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Estudio comercio electrónico

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Estudio comercio electrónico

  1. 1. 1 !"#$%&'"($)$&*%+,'&"(-.!(./0/ !"#$%&'("')*+( ,'-+*.&'(!/+.#*01&.'( 23,(+1(!"4565 7.#$)*+(3898 Estudio sobre Comercio Electrónico B2C 2010 en España
  2. 2. 2 La cifra de negocio B2C en 2009 ha experimentado un crecimiento del 15,9% respecto al año anterior, situándose en los 7.760 millones de euros. !/(.'-+*.&'(+/+.#*01&.'(23,(5/.51:5(/'"( ;<;=8(-&//'1+"(%+(+$*'"> !"#$%#&'()*+, ?'/$-+1(%+(.'-+*.&'(+/+.#*01&.'(23, @-&//'1+"(AB 5.911 6.695 7.760 2007 2008 2009 1(02345 *El volumen de negocio se ha obtenido siguiendo un método de cálculo nuevo, según se describe en la ficha técnica
  3. 3. 3 1,1 MM 2,1 MM 3,5 MM 4,0 MM 4,3 MM 5,1 MM 8,0 MM 8,9 MM 10,4 MM 2001 2002 2003 2004 2005 2006 2007 2008 2009 C 678 9$)(:05(9$ ',*$%,;<*;8(=;( %$;)'>;9"(;)(#$,"8(<,;(&"#?%;( ?"%(@,*$%,$*($,(.//4A !El principal motor del crecimiento en los últimos años es el aumento del número de internautas, que en 2009 pasa del 58,3% al 64% de la población de 15 años y más. !Con el incremento del 40,3% al 41,5% de los internautas que compraron en 2009, se eleva el número absoluto de compradores on-line casi en 1.500.000 individuos, hasta alcanzar los 10,4 millones en 2009. !1(388D(.'-4*5*'1(4'*(E1#+*1+#(98FG( -&//'1+"(%+(4+*"'15" 1(0B5 H$+1#+I(7JKLE @,*$%,;<*;8( &"#?%;9"%$8( $,(.//4 @,*$%,;<*;8(,"( &"#?%;9"%$8( $,(.//4 41,5%58,5%
  4. 4. 4 !/(M5"#'(-+%&'(4'*(.'-4*5%'*("+( -51#&+1+(+1(#'*1'(5(;N8(+$*'" !"#$%#&'()*+, C C;(#$9';(?"%(&"#?%;9"%(8$($8*;D')'>;( ;)%$9$9"%(9$(B2/EA C C"8(?%"9<&*"8(F<$(G$,$%;,(#;H"%(G;8*"( 8",I J );8(%$8$%K;8(9$(;)"L;#'$,*"(M2N.EO3( J )"8(D'))$*$8(9$(*%;,8?"%*$(M2N.EO(H( J )"8(?%"9<&*"8(9$($)$&*%+,'&;(MN::EOA 749 €754 €739 € 2007 2008 2009 *El gasto se ha obtenido siguiendo un método de cálculo nuevo, según se describe en la ficha técnica
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`"(%+(38($1&%5%+"(5/(56'<( K*51"4'*#+(Y(5/'U5-&+1#'(.'1#&1_51( "&+1%'(/'"(4*'%$.#'"(V5T'*&#'"(+1(/5(R+% !"#$%#&'()*+, 2&+1+"(Y("+*T&.&'"(.'-4*5%'"(4'*(E1#+*1+# Base: Total de internautas compradores PF3 NF9 9OFG GF= 3F3 OF8 3FG =FN 38F; 3FN GFN GFP NFO GFG 3F= GFO 7#*'" ST%F(-_"&.5(Y(T&%+'U$+M'"(%&M&#5/ W$+M'"(5:5*Q(.'1.$*"'" ST%F(-_"&.5(Y(T&%+'U$+M'"(VX"&.' !/+.#*'%F(Y(Z'M5* L'V#[5*+ ,'.Z+"(Y(-'#'* L+*TF(V&151.&+*'" /&-F(Y()5:5* L+*TF(&1#+*1+# ^&)*'" !/+.#*01&.5 R'45(Y(.'-4/F !1#*5%5"(+"4+.#F R+"+*T5"(5/'UF 2&//+#+"(#*51"4'*#+ Ja -+%&'(%+(5*#X.$/'"(5%]$&*&%'"(4'*(.'-4*5%'* Novedad
  6. 6. 6 Reservas Servicios financieros Electrónica Alquiler de coches/motor Billetes transporte Entradas Libros Ropa y complementos Software Multimedia, formato físico Multimedia, formato digital Servicios de Internet Alimentación y bazar Juegos de azar Electrodomésticos y hogar Red social de pago 0 10 20 30 40 50 0 10 20 30 40 50 60 70 %compara info más frecuentemente on line %compramásfrecuentementeonline b5Y(4*'%$.#'"(]$+("+(.'-4*51(.'1(-5Y'*( V*+.$+1.&5(4'*(E1#+*1+#(]$+(4'*(/5(TX5(#*5%&.&'15/( Base: Internautas que han comprado el producto (on-line u off-ine) en 2009 ^$M5*(-`"(V*+.$+1#+(%+()_"]$+%5(%+(&1V'*-5.&01(Y(.'-4*5(c4'*(E1#+*1+#('(V$+*5(%+(E1#+*1+#d !"#$%#&'()*+, !e`"(%+($15(#+*.+*5(45*#+(%+(/'"(&1#+*15$#5"($#&/&:5(+1(-5Y'*(-+%&%5(/5(R+%( ]$+( '#*5"( TX5"( 45*5( 5%]$&*&*( 4*'%$.#'"( %+( *<%'8#" Y( *%;,8?"%*$F( 5/]$&/5*( &"&=$8F('(.'1#*5#5*(8$%K'&'"8(9$(@,*$%,$*< !^5(&"#?;%;&'+,(9$(?%$&'"8 +"(#5-)&f1(-`"(V*+.$+1#+(4'*(E1#+*1+#(45*5(/5( -&#5%( '( -`"( %+( /'"( &1#+*15$#5"F( 5/( #*5#5*"+( %+( 4*'%$.#'"( %+( #$*&"-'F( #*51"4'*#+F(E1#+*1+#F('.&'F("'V#[5*+(Y(-$/#&-+%&5(%&M&#5/<( g9QO g9Q3
  7. 7. 7 0,3% 1,6% 0,4% 1,9% 3,1% 0,5% 14,2% 15,8% 89,8% 90,4% 2008 2009 !P<$K$( 9$( &;9;( 9'$>( &"#?%;9"%$8(",J)',$3( $Q$&*R;( );( &"#?%;( 9$89$($)(="G;%<( !^+( "&M$+F( .'1( $1( 9=h( /5( .'-4*5( %+"%+( +/( #*5)5U'F( .'1( $1( /&M+*'( &1.*+-+1#'(*+"4+.#'(5(388P< ^5(.'-4*5('1i/&1+ "+(*+5/&:5( 4*&1.&45/-+1#+(%+"%+(+/(Z'M5* Base: Total internautas compradores ^$M5*(Z5)&#$5/(%+(.'-4*5"(4'*(E1#+*1+#(@*+"4$+"#5(-_/#&4/+B !"#$%#&'()*+, Hogar Empresa / Trabajo Cibercafés/otros puntos de acceso privados Escuela/Universidad Puntos de acceso públicos
  8. 8. 8 0,4% 1,1% 4,1% 10,7% 24,7% 13,9% 70,0% 42,2% 53,2% 51,4% 44,9% 51,9% 2008 2009 !L&M$&+1%'( $15( #+1%+1.&5( ]$+( "+( ')"+*T5( #5-)&f1( +1( `-)&#'( &1#+*15.&'15/F(/5(S$D 9$)( Q;D%'&;,*$ 45"5(5('.$45*(+/(4*&-+*(/$M5*F(/'( ]$+(%+-$+"#*5(+/(4'%+*(%+(%+"&1#+*-+%&5.&01(%+(E1#+*1+#< !^5( .'-4*5( +1( #&+1%5( ]$+( T+1%+( %+( /5"( %'"( V'*-5"F( 4'*( E1#+*1+#( Y( +"#5)/+.&-&+1#'( VX"&.'F( 45"5( 5( #+*.+*( /$M5*( @G3hBF( -&+1#*5"( ]$+( /5"( #&+1%5"(+j./$"&T5-+1#+(T&*#$5/+"(-51#&+1+1("$(.$'#5(@N9hB< $M+(%+(/5(T+1#5(%&*+.#5(%+(/5([+) %+/( V5)*&.51#+(Y(%+(/5"(#&+1%5"(4$*5-+1#+('1i/&1+ Base: Total internautas compradores !"#$%#&'()*+, cS01%+("$+/+(.'-4*5*(4'*(E1#+*1+#d(@*+"4$+"#5(-_/#&4/+B No sabe Otros Subastas Tienda que vende por Internet y que dispone también de establecimiento físico Tienda exclusivamente virtual Web del fabricante del producto
  9. 9. 9 0,1% 1,6% 1,3% 1,0% 0,1% 1,8% 0,7% 0,1% 1,2% 3,0% 10,7% 5,0% 6,7% 9,2% 29,1% 13,6% 50,2% 64,6% 2008 2009 ^5"(*;%L$*;8(9$(&%T9'*"U9TD'*" Z51(M515%'(-$.Z'(+1(4*+V+*+1.&5(+"#+( 56'<( k5*5( &;8'( 9"8( 9$( &;9;( *%$8( ?$%8",;8( $8( );( Q"%#;( 9$( ?;G"( ?%$Q$%'9;<(%+-`"(+/(=Nh(%&.+(]$+($"5(/5(#5*U+#5(45*5(45M5*(+1#*+(+/( P9h(Y(+/(988h(%+(/5(.'-4*5(4'*(.'-+*.&'(+/+.#*01&.'< l515(4+"'(/5(4*+V+*+1.&5(%+(45M'(.'1( #5*U+#5(V*+1#+(5('#*5"(V'*-5"(%+(45M' Base: Total internautas compradores !"#$%#&'()*+, ,$51%'(.'-4*5(4'*(E1#+*1+#(c]$f V'*-5(%+(45M'(4*+V&+*+d No sabe Otros Móvil Domiciliación bancaria Tarjeta de establecimiento Tarjeta de prepago Tarjeta Paypal Transferencia bancaria Contra reembolso Tarjeta de crédito/débito De 0 a 20 % 18% No se 8% De 21 a 40 % 3% De 41 a 60 % 1% De 61 a 80 % 5% De 81 a 100 % 65% h(%+/(&-4'*#+(%+(.'-+*.&'(+/+.#*01&.'(45M5%'( .'1(K5*U+#5(%+(.*f%&#'Q%f)&#'
  10. 10. 10 2,9% 2,3% 20,2% 20,3% 18,6% 17,1% 21,8% 18,9% 18,3% 17,4% 9,9% 10,9% 8,4% 13,1% 2008 2009 ! !1(388D(+/(38h(%+(/'"(.'-4*5%'*+"(Z5(M5"#5%'(-`"(%+(9<888(+$*'"F( &M$5/(]$+(+/(56'(51#+*&'*( !L+( ')"+*T5($1( 5$-+1#'(&-4'*#51#+(%+/(1_-+*'(%+(&1%&T&%$'"(]$+(Z5( M5"#5%'(-+1'"(%+(N8(+$*'"< !/(38h(%+(/'"(.'-4*5%'*+"(M5"#0 -`"( %+(9<888(+$*'" Base: Total internautas compradores !"#$%#&'()*+, Menos de 50 euros De 51 a 100 euros De 101 a 200 euros De 201 a 500 euros De 501 a 1000 euros Más de 1000 euros Ns/Nc Media 2009: 749€ Media 2008: 754€ *El gasto se ha obtenido siguiendo un método de cálculo nuevo, según se describe en la ficha técnica
  11. 11. 11 N i co mprado ni vendido 83,1% N ,s/ n,c 1,2% So lo he vendido 1,2% So lo he co mprado 9,2% Vendido y co mprado 5,3% VN32 NV32 .23: 0/32 W3V 03N X%$&'" Y,'&"(#$9'" 9'8?",'D)$ 6;H"%("Q$%*; X"%(?%"D;% Z$&"#$,9;&'", [*%; !,'-'( 1'T+%5%F( +"#+( 56'( "+( 4*+M$1#5( #5-)&f1( 4'*( /5( &"#?%;JK$,*;( $,*%$(&",8<#'9"%$8(Q',;)$8F(+"(%+.&*F(+/(.'-+*.&'(+/+.#*01&.'(!.!<(S+/( #'#5/( %+( &1#+*15$#5"( .'-4*5%'*+"( 4'*( E1#+*1+#F( +/( 9NF;h( %+./5*5( Z5)+*( *+5/&:5%'(5/M_1(#&4'(%+(#*51"5..&01(+1#*+(45*#&.$/5*+"(@)&+1("+5(.'-4*5*F( T+1%+*('(5-)5"B<( !!/(4*+.&'(+"(+/(5/&.&+1#+(-`"(V*+.$+1#+F(-$Y(4'*(+1.&-5(%+(/'"(%+-`"<( b5Y($1(9=h(]$+(45*#&.&45(+1(/5(.'-4*5i T+1#5(+1#*+(45*#&.$/5*+" Base: Total internautas compradores !"#$%#&'()*+, Novedad cb5(.'-4*5%'('(T+1%&%'(5/M_1(4*'%$.#'('("+*T&.&'(5($1( 45*#&.$/5*(5(#*5Tf"(%+(E1#+*1+#d ck'*(]$f *5:01(/'(Z5(Z+.Z'd Base: Total internautas compradores entre particulares
  12. 12. 12 ]^]P!_P`_[^Z]!@]P`]^ PYP!_( ![6XZ_Z[P Jm!?7L(J7(,7ekRS7R!L P[(![6XZ_[Z]^(]P(.//4 P[a]C]^Z]`[ZP_[^![P^`_P`]^ Jm!?7L(,7ekRS7R!L ![6XZ_[Z]^ ]P(.//4 ^'"(.'-4*5%'*+"(.'1"#51#+"(M5"#51(%+( -+%&5(+/(%')/+(%+(/'"(1'T+/+" !`%$8( 9$( &;9;( &<;*%"( &"#?%;9"%$8( 9$( .//4( H;( =;Db;( %$;)'>;9"( &"#?%;8($)(;c"(;,*$%'"%<( !!"#'"( .'-4*5%'*+"( .'1"#51#+"F( M5"#5*'1( 4N/E %$4/&.51%'( +/( 4*+"$4$+"#'(%+(/'"(.'-4*5%'*+"(1'T+/+"(@GG8AB<( B325B23N5 0B3.5 W3B5WB3/5 :3N5 2009 2008 Antes COMPRARON NO COMPRARON !"#$%#&'()*+, Base: Internautas de la muestra constante 2008-2009
  13. 13. 13 H&.Z5(#f.1&.5 *-.$/.0'1#'2#.34/10'1#'/$53260./7$ !1.$+"#5(4'"#5/(5(451+/< !#.809'1#'2#.34/10'1#':0'/$53260./7$ S+/(P(%+(5)*&/(5/(O(%+(-5Y'(%+(3898<(n-)&#'(M+'M*`V&.'I(K'#5/(J5.&'15/< ;$/<#293 K'#5/( OD<8OP<G3=( &1%&T&%$'"<( k')/5.&01( %+( 9N( Y( -`"( 56'"( +1( k+1X1"$/5F( 25/+5*+"( Y( ,515*&5"<( H$+1#+I(k51+/(%+(b'M5*+"(KE,(R+%<+"(@-5*:'i3898BF()5"5%'(+1(k*'Y+..&'1+"(EJ!("')*+(,+1"'(3889( 45*5(3898< E1#+*15$#5"I(3G<D=N<;=N(&1%&T&%$'"(%+(9N(56'"(Y(-`"<(S5#'(%+(4+1+#*5.&01(%+(E1#+*1+#(@=GF8hBI( k51+/(%+(b'M5*+"(KE,(R+%<+"(@-5*:'i3898B< *060=3'6"#9%20: 3<=;N
  14. 14. 14 H&.Z5(#f.1&.5 >3$1#20./7$ ^'"(*+"$/#5%'"(Z51("&%'(4'1%+*5%'"(%+(5.$+*%'(5/(4+*V&/("'.&'%+-'M*`V&.'(%+(/'"(&1#+*15$#5"(%+(9Ng( 56'"(')#+1&%'(+1(+/(k51+/(R+%<+"(5(V+.Z5(!1+*'ie5*:'(98<( ^'"(.*&#+*&'"(%+(4'1%+*5.&01(.'1"&%+*5%'"(V$+*'1(5(1&T+/(%+(Z'M5*I(.'-$1&%5%(5$#01'-5F(#5-56'( %+(Z`)&#5#F(#5-56'(%+(Z'M5*F(./5"+("'.&5/(!leF(4*+"+1.&5(%+(1&6'"(+1(+/(Z'M5*(Y(+%5%(%+/(5-5(%+( .5"5o(Y(5(1&T+/(&1%&T&%$'I("+j'(Y(+%5%<( ?024#$'1#'#2232 k5*5(+/(.'/+.#&T'(%+(.'-4*5%'*+"(5(#*5Tf"(%+(E1#+*1+#(+1(388DI(p3FDh k5*5(+/(.'/+.#&T'(1'(.'-4*5%'*+"(+1(388DI(p3FNh k5*5(+/(#'#5/(%+(/5(-$+"#*5I(p9FDh )3%0'6#%313:74/.0&'.@:.":3'1#:'409%3 ,'1(+/(')U+#&T'(%+(-+U'*5*(/5(+"#&-5.&01(%+/(M5"#'(#'#5/(%+(.'-+*.&'(+/+.#*01&.'F(+"#+(56'("+(Z51( *+5/&:5%'(.5-)&'"(V$1%5-+1#5/+"(+1(+/(.`/.$/'(%+/(M5"#'(Y(+/(1_-+*'(%+(.'-4*5"<(,'1.*+#5-+1#+F( +1(56'"(45"5%'"(+/(M5"#'(Y(1_-+*'(%+(.'-4*5"(4'*(&1%&T&%$'("+(+"#5)/+.X5(+1()5"+(5($15(4*+M$1#5( M+1+*5/("')*+(+/(M5"#'(+1(.'-+*.&'(+/+.#*01&.'(+1(+/(56'(51#+*&'*<(!1(.5-)&'F(+"#+(56'("+(.5/.$/5(/5( "$-5( %+/( M5"#'( +1( .'-4*5"( '1i/&1+ +1( )5"+( 5( M5"#'"( Y( 1_-+*'( %+( .'-4*5"( %+./5*5%'"( 45*5( 9;( .5#+M'*X5"(%+(4*'%$.#'< !"#'"(.5-)&'"(#&+1+1(.'-'(.'1"+.$+1.&5($1(5$-+1#'(%+(+"#'"(%'"(&1%&.5%'*+"(.'1(*+"4+.#'(5(/5( -+#'%'/'MX5( 51#+*&'*<( k5*5( -51#+1+*( /5( "+*&+( Z&"#0*&.5F( "+( Z5( *+4/&.5%'( /5( 1$+T5( -+#'%'/'MX5( %+( .`/.$/'(45*5(/5"(%'"('/5"(51#+*&'*+"("')*+(+/(M5"#'(+1(.'-+*.&'(+/+.#*01&.'(%+(388;(Y(388P<
  15. 15. 15 !%&V&.&'(2*'1.+ k/5:5(e51$+/(l0-+:(e'*+1'("Q1 3P838(e5%*&%<(!"4565 K+/<I(D9(393(;=(38(Q(3N H5jI(D9(393(;=(ON [[[<*+%<+"

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