comscore-2015跨境电商消费者行为及趋势研究

©

comScore,

Inc.

Proprietary.V0113

2关于comScore：comScore

是世界公认的数字统计、研究的领先者NASDAQ

SCOR客户数量

全球2,400+员工数量

1,300+公司总部

弗吉尼亚州雷士顿市全球覆盖

测量172个国家的数据；汇报43个市场的数据分支机构

在全球23个国家设有32个分支机构大数据

每月收集1.5T数据交互©©ccoommSSccoorree,,

IInncc..PPrroopprriieettaarryy..趋势一：忘掉“”，只要“网购”©

comScore,

Inc.

Proprietary.416171721222331344548545558171374BrazilRussiaGermanyUKFranceTurkeyCanadaItalySpainPolandMexico6182817992788486887084677984773854545910347867全球ChinaUSJapanUV（百万）1,333渗透率(%)71.7%人均时长占比（%）6.2%全球Top

15

网购市场（By

UV>Source:

comScore

MMX

July

2015,

Home

and

work,

15+©

comScore,

Inc.Proprietary.5在全球前15的列表UV(百万)国占据了5个席位人均时长（分钟）阿里巴巴429553692923557211211275Amazon

SiteseBay京东

WorldwideWal-Mart10912MercadoLibre5731528Hewlett

Packard529唯品会5214Rakuten

Inc5024苏宁454网购435Shop343Samsung

Group326Source:

comScore

MMX

July

2015,

Home

and

work,

15+©

comScore,

Inc.

Proprietary.6来源：comScore-UPS联合研究Brazil(n=1,070)Mexico(n=1,053)Europe(n=6,238)es

from

each

ofthe

sources

listed

below?Asia(n=5,275)DOMINT1.

Overall,

what

percentage

of

your

online*Not

shown

to

the

U.S.Online

purchase

by

website*Avg.

chip

allocation

out

of

100ProprietaryandThis

presentation

may

not

be

used

or

disclosed

to

anyother

than

employees

of

customer,

unless

expressly

authorized

by

UPS.7商品的可获得性和更

的价格，是选择的主要原因DOMINT2.

Whatare

thereasons

that

you

choose

to

shop

on

a

non-[Country]

website?

Please

select

all

that

apply*Not

shown

to

the

U.S.Reason

to

shop

on

foreignwebsites*Among

those

who

shop

on

foreign

websites©

2014United

Parcel

Service

of

America,

Inc.

UPS,the

UPS

brandmark,

the

color

brown

and

photos

are

trademarks

of

United

Parcel

Service

of

America,

Inc.s.ProprietaryandThis

presentation

may

not

be

used

or

disclosed

to

anyother

than

employees

of

customer,

unless

expressly

authorized

by

UPS.8免费运送有助于促成交易：74%的网购用户认为免运费很重要CHECK3.

How

important

is

free

shipwhen

you

are

making

a

purchase

online?©

2014United

Parcel

Service

of

America,

Inc.

UPS,the

UPS

brandmark,

the

color

brown

and

photos

are

trademarks

of

United

Parcel

Service

of

America,

Inc.s.ProprietaryandThis

presentation

may

not

be

used

or

disclosed

to

anyother

than

employees

of

customer,

unless

expressly

authorized

by

UPS.对于国内 ，大部分用户选择5天以内到达，而对于国际运输，则选择5-7天Most

often

selected

ship options

–

International*Among

respondents

whoship

internationally,

Avg.

Chip

Allocation

out

of

100Most

often

selected

ship options

–

DomesticAmong

respondents

who

ship

domestically,

Avg.

Chip

Allocation

out

of100Brazil(n=1,012)Mexico(n=979)Europe**(n=4,031)Asia(n=3,946)Brazil(n=1,059)Mexico(n=1,037)Europe(n=6,122)U.S.(n=5,849)Asia(n=5,149)©

2014United

Parcel

Service

of

America,

Inc.

UPS,the

UPS

brandmark,

the

color

brown

and

photos

are

trademarks

of

United

Parcel

Service

of

America,

Inc.s.ProprietaryandThis

presentation

may

not

be

used

or

disclosed

to

anyother

than

employees

of

customer,

unless

expressly

authorized

by

UPS.Asia(n=3,910)1081%的消费者为了免费国际快递，愿意额外等待3天或以上，巴西的用户更具耐心，超过三成的用户可以额外等待11天以上Brazil(n=994)Mexico(n=960)Europe(n=4,031)CHECK10.

How

many

additional

days

are

you

usually

willing

towait

toreceive

free

ship

?*Not

shown

to

U.S.;

For

Europe

“International”

represents

shipments

outside

of

EuropeAdditional

days

willing

to

wait

for

free

ship fromInternational

retailersAmong

consumerswho

ship

internationally©

2014United

Parcel

Service

of

America,

Inc.

UPS,the

UPS

brandmark,

the

color

brown

and

photos

are

trademarks

of

United

Parcel

Service

of

America,

Inc.s.©©

ccoommSSccoorree,,

IInncc..

PPrroopprriieettaarryy..趋势二：中国制造玩转新兴市场，渗透欧美3.12.8RussiaBrazilUSTurkeySpainFranceMexicoGermanyItaly7493817145.9

34.03.7Aliexpress

Top

10市场（by

UV）UV

（百万） 渗透率（%）16.6

2412.7

202713当地12©

comScore,

Inc.

Proprietary.Source:

comScore

MMX

July

2015,

Home

and

work,

15+1,7194133872141721031391421581,402USUKCanadaFranceSpainBrazilAustraliaRussiaOthers1,3021,2188807466424082543103702,573USSpainFranceBrazilItalyNetherlandsUKGermanyRussiaOthers敦煌网主要市场UV（000）兰亭集势主要市场UV（000）13©

comScore,

Inc.

Proprietary.Source:

comScore

MMX

July

2015,

Home

and

work,

15+©©

ccoommSSccoorree,,

IInncc..

PPrroopprriieettaarryy..俄罗斯

市场已被拿下48%52%18%30%24%16%12%15-2425-3435-4445-5455+俄罗斯网购用户家庭人口分布（%）31.226.821.514.46.1HH

Size:

1HH

Size:

2HH

Size:

3HH

Size:

4HH

Size:

5+俄罗斯网购用户分布俄罗斯网购用户分布15Source:

comScore

MMX

July

2015,

Home

and

work,

15+©

comScore,

Inc.

Proprietary.MediaTotal

UV(000)%ReachAverage

DailyVisitors

(000)TotalMinutes(MM)Total

PagesViewed

(MM)AverageMinutes

perVisitorTotal

Internet: s:

15+68,540100.040,975120,565238,3241,759.1Retail47,71569.67,3932,2624,26147.41Corporation16,88924.61,58768197940.32Yandex

Market

比较购物8,82412.9503861109.73OZON.ru

Sites

综合5,8438.532115342.64M.

3C4,4546.527239748.75Lamoda

Sites

服饰4,0856.0258498912.06eBay3,5845.22876711318.67Eldorado

3C3,4185.018426517.68Svyaznoy

Sites

3C3,4075.01938272.49DNS-SHOP.RU

3C3,3965.0209435712.710WILDBERRIES.RU

服饰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.RU2,6463.9177375114.017IKEA2,4383.6137375115.218CITILINK.RU2,4243.5144255010.2192,4163.51478133.320LABIRINT.RU2,2933.312419338.116Source:

comScore

MMX

July

2015,

Home

and

work,

15+©

comScore,

Inc.

Proprietary.©

comScore,

Inc.Proprietary.17Aliexpress流量来源Ozon流量来源M.流量来源LamodaT流量来源Source:

comScore

MMX

July

2015,

Home

and

work,

15+TotalUV(000)Entries(000)%ofEntries17,850197,962100.0Sources

of ing

traffic1Mail.ru

Group5,29130,83415.62Yandex

Sites4,70213,7246.93Logon3,2697,3053.74Sites2,3997,9384.05Corporation1,4555,0712.66RUSSIANPOST.RU5171,4630.7TotalUV(000)Entries(000)%ofEntriesOZON.ru

Sites6,20532,605100.0Sources

of ing

traffic1Yandex

Sites1,2511,9556.02Mail.ru

Group8441,6625.13Sites4221,0403.24Logon3875431.75MEGOGO.NET3697822.46S

.RU3594981.5TotalUV(000)Entries(000)%ofEntriesM.4,67029,473100.0Sources

of ing

traffic1Yandex

Sites1,6333,19010.82Mail.ru

Group8181,6205.53Sites5027472.54Logon3945351.85PPFGroup3426422.26DNS-SHOP.RU1522270.8TotalUV

(000)Entries(000)%ofEntriesLamoda

Sites4,37132,241100.0Sources

of ing

traffic1Mail.ru

Group1,2403,26210.12Yandex

Sites1,1692,0816.53Logon4216332.04Sites3151,2974.05WILDBERRIES.RU2084001.26Corporation1071940.6©

comScore,

Inc.

Proprietary.18Source:

comScore

MMX

July

2015,

Home

and

work,

15+UV

(000)%

UVUV

TGIAge15-243,42120.711225-345,18131.310735-443,92123.710045-542,28013.88755+1,76310.683Internet

UsageHeavy6,34038.3178Moderate6,39138.6123Light3,83523.249Comparison

ShopAll6,04036.5182Heavy1,4979.0219Moderate1,82811.0183Light2,71516.4166SegmentsUV

(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/Accessories1,86211.2213Heavy

Jewelry/Luxury/Accessories3882.3213Moderate

Jewelry/Luxury/Accessories5693.4216Light

Jewelry/Luxury/Accessories9065.5212AllToys1,3298.0186Heavy

Toys2841.7208Moderate

Toys3952.4184Light

Toys6493.9178Aliexpress

俄罗斯用户©©

ccoommSSccoorree,,

IInncc..

PPrroopprriieettaarryy..巴西

市场仍需突破20巴西网购用户分布巴西网购用户分布51%49%27%27%25%14%7%15-2425-3435-4445-5455+巴西网购用户家庭人口分布（%）2%13%23%34%28%HH

Size:

1HH

Size:

2HH

Size:

3HH

Size:

4HH

Size:

5+Source:

comScore

MMX

July

2015,

Home

and

work,

15+3.6%9.5%16.4%51%19.4%巴西网购用户区域分布MediaTotalUV(000)%

ReachAverage

DailyVisitors

(000)Total

Minutes(MM)TotalPagesViewed

(MM)TotalVisits(000)1MercadoLibre

综合29,046453,1599001,857137,0272B2W

Digital

3C19,815311,73940174267,9893Corporation

综合14,173221,00124833637,5324Nova

综合12,9532094316224735,7175Netshoes

Group

服饰12,602209028311732,0656Busc

Company

比价12,59820739277026,0577Wal-Mart

综合11,637,5358.BR

服饰8,770,5409.BR

3C7,77612445326915,87010L .BR

综合7,53412434306815,12611UOL

Shop

比价6,6491040292013,67612Maquina

De

Vendas6,16010363375312,78013Amazon

Sites5,2628371425913,18414.BR4,942826828379,25815.BR4,604721927297,28116OFERTAZ.NET4,2957523463731,38617Worldwide

Sites4,004618316216,38718Dafiti

Sites3,88962817110310,62419.BR3,367524010178,14520Natura

Cosmeticos3,2575201731368,293Source:

comScore

MMX

July

2015,

Home

and

work,

15+21©

comScore,

Inc.

Proprietary.MediaTotal

UV

(000)%

ReachCompositionIndex

UVAverage

Minutes

perVisitor1Sites53,19998.6102340.3246,32085.9104623.93Sites43,73981.1121145.54UOL41,84177.612393.75R7

Portal39,09372.512625.96Globo37,64169.8125127.87Yahoo

Sites31,95459.212554.28Terra

-

efonica29,92055.512541.89MercadoLibre29,04653.913631.010Grupo

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

Group12,60223.41366.618Busc

Company12,59823.41382.219BitTorrent

Network12,36622.91121.820Wikimedia

Foundation

Sites12,23222.71305.8巴西用户最常的TOP20Source:

comScore

MMX

July

2015,

Home

and

work,

15+22©

comScore,

Inc.

Proprietary.©

comScore,

Inc.

Proprietary.23Mercadolibre流量来源B2W流量来源Aliexpress

流量来源Nova流量来源Source:

comScore

MMX

July

2015,

Home

and

work,

15+TotalUV

(000)Entries(000)%ofEntriesMercadoLibre24,524261,222100.0Sources

of ing

traffic1Sites13,78962,85718.22Logon6,77615,9704.634,22816,5074.84Corporation3,5896,6241.95OLX

Inc.3,1546,8322.06Sites3,09512,4783.67UOL1,8234,8571.4TotalUV

(000)Entries(000)%

ofEntriesB2W

Digital18,158111,394100.0Sources

of ing

traffic1Sites10,06231,80519.22Logon4,8728,2135.033,2169,6215.84Sites2,4726,4873.95Nova2,0394,6292.86MercadoLibre1,4512,5561.57Wal-Mart1,3992,4701.5TotalUV(000)Entries %of(000)

EntriesAliexpress19,07761,391100.0ing

trafficSources

of1

Sites2

Logon3,8532,00810,656

14.43,720

5.03

MercadoLibre1,6714,0535.541,2694,1715.6TotalUV(000)Entries %of(000)

EntriesNova12,71882,743100.0Sources

ofing

traffic8,30449,94837.3SitesB2W

Digital2,5726,1144.63

Logon2,1693,5002.641,5543,9843.05Corporation7221,6652.35.BR1,1101,8361.46Sites6651,6982.36Wal-Mart1,0721,7081.376316920.97Sites9371,9741.5Proprietaryand

This

presentation

may

not

be

used

or

disclosed

to

any other

than

employees

of

customer,

unless

expressly

authorized

by

UPS.©

2014United

Parcel

Service

of

America,

Inc.

UPS,the

UPS

brandmark,

the

color

brown

and

photos

are

trademarks

of

United

Parcel

Service

of

America,

Inc.s.Brazil(n=972)Mexico(n=984)Europe(n=4,363)Asia(n=2,693)Brazil(n=727)Mexico(n=808)Europe(n=2,418)U.S.(n=2,615)Asia(n=1,704)U.S.(n=4,223)updates24上关注电对比其他区域，巴西的 用户更喜欢在商 的动态并点赞SM2.

Do

you

“Like”

any

retailers

on

?SM3.

When

you

see

updates

from

the

retailer

onyournewsfeed

that

you

“like”,

how

much

attentiondo

you

generally

devote

tothe

update?.“Liking”

retailersonAmongusersAmount

of

attention

paid

to

retailers’Among

consumers

who

“like”

retailers

onProprietary

and :

Thispresentation

may

not

be

used

or

disclosed

to

any

other

thanemployeesof

customer,

unless

expressly

authorized

by

UPS.©

2014

Unite©dPcarocmel

SSecrvoicreeo,fIAnmce.ricaP,

Inrco.pUriPeSt,athrye.UPS

brandmark,

thecolor

brown

and

photos

are

trademarks

of

United

Parcel

Service

ofAmerica,

Inc.s25巴西的 用户更愿意在社交网络上 满意的商家Brazil(n=1,021)Mexico(n=1,031)Europe(n=4,826)U.S.(n=4,601)Asia(n=4,575)SM5.

When

satisfied

with

a

brand

or

product

you

have

purchased,

how

likely

are

you

to

promote

the

brand

or

product

via

social

media?Likelihood

to

promote

brand

or

product

on

social

media

if

satisfied©

comScore,

Inc.

Proprietary.26Source:

comScore

MMX

July

2015,

Home

and

work,

15+UV

(000)%Reach%

UVTGIRetail

/

Apparel7,27135.254.2203Retail

/

Consumer

Goods70641.75.3240Retail

/

Flowers/Gifts/Greetings26741.42.0239Retail

/Jewelry/Luxury

Goods/Accessories98139.07.3225Retail

/

Sports/Outdoor6,08035.345.3204Retail

/

Toys84536.96.3213©

comScore,

Inc.

Proprietary.©

comScore,

Inc.

Proprietary.趋势三：懂丌懂外语，海淘都是So

easy！相比于其他区域，中国用户直接在海站上购物的比例较低DOMINT1.

Overall,

what

percentage

of

your

onlinees

from

each

ofthe

sources

listed

below?Proprietary

and:

Thispresentation

may

not

be

used

or

disclosed

to

anyother

thanemployeesof

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.关时间长、清关手续复杂、税费高是海淘的主总体费用要DOMINT3.

What

are

some

of

the

problems

you

have

experience