2016跨境电商购物调查报告（英文版）_26页_2mb

Summary of the IPC Cross-Border E-Commerce Shopper Survey 2016

Core Content

The IPC Cross-Border E-Commerce Shopper Survey 2016 provides insights into consumer behavior, preferences, and experiences related to cross-border online shopping across 26 countries in Europe, Asia-Pacific, and North-America. Based on data from 24,331 respondents, the survey highlights key trends in online shopping, delivery expectations, preferred devices, payment methods, and the role of postal services in the delivery process.

Main Findings

Consumer Preferences

• Online Shopping Frequency:

  • 16% of respondents shopped online at least once per week.
  • 39% made an online purchase in the past two weeks.
  • 31% preferred to shop once per month.
  • 17% shopped 2-3 times per quarter.
  • 12% made only one purchase in the past three months.

• Preferred Devices:

  • Laptop was the most preferred (41%).
  • Desktop followed closely (36%).
  • Smartphone was preferred by 14%.
  • Tablet was the least preferred (8%).
  • Smartphones were more popular among younger consumers and women.
  • Laptops were more popular among women and in countries like Iceland, Ireland, and Norway.
  • Desktops were more popular among older consumers and men.

• Preferred Payment Options:

  • PayPal (or equivalent) was the most common (41%).
  • Credit card was second (33%).
  • Debit card / bank transfer was third (18%).
  • Cash on delivery and prepaid cards were less popular (4% and 2% respectively).
  • PayPal was the top choice in 14 countries, with Germany (68%) and Australia (64%) showing the highest preference.
  • Credit card was popular in Japan (81%), Denmark (60%), and Canada (53%).
  • Debit card / bank transfer was most popular in China (36%).

Delivery Choices & Speed

• Delivery Preferences:

  • 76% preferred home delivery.
  • 5% preferred delivery to their office or workplace.
  • 8% preferred delivery to a post office.
  • 2% to a retail outlet, 1% to a neighbor, and 1% to a parcel locker.

• Delivery Speed Expectations:

  • In Europe, 25% expected delivery within 2-3 days, and 75% expected delivery within 6-7 days.
  • In the US/Canada, 50% expected delivery within 4-5 days.
  • In Australia/New Zealand, 50% expected delivery within 4-5 days.
  • In China/Japan, 41% expected delivery within 4-5 days.
  • Consumers expected faster delivery for higher-value items.

Delivery Tracking

• Importance of Tracking:
  • 72% of consumers considered tracking very/rather important.
  • Tracking was most commonly offered in China (83%), Italy (74%), and Spain (73%).
  • It was least offered in the UK (42%), Norway (47%), and Australia (48%).
  • 84% of consumers used tracking tools for their most recent cross-border purchase.

Consumer Experiences

• Delivery Experience:

  • 87% of consumers were satisfied with their delivery experience.
  • 58% were 'extremely/very' satisfied.
  • Only 5% were dissatisfied.
  • Satisfaction varied by delivery method: 64% for other carriers, 59% for the post, and 50% for those who did not know the carrier.

• Parcel Returns:

  • 6% of consumers returned their most recent cross-border parcel (up from 4% in 2015).
  • Men were more likely to return parcels (7% vs. 5% for women).
  • Returns increased with younger age groups.
  • Heavy and expensive items had higher return rates (e.g., 16% for items weighing 2.1-5kg).
  • Computers (24%) and household appliances (15%) had the highest return rates.
  • Zalando had the highest return rate (13%) due to its free returns policy.

• Postal Service Usage:

  • 72% of consumers received their parcel via the post.
  • 16% used other carriers.
  • 13% did not know the carrier.
  • Post usage was highest in Australia (89%) and lowest in Italy (41%) and Japan (53%).

Key Information

• Top Exporting Markets:

  • China was the main exporting market for cross-border online shoppers.
  • The UK, Germany, and the US were also significant sources of cross-border purchases.

• Top E-Commerce Websites:

  • Amazon (31%), eBay (23%), and Alibaba / AliExpress (11%) accounted for 65% of cross-border purchases.
  • Differences in preferences were observed by age and gender:
    • Younger consumers and women favored Alibaba / AliExpress.
    • Men and those aged 35-54 favored eBay.
    • Consumers aged 55+ favored other websites.

• Product Categories:

  • The top four categories were clothing, footwear & apparel (33%), consumer electronics (21%), books, music & media (14%), and health & beauty (13%).
  • Women were more likely to buy clothing and health & beauty items.
  • Men were more likely to buy electronics and other high-value items.

• Purchase Value:

  • 61% of cross-border purchases were under €25.
  • 16% were under €10.
  • High-value purchases were common in Luxembourg (38%) and Switzerland (29%).

Survey Methodology

• The survey was conducted in October 2016 with over 24,000 consumers.
• It analyzed delivery processes, consumer expectations, and post-purchase experiences.
• The results help postal operators and e-retailers improve service standards and delivery performance.

Conclusion

The survey emphasizes the importance of visibility, reliability, and cost-effectiveness in cross-border e-commerce. It also highlights the role of postal services in meeting these expectations and the need for postal operators to adapt to the growing demand for tracking and day-certain delivery. The findings suggest that consumer behavior is increasingly influenced by digital tools, and that there are regional and demographic variations in preferences and expectations.