1. Time saving type. It can often be found that in dual-income families, whether they like the online shopping experience or not, they are willing to pay extra or higher prices to save time.
2. Shopping avoidance. They don't like the face-to-face shopping experience, and the Internet has become a means for them to avoid crowding, queuing and congestion.
3. New technology hobbies. Usually some young people, the main reason for shopping online may be that they think it is cool.
4. Time and price are sensitive. They only use the internet to collect information, which saves the energy and expenses needed for shopping. However, for various reasons, they prefer to search online and buy goods in traditional stores.
5. Brand loyalists. They trust a specific brand, whether online or offline, which may bring the highest per capita income and profit to the merchants.
6. Single shoppers. (About 16% of online shoppers in the United States) surfing the Internet is not only for shopping, but also for obtaining banking services, communications, games, news and other activities.
Online shopping user characteristics?
Female netizens have become an active group in online shopping, and their share in online shopping users has surpassed that of men, and is gradually increasing. In addition, online shopping users are mostly 18 ~ 30 years old, and their monthly income is 1000 ~ 3000 yuan, and they are mainly white-collar workers and students. Among the users who buy large-value products online, men are more than women; Users with higher income have higher online shopping amount and frequency; Internet users aged 30-40 have the highest frequency and amount of online shopping among users of all ages.
Word-of-mouth marketing and search marketing are the most effective tools to expand the online shopping market. 48.7% of netizens know about shopping websites through the recommendation of relatives and friends, and the external information that users are most concerned about when making online shopping decisions is online buyer comments (43.3%). When users browse goods, the proportion of users who use general search engine and search goods in the site is 27. 1% and 20.6% respectively. The development of mobile payment in the online shopping market is beginning to appear. Among the online shopping users who use electronic payment, the utilization rate of mobile payment has reached 10.3%.
Description of mainstream online shoppers:
A survey on online shopping conducted by market research organization Horizon Research Consulting Group for ordinary residents in eight cities, including Beijing, Shanghai, Guangzhou, Wuhan, Changsha, Harbin, Xi and Chengdu, shows that 7.2% of urban residents have a clear intention of online shopping. From the perspective of education level, income and age distribution, this 7.2% online shopping crowd has the remarkable characteristics of "two middle schools and one low school". Multi-stage random sampling method was adopted in the survey, and * * * valid samples of 14 19 were obtained. The data results have been weighted according to the actual population size of each place. The sampling error of this survey is 1.63%, and the confidence is 95%.
One of the sketches of online shoppers: middle and high education is the most active. This survey shows that among the people who intend to buy online in the coming year, those with high school education or above will take an absolute advantage, and those with high school/technical secondary school/technical school, junior college and undergraduate education will account for 36.6%, 33.3% and 19.6% respectively. Correspondingly, among the non-online shoppers, those with junior high school education or below account for nearly half. It can be seen that the online skill barrier caused by different education levels has become the natural boundary between "online shopping" and "non-online shopping" people.
The second sketch of online shoppers: middle income is the main force. Compared with non-online shoppers in the coming year, the income level of online shoppers is relatively high, with 35.9% individuals earning more than 2,000 yuan a month and 73.9% earning more than 1000 yuan. Among the non-online shoppers, low-income people dominate, with 5 1. 1% having no income and income below 1000 yuan, and only1.9% having a monthly income above 2,000 yuan. The willingness of online shopping is linked to the income level, which shows that a certain economic strength has become a prerequisite for online shopping.
The third sketch of online shopping crowd: "post-80 s" people are in high spirits. In terms of age distribution, young people born in 1980s have the highest interest in online shopping, accounting for 34.6% of the online shopping population in the coming year, and with the growth of age, the proportion of people of all ages in online shopping groups is getting lower and lower. Among the non-online shoppers, the majority are over 50 years old, accounting for nearly 30%. In today's domestic online shopping crowd, people who know their destiny are not the ones who lead the trend. Young people, with their high acceptance of new things, are much more involved in online shopping, a new consumption pattern, than the elderly. 1。 College students, young people 2. White-collar (usually working, facing the computer for a long time, shopping less) 3. Some things that can't be bought locally, many people choose to buy online. These are more, among which women are the most.
Behavioral characteristics of online shoppers;
0 1. Love the Internet and search engines. Special target search
02. Have successful online shopping experience.
03. Love Shopping Forum
03. Play online games
04. I like browsing brand websites.
05. such as fashion magazines
06. such as gossip forum
07. Colleagues and friends introduced online shopping.
Psychological analysis of online shoppers;
Conformity psychology; It is manifested in the purchase of group purchases and hot-selling products.
Curiosity; It is manifested in advertisements, freshness, trend information and how others evaluate this website.
Greed; People always want to get more with less resources, which promotes users to participate in discounts, rebates, gifts and activities.
Doubt; People are naturally suspicious of all kinds of things, and online shopping without experience and understanding is no exception. Users will also doubt the origin, value and performance of the product, the integrity value of this website, whether it is a formally registered company, whether it can deliver goods in time, whether online payment is safe, and whether it can be returned if it is dissatisfied with the goods.
Confused; Faced with a dazzling array of products, messy interface and chaotic color difference, it is easy to confuse users.
Surprise; Brand discount, good consulting experience. Users will be surprised when they receive the ordered goods and the received goods are satisfactory.
Expectation; Users expect to be valued, get high-quality products, affordable prices, good service, fast delivery and rights protection.
Habit; Refers to behavior habits, such as the way to log on to the website, the process of finding goods, consulting specific customers, etc. People like to stay in places they are familiar with, fight with people they are familiar with and act in ways they are familiar with.
Trust; Now there are many websites that allow netizens to shop, but the users' relatives and friends are not familiar with him. Therefore, once he makes up his mind to buy and get a good experience, he will have a sense of trust and habitually shop on a certain website. Until the next unhappiness made him lose.
Loyalty; Loyalty is based on long-term relationship and deep understanding and recognition of each other. The loyalty of netizens is manifested in regular attention and return visits, and telling people around them.