More price-sensitive consumers shopping online: promotions, buy buy buy-consumers shopping online-IT information
Despite the major e-commerce platform has entered the era of quality and brand, but for consumers, the low price is still an attractive factors. Nielsen Online shopper trends study reported, 2016 and price-sensitive shoppers increased from 15% to 19%. Shop low price shopping increased, jump from 42% last year to 61% this year. 2016 Nielsen consumer confidence in the latest survey, China, 2015 annual shopper's personal financial situation and employment expectations index slightly down, at the same time, willingness to spend rising 48, reached its peak.
Clear price factors
Shoppers have a great desire to consume, but when shopping for price considerations will be more cautious.
According to reports the online shopper trends study, 2016 and price-sensitive shoppers increased from 15% to 19%, an increase of 4%. These shoppers are older, over the age of 35, the majority, lower education and income, commodity prices are often the most attention, when choosing a product usually would consider price. Except price sensitive type shopping who, also has mild network purchased type, in this a type in the single young groups more, income partial low, network purchased frequency Center, like promotions; network purchased rational type is on service and efficiency has high of requirements, they network purchased frequency low, but value quality, income medium of middle-aged male more; also also has network purchased rely on type, this groups easy impulse shopping, network purchased frequency high, young has children has high of family income and by education degree high of mostly, pursuit popular fashion and high quality of network purchased experience 。
Online promotion into routine
Report shows, discounts and promotions are effective ways to attract consumer, 68% shopper product discounts or promotions when shopping at the same time, major e-commerce platform, bend over backwards to satisfy shoppers with low prices and promotional desire, shopping festival in shoppers, the penetration rate is as high as 95%. With the proliferation of all kinds of shopping, merchant promotions form variety, price wars among business grew testy. Online supermarket, for example, cat supermarket subsidized 1 billion yuan last year, this year will once again come up with 4 billion yuan of subsidies, and East to Beijing's 1th also put words to consumers within 3 months of 1 billion yuan, almost all of the subsidies used to price promotions.
Other smartphones and variety of payment methods are also prompting consumers to wire transfers. 71% of the consumers that use their smart phones the convenience of online shopping with the computer does not have, and 52% said and convenient method of payment is the reason for their online shopping, this data and 10% rise on last year, followed by payment security (39%), was also an important factor in consumers ' online shopping.
Offline experience
Worth noting is that is distinct from the online channel, Nielsen found that consumer online shopping malls and more focused on the shopping experience when shopping rather than price. "To provide a pleasant shopping experience" (86%), "product displays neat and beautiful" (86%), "store environment clean" (90%), the importance of three factors in the minds of shoppers also confirms this. Compared to data from 2014, the importance of three factors respectively the top 6, 6 and 9. Meanwhile, the Assistant service quality is good (94%), product variety (92%), accessibility (90%) is still the consumer elements of most concern.
But the average shopping basket amounts dropped from 2015 172.4 162.7. "Overall, the market basket amount was reduced below the line, because shoppers shopping purposes change, past shoppers ' large stock ' for the purposes of shopping at hypermarkets/supermarkets, but this year's figures show a decrease in the proportion. Consumers, particularly younger consumers more preferences in the convenience store and purchase channels needed to purchase goods over the Internet. Meanwhile, online shoppers pay more attention to a pleasant shopping experience and promotion. Compared to physical stores, online shopping channel for relatively low price, convenient prices and can provide door-to-door service, is driving the main motivation of consumers choose to shop online. "Nielsen Vice President Ding Xia of China said.
消费者网购对价格更敏感：趁促销，买买买 - 消费者,网购 - IT资讯
尽管各大电商平台都进入了品质和品牌时代，但对于消费者来说，低价依然是一个有吸引力的因素。尼尔森《网络购物者趋势研究》报告显示，2016年价格敏感型购物者的比例从15%上升至19%。网店产品低价对购物的影响大幅提升，从去年的42%跃至今年的61%。2016年尼尔森中国消费者信心指数最新调查显示，2015年全年购物者的个人经济状况和就业预期指数均有些许下滑，与此同时，消费意愿却持续攀升达到48，达到历史峰值。
价格因素明显
购物者有很大的消费欲望，但在购物时对于商品价格的考虑将会更加谨慎。
《网络购物者趋势研究》报告显示，2016年价格敏感型购物者的比例从15%上升至19%，同比增长4个百分点。这些网购者年龄较大，35岁以上居多，学历以及收入较低，通常对商品价格最为关注，选购商品时通常会先考虑价格。除了价格敏感型购物者，还有轻度网购型，在这一类型中单身年轻群体较多，收入偏低，网购频率居中，喜欢促销；网购理性型则对服务和效率有较高的要求，他们网购频率低，但看重质量，收入中等的中年男性较多；此外还有网购依赖型，这个群体容易冲动购物，网购频率高，年轻有孩子有较高的家庭收入和受教育程度高的居多，追求流行时尚和高品质的网购体验。
线上促销成套路
报告显示，打折和促销仍然是吸引消费的有效途径，68%的购物者会在商品打折或促销的时候网购，与此同时，各大电商平台使出浑身解数满足网购者对低价和促销的渴望，购物节的渗透率在网购者中高达95%。随着各式购物节遍地开花，电商促销形式五花八门，商家间价格战的火药味越来越浓。以网上超市为例，天猫超市去年补贴了10亿元，今年将再次拿出40亿元补贴，而归于京东麾下的1号店也放话将在3个月内补贴消费者10亿元，这些补贴几乎全部用来降价促销。
另外智能手机和支付方式的多样性也促使消费者向线上转移。有71%的消费者表示使用智能手机网购具有电脑不具备的便利性，同时52%的消费者表示，便捷的付款方式也是他们手机网购的原因，这一数据和去年相比上升了10个百分点，其次付款安全性（39%），也是促使消费者网上购物的重要因素。
线下更重体验
值得注意的是，与线上渠道截然不同的是，尼尔森发现，消费者在线下大卖场和超市购物时更加注重的是购物体验而非价格。“能提供令人愉快的购物体验”（86%），“商品陈列整洁美观”（86%），“商店环境干净卫生”（90%），这三项因素在购物者心目中的重要性提升也证实了这一点。相比2014年的数据，三项因素的重要性排名分别提升了6位、6位及9位。与此同时，店员服务质量好（94%），产品丰富多样（92%），方便到达（90%）仍旧是消费者最为关注的因素。
但平均购物篮金额从2015年的172.4元下降至162.7元。“总的来说，线下市场的购物篮金额表现为降低，原因在于购物者购物目的的变化，以往购物者会出于‘大量囤货’的目的而在大卖场/超市购物，但今年的数据显示这一比例有所减少。消费者尤其是年轻的消费者越发偏好在便利店和网购渠道采购所需商品。同时，线下购物者更加注重愉快的购物体验以及促销。相较于实体店，网购渠道相对低廉的价格，便捷的比价方式以及可以提供送货上门服务，是驱使消费者选择网上购物的主要动因。”尼尔森中国区副总裁丁霞说。