Nielsen：2014年全球电子商务报告.pdfVIP

E-COMMERCE: EVOLUTION OR REVOLUTION IN THE FAST-MOVING CONSUMER GOODS WORLD? AUGUST 2014 Copyright © 2014 The Nielsen Company 1 E-COMMERCE SHIFTS INTO HIGHER GEAR AROUND THE WORLD Online purchase intention rates have doubled in three years for 12 of 22 measured categories Online browsing is highest in Latin America; online buying is highest in Asia-Pacific Consumable products have a one-to-one browse-to-buy ratio Mobile phones are catching up in developing countries as the favored online shopping device Nearly half use apps to save money; one in three use them to manage grocery lists Millennials make up more than half of those who intend to buy online E-commerce is big business and getting bigger every day. Growth estimates from eMarketer report that business-to-consumer (B2C) e-commerce sales worldwide will reach $1.5 trillion in 2014, increasing nearly 20% over 2013. But not all e-commerce categories are created equal. The most popular e-commerce categories, not surprisingly, are non- consumable—durables and entertainment-related products. Nielsen reports that almost half of global respondents in an online survey intend to purchase clothing or make airline or hotel reservations using an online device in the next six months. Other categories growing in prominence for online shoppin