With the continuous improvement of the service ability and influence of e-commerce enterprises in China, new formats such as group buying have developed rapidly, the price advantage of online goods has been deeply rooted in the hearts of the people, and the advantages of online shopping have been further highlighted, prompting more users to be absorbed into the ranks of online shopping consumers. In 20 10, the scale of online shopping users in China continued to grow, and the online shopping penetration rate further increased. By the end of 20 10 and 12, the number of online shopping users had reached 1.6 1 billion, and the online shopping penetration rate had reached 35. 1%. During the Eleventh Five-Year Plan period, the scale of online shopping users in China increased by 4.8 times, and the penetration rate of online shopping users increased by 10.6 percentage points.
The pursuit of convenience and low price is the main motivation of users online shopping. 50% users think that convenience is the main reason why they use online shopping. Driven by the pursuit of convenient consumption psychology, large-scale comprehensive shopping malls and daily group buying websites have developed rapidly. Secondly, the price is cheap, and the main reason for 24.8% users to buy online is cheap price. There are also 9. 1% users who shop online to save time. 4.3% users choose online shopping mainly because it is fashionable and interesting. 1.7% of users started online shopping after seeing people around them.
Users' online consumption shows a trend of normalization, and the overall consumption level has improved rapidly. In 20 10, the average annual online shopping consumption of online shopping users in China was 3,259 yuan. From the per capita monthly online shopping consumption, 35.4% of online shopping users spend between10/-300 yuan, 26.7% spend less than 100 yuan, 19.5% spend 30 1-500 yuan, and 6.2%.
Users' expectations of online shopping consumption are good. 60% of online shopping users have positive expectations for future online shopping consumption, 25% and 35% of users said that they will definitely and possibly increase online shopping in the future, and only 5% of users said that they will reduce online shopping in the future.
The online shopping willingness of non-online shopping netizens is also relatively strong. 48% of non-online shopping netizens said that they would definitely or possibly start online shopping in the future, indicating that the online shopping market still has strong growth potential.