2016年度网络购物消费者行为调查.pdf

2016 METHODOLOGY THANKS TO CONNECTED DEVICES LIKE TABLETS AND SMARTPHONES, THE WAY PEOPLE SHOP IS CHANGING DRAMATICALLY. We aim to better prepare brands for the future of retail. So for the fifth consecutive year, DigitasLBi has conducted a groundbreaking global survey into the emerging trends of multi-platform shopping across 15 countries. (They include: Australia, Belgium, China, Denmark, France, S a m p l e s i z e : 1 , 0 0 0 w e b u s e r s Germany, Hong Kong, India, Italy, the Netherlands, p e r c o u n t r y a g e d 1 8 – 6 4 ( q u o t a m e t h o d : g e n d e r , a g e , Singapore, Spain, Sweden, the United Kingdom and the i n c o m e o r s o c i a l p r o f i l e , USA.) r e g i o n ) . The study reveals the latest technology trends and consumer habits that are transforming how, where, and why we buy. USAGE SMARTPHONES ARE INCREASINGLY IMPORTANT DURING ALL STAGES OF THE CUSTOMER JOURNEY. What devices do online shoppers own and how do they use them? USAGE WHICH DEVICES DO ONLINE SHOPPERS USE? Ownership of mobile devices is now widespread across all countries WEARABLE SMARTPHONE TABLET LAPTOP DESKTOP DEVICES CONNECTED TV 94% in 73% in