,975120,565238,3241,759.1Retail47,71569.67,3932,2624,26147.41Corporation16,88924.61,58768197940.32Yandex Market比較購(gòu)物8,82412.9503861109.73OZON.ru Sites綜合5,8438.532115342.64M.4,4546.527239748.73C5Lamoda Sites4,0856.0258498912.0服飾6eBay3,5845.22876711318.63C7Eldorado3,4185.018426

17、517.68Svyaznoy Sites3C3,4075.01938272.49DNS-SHOP.RU3C3,3965.0209435712.710WILDBERRIES.RU服飾3,2234.727412217237.911Otto Gruppe3,0694.52114411214.312MY-SHOP.RU2,9604.3119481.513VSEINSTRUMENTI.RU2,8614.213512394.314Worldwide Sites2,7444.014211164.015Amazon Sites2,7224.016118296.616ULMART.RU2,6463.917737

18、5114.017IKEA2,4383.6137375115.218CITILINK.RU2,4243.5144255010.2192,4163.51478133.320LABIR.RU2,2933.312419338.116Source: comScore MMX July 2015, Home and work, 15+ comScore, Inc.Proprietary.Yandex、.ru、是俄羅斯重要的流量Axpress流量來(lái)源Ozon流量來(lái)源LamodaT流量來(lái)源M.流量來(lái)源17 comScore, Inc. Proprietary.Source: comScore MMX July

19、 2015, Home and work, 15+Total UV (000)Entries (000)% of EntriesLamoda Sites4,37132,241100.0Sourofing traffic1.ru Group1,2403,26210.12Yandex Sites1,1692,0816.53Logon4216332.04Sites3151,2974.05WILDBERRIES.RU2084001.26Corporation1071940.6Total UV(000)Entries(000)% ofEntriesM.4,67029,473100.0Sourofing

20、traffic1Yandex Sites1,6333,19010.82.ru Group8181,6205.53Sites5027472.54Logon3945351.85PPF Group3426422.26DNS-SHOP.RU1522270.8Total UV (000)Entries (000)% of EntriesOZON.ru Sites6,20532,605100.0Sourofing traffic1Yandex Sites1,2511,9556.02.ru Group8441,6625.13Sites4221,0403.24Logon3875431.75MEGOGO.NET

21、3697822.46S.RU3594981.5Total UV (000)Entries (000)% of Entries17,850197,962100.0Sourofing traffic1.ru Group5,29130,83415.62Yandex Sites4,70213,7246.93Logon3,2697,3053.74Sites2,3997,9384.05Corporation1,4555,0712.66RUSSIANT.RU5171,4630.7網(wǎng)購(gòu)中國(guó)商品的用戶，以年輕人為主，大部分為重度互聯(lián)網(wǎng)用戶，喜歡比價(jià)，關(guān)注數(shù)碼產(chǎn)品、服裝、玩具、首飾等商品Axpress 俄羅斯用戶

22、SegmentsUV (000)% UVUV TGIAll Apparel5,86635.4175Heavy Apparel1,3998.4204Moderate Apparel1,71110.3169Light Apparel2,75616.6166All Consumer Electronics7,13843.1177Heavy Consumer Electronics1,65110.0202Moderate Consumer Electronics2,16313.1176Light Consumer Electronics3,32520.1167All Jewelry/Luxury/Ac

23、sories1,86211.2213Heavy Jewelry/Luxury/Acsories3882.3213Moderate Jewelry/Luxury/Acsories5693.4216Light Jewelry/Luxury/Acsories9065.5212All Toys Heavy Toys Moderate Toys Light Toys1,3292843956498.018620818417818Source: comScore MMX July 2015, Home and work, 15+ comScore, Inc.Proprietary.UV (

24、000)% UVUV TGIAge15-243,42120.711225-345,18131.310735-443,92123.710045-542,28013.88755+1,76310.683ernet UsageHeavy6,34038.3178Moderate6,39138.6123Light3,83523.249Comparison ShopAll6,04036.5182Heavy1,4979.0219Moderate1,82811.0183Light2,71516.4166巴西市場(chǎng)仍需突破 comScore, Inc. Proprietary.巴西網(wǎng)購(gòu)用戶總數(shù)為5,393萬(wàn)，在網(wǎng)民

25、中滲透率為84%，呈現(xiàn)年輕化的特點(diǎn)，35歲以下用戶過(guò)半，三口以上家庭的比例達(dá)到85%，在區(qū)域上集中南區(qū)巴西網(wǎng)購(gòu)用戶分布巴西網(wǎng)購(gòu)用戶分布7%15-2425-3435-4445-5455+27%14%25%51%49%27%巴西網(wǎng)購(gòu)用戶區(qū)域分布巴西網(wǎng)購(gòu)用戶家庭2%分布（%）3.6%13%HH Size: 1HH Size: 2HH Size: 3HH Size: 4HH Size: 5+28%16.4%23%9.5%34%51%19.4%20Source: comScore MMX July 2015, Home and work, 15+ comScore, Inc. Proprietary.M

26、ercadolibre是巴西購(gòu)物用戶比價(jià)的傾向明顯的領(lǐng)先企業(yè)，前五家重合度較高，Source: comScore MMX July 2015, Home and work, 15+21 comScore, Inc. Proprietary.MediaTotal UV(000)% ReachAverage Daily Visitors (000)Total Minutes (MM)Total Pages Viewed (MM)Total Visits (000)1MercadoLibre綜合29,046453,1599001,857137,0272B2W Digital3C19,815311,7

27、3940174267,9893Corporation綜合14,173221,00124833637,5324Nova綜合12,9532094316224735,7175Netshoes Group服飾12,602209028311732,065612,59820739277026,057BuscCompany比價(jià)7Wal-Mart綜合11,637,5358.BR服飾8,770,5409.BR3C7,77612445326915,87010L.BR 綜合7,53412434306815,126116,6491040292013,676UOL Shop比價(jià)121314151617181920Maq

28、uina De Vendas Amazon Sites.BR.BROFERTAZ.NETWorldwide SitesDafiti Sites.BRNatura Cosmeticos6,1605,2624,9424,6044,2954,0043,8893,3673,25710887766553633712682195231832812402013742282746167110735359372937211031713612,78013,1849,2587,28131,3866,38710,6248,1458,293巴西網(wǎng)購(gòu)用戶人均每月在對(duì)吸引網(wǎng)購(gòu)用戶上耗時(shí)超過(guò)10小時(shí)，經(jīng)營(yíng)好的TOP20巴西用

29、戶最常ComitionAverage Minutes per VisitorMediaTotal UV (000)% ReachIndex UV1Sites53,19998.6102340.3246,32085.9104623.93Sites43,73981.1121145.54UOL41,84177.612393.75R7 Portal39,09372.512625.96Globo37,64169.8125127.87Yahoo Sites31,95459.212554.28Terra -efonica29,92055.512541.89MercadoLibre29,04653.913631

30、.010Grupo NZN26,79949.711921.411IG Portal21,84840.512934.712B2W Digital19,81536.713720.213OLX Inc.19,36735.913143.514Grupo Abril17,09031.71329.015Corporation14,17326.313617.516Nova12,95324.013812.517Netshoes Group12,60223.41366.618BuscCompany12,59823.41382.219BitTorrent Network12,36622.91121.820Wiki

31、media Foundation Sites12,23222.71305.8Source: comScore MMX July 2015, Home and work, 15+22 comScore, Inc.Proprietary.及是巴西重要的流量Mercadolibre流量來(lái)源B2W流量來(lái)源NovaAxpress 流量來(lái)源流量來(lái)源23 comScore, Inc. Proprietary.Source: comScore MMX July 2015, Home and work, 15+Total UV (000)Entries (000)% of EntriesTotal UV(000

32、)Entries (000)% of EntriesAxpress19,07761,391100.0Nova12,71882,743100.0Sourofing trafficSourofing traffic1Sites3,85310,65614.41Sites8,30449,94837.32Logon2,0083,7205.02B2W Digital2,5726,1144.63MercadoLibre1,6714,0535.53Logon2,1693,5002.641,2694,1715.641,5543,9843.05Corporation7221,6652.35.BR1,1101,83

33、61.46Sites6651,6982.36Wal-Mart1,0721,7081.376316920.97Sites9371,9741.5Total UV (000)Entries (000)% of EntriesB2W Digital18,158111,394100.0Sourofing traffic1Sites10,06231,80519.22Logon4,8728,2135.033,2169,6215.84Sites2,4726,4873.95Nova2,0394,6292.86MercadoLibre1,4512,5561.57Wal-Mart1,3992,4701.5Total

34、 UV (000)Entries (000)% of EntriesMercadoLibre24,524261,222100.0Sourofing traffic1Sites13,78962,85718.22Logon6,77615,9704.634,22816,5074.84Corporation3,5896,6241.95OLX Inc.3,1546,8322.06Sites3,09512,4783.67UOL1,8234,8571.4對(duì)比其他區(qū)域，巴西的用戶更喜歡在上關(guān)注電商的動(dòng)態(tài)并點(diǎn)贊“Liking” retailers onAmongusersAsia(n=2,693)Europe(

35、n=4,363)Brazil(n=972)Mexico(n=984)U.S.(n=4,223)updatesAmount of attention paid to retailersAmong consumers who “l(fā)ike” retailers onAsia(n=1,704)Europe(n=2,418)Brazil(n=727)Mexico(n=808)U.S.(n=2,615)SM2. Do you “Like” any retailers on?SM3. When you see updates from the retailer on yournewsfeedt you “l(fā)

36、ike”, how much attention do you generally devote to the update?.Proprietary and: This presen ion may not be used or disclosed to anyother n employees of customer, unless expressly authorized by UPS.24 2014 United Parcel Service of America, Inc. UPS, the UPS brandmark, the color brown and photos are

37、trademarks of United Parcel Service of America, Inc.s.巴西的用戶更愿意在社交網(wǎng)絡(luò)上滿意的商家Likelihood to promote brand or product on sol media if satisfiedAsia(n=4,575)Europe(n=4,826)Brazil(n=1,021)Mexico(n=1,031)U.S.(n=4,601)SM5. When satisfied wibrand or product you have purchased, how likely are you to promote the

38、 brand or product via sol media?Proprietary andThis presen ion may not be used or disclosed to anyother n employees of customer, unless expressly authorized by UPS.25 2014 United Pcaorcmel SSecrvoicreeoo, fIAnmce.ricaP, Inrco.pUriPeSt,athrye.UPS brandmark, the color brown and photos are trademarks o

39、f United Parcel Service of America, Inc.s.從品類來(lái)看，巴西A品等有濃厚的xpress的用戶，對(duì)服裝、日用品、運(yùn)動(dòng)戶外用品、禮26Source: comScore MMX July 2015, Home and work, 15+ comScore, Inc. Proprietary.UV (000)% Reach% UVTGIRetail / Apparel7,27135.254.2203Retail / Consumer Goods70641.75.3240Retail / Flowers/Gifts/Greetings26741.42.023998

40、139.07.3225Retail / Jewelry/Luxury Goods/AcsoriesRetail / Sports/Outdoor6,08035.345.3204Retail / Toys84536.96.3213趨勢(shì)三：懂丌懂外語(yǔ)，海淘都是So easy！ comScore, Inc. Proprietary.相比于其他區(qū)域，中國(guó)用戶直接在海站上購(gòu)物的比例較低DOM1. Overall, what percentage of your online purchases comes from each of the sourlisted below?Proprietary and

41、This presen ion may not be used or disclosed to anyother n employees of customer, unless expressly authorized by UPS.28 2015 United Parcel Service of America, Inc. UPS, the UPS brandmark, the color brown and photos are trademarks of United Parcel Service of America, Inc.s.總體費(fèi)用要關(guān)時(shí)間長(zhǎng)、清關(guān)手續(xù)復(fù)雜、稅費(fèi)高是海淘的主DOM3. What are some of the problems you have experienced when purchasing from non-local website