中国手机购物普及率世界第一

据GlobalWebIndex最新全球网络消费行为报告显示:移动商务在亚太地区发展迅猛。去年第四季度,55%的中国互联网用户曾经通过手机购物,是世界上移动购物渗透率最高的国家。其次为韩国37%、印度26%、印尼26%, 而美国仅为19%,加拿大13%。中国手机购物的普及率是美国的近三倍!元芳,你怎么看?
【文章说明】这是GlobalWebIndex的最新全球网络消费行为研究报告。
【文章全文】

China, South Korea Lead World in Mobile Commerce Adoption
Over half of internet users in China have made a mobile purchase
A report on global online consumer behavior underscores the significant role mcommerce plays in the Asia-Pacific region. The study of over 152,000 internet users in 31 markets, conducted by GlobalWebIndex, found that 55% of internet users in China made a purchase via a mobile phone in Q4 2012, making China the country with the world’s highest mobile purchase penetration rate.

For an idea of just how dominant the mobile purchase channel is in Asia, consider the case of North America. There, just 19% of US internet users and 13% of internet users in Canada made a mobile purchase in Q4. In other words, China’s mobile purchase penetration rate is nearly triple that of the US.

eMarketer estimates that 270.9 million internet users in China will make an online purchase this year—counting purchases made through mobile devices. By 2016, eMarketer projects that number to rise to 423.4 million, and mobile will clearly play a significant role in that transition.

A similar dynamic is playing out across Asia. In South Korea, where 37% of internet users made a mobile purchase in Q4, the rate of mobile purchase adoption was nearly double the rate in the US. Internet users in India, Indonesia, Vietnam, Malaysia, Thailand and Japan were all more likely than those in the US to rely on mobile purchasing.

Given that higher percentages of internet users in Asia-Pacific countries are buying via mobile devices relative to their counterparts around the world, it stands to reason that they are more reliant on mobile shopping as well. A separate study of smartphone users worldwide, conducted by Nielsen, confirmed this conclusion.

From mobile shopping to mobile banking to mobile wallets, Nielsen found that smartphone users in China and South Korea were significantly more likely to engage in a variety of mcommerce activities than smartphone users in any other country it studied in 2012.

According to the study, 43% of smartphone users in China and South Korea were mobile shoppers. Since not all shoppers are buyers, the Nielsen study would seem to imply a lower mobile purchase penetration rate than the GlobalWebIndex study. Differing methodologies and sample populations likely account for this discrepancy, but the trend in both cases shows Asia-Pacific as a region on the leading edge of mcommerce adoption.

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【文章来源】emarketer
【文章链接】http://www.emarketer.com/Article ... ce-Adoption/1009742


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