comscore區(qū)副總裁-2015跨境電商消費者行為及趨勢研究

1、關于comScore：comScore 是世界公認的數(shù)字統(tǒng)計、研究的領先者客戶數(shù)量全球2,400+公司總部弗吉尼亞州雷士頓市在全球23個國家設有32個分支機構分支機構V01132 comScore, Inc. Proprietary.大數(shù)據每月收集1.5T數(shù)據交互全球覆蓋測量172個國家的數(shù)據；匯報43個市場的數(shù)據員工 數(shù)量1,300+NASDAQSCOR趨勢一：忘掉“”，只要“網購” comScore, Inc.Proprietary.全球網購人群高達13億，占網民總數(shù)的71.7%，人均網購時長占總體上網時長的6.2%全球Top 15 網購市場 （By UV）UV （百萬）1,333滲透率(

2、%)71.7%人均時長占比（%）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)國占據了5個席位人均時長（分鐘）阿里巴巴Amazon

3、 SiteseBay 京東 Worldwide Wal-MartMercadoLibre42955369292355721121127510912575252525045433189Hewlett Packard唯品會Rakuten Inc蘇寧網購Shop Samsung Group1424453343265Source: comScore MMX July 2015, Home and work, 15+ comScore, Inc.Proprietary.從全球范圍來看，24%的網購交易來自于；在巴西和墨西哥，交易的比例更是高達三分之一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來源：comScore-UPS聯(lián)合研究 comScore, Inc. Proprietary.商品的可獲得性和更的價格，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.免費運送有助于促成交易：74%的網購用戶認為免運費很重要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.對于國內，大部分用戶選擇5天以內到達，而對于國際運輸，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%的消費者為了免費國際快遞，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.趨勢二：中國制造玩轉新興市場，滲透歐美 comScore, Inc. Proprietary.俄羅斯及巴西為中國主要出口市場Axpress Top 10市場 （by UV）UV （百萬）滲透率（%）當?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+敦煌網以為重要市場，而蘭亭集勢則主要集中在不歐洲敦煌網主要市場UV（000）蘭亭集勢主要市場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.俄羅斯市場已被拿下 comScore, Inc. Proprietary.俄羅斯網購用戶總數(shù)為4,771萬，在網民中滲透率為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七成俄羅斯網購用戶分布俄羅斯網購用戶分布12%18%15-2425-3435-4445-5455+16%48%52%30%24%分布（%）俄羅斯網購用戶家庭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.阿里已經占據俄羅斯市場，但市場整體尚未形成明顯的梯隊，流量相對分散，后來者仍有機會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流量來源Ozon流量來源LamodaT流量來源M.流量來源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網購中國商品的用戶，以年輕人為主，大部分為重度互聯(lián)網用戶，喜歡比價，關注數(shù)碼產品、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巴西市場仍需突破 comScore, Inc. Proprietary.巴西網購用戶總數(shù)為5,393萬，在網民

25、中滲透率為84%，呈現(xiàn)年輕化的特點，35歲以下用戶過半，三口以上家庭的比例達到85%，在區(qū)域上集中南區(qū)巴西網購用戶分布巴西網購用戶分布7%15-2425-3435-4445-5455+27%14%25%51%49%27%巴西網購用戶區(qū)域分布巴西網購用戶家庭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是巴西購物用戶比價的傾向明顯的領先企業(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巴西網購用戶人均每月在對吸引網購用戶上耗時超過10小時，經營好的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流量來源B2W流量來源NovaAxpress 流量來源流量來源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對比其他區(qū)域，巴西的用戶更喜歡在上關注電商的動態(tài)并點贊“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絡上滿意的商家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.從品類來看，巴西A品等有濃厚的xpress的用戶，對服裝、日用品、運動戶外用品、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趨勢三：懂丌懂外語，海淘都是So easy！ comScore, Inc. Proprietary.相比于其他區(qū)域，中國用戶直接在海站上購物的比例較低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.總體費用要關時間長、清關手續(xù)復雜、稅費高是海淘的主DOM3. What are some of the problems you have experienced when purchasing from non-local website