A December 2012 survey reveals that Alibaba's Taobao dominates China's e-commerce market, boasting significant transaction volumes. Consumers prioritize low prices for online shopping, with over 60% shopping at least monthly, while trust in websites outstrips product uniqueness as a purchase driver. The findings also indicate a strong interest in shopping online among those who haven't yet done so, with 80% expressing intent to try it in the coming year.

1. bite-sized mobile research
Online Shopping –
Quick Study
December 2012

2. About this Survey
In December, China’s Alibaba (operator of Taobao
and Tmall) announced they recorded 1 trillion RMB
(US $157B) in transactions, making them the
world’s largest e-commerce company.
Internet penetration is rising rapidly in China and
shopping online has become a regular activity for
many.
We wanted to know more about Chinese
consumers’ online shopping habits:
• How much does Taobao really dominate in
China?
• How often are people shopping online?
• What are they buying online and what drives
their purchase decisions?
11 questions
1,203 respondents
3 days in Dec 2012
Surveys were sent to consumers’ mobile phones via
Decision Fuel’s mobile survey platform
Dec 2012 2

3. About the Respondents
Geographic Location Age Range
40%
29%
North 22%
18%
11% 13%
West 7%
25%
East
35% 14-19 20-24 25-34 35-44 45+
South
Gender
30% 70%
Female Male
Sample Size: 1203
Dec 2012 3

4. Online Shopping Rationale
What are the top two reasons you choose to shop online?
Not surprisingly, low price is the top reason for shopping online
Only 3% of respondents have never shopped online
Sample Size: 1203
Dec 2012 4

5. E-Commerce Sites
Which of the following e-commerce sites you have purchased products / services from?
Taobao dominates e-commerce, but 40% of respondents also shop outside the major online sites
Sample Size: 1159
Dec 2012 5

6. Online Shopping Frequency
How often do you shop online?
Women shop more frequently overall, but over 60% of both males and females shop online at
least once a month
Sample Size: 1203
Dec 2012 6

7. Product Categories Purchased
What do you usually purchase online (select all that apply)?
Women dominate almost all categories except Digital Home Applications and Virtual Goods
Sample Size: 1158
Dec 2012 7

8. Online Purchase Drivers
What are the top two determinant reasons you decide to purchase something online?
A trustworthy online site is much more important than product uniqueness
Sample Size: 1154
Dec 2012 8

9. Trying New Stores
What factors below will encourage you to try a newly opened online store?
Customer service trumps price in attracting customers to a new e-commerce site
Sample Size: 1152
Dec 2012 9

10. Purchasing Via Mobile
Which, if any, of the following goods would you purchase via your mobile?
Most respondents are willing to purchase physical and digital goods using their mobile phones
Sample Size: 1183
Dec 2012 10

11. Reasons for Having Never Shopped Online
What are the reasons you haven't shopped online?
(asked to those who have never shopped online)
Those who have never bought online are concerned about product quality and being scammed
Sample Size: 33
Dec 2012 11

12. Future Online Shopping Potential
Do you think you will shop online within the next 12 months?
(asked to those who have never shopped online)
Of those who have never shopped online, 80% say they may in the next year
Sample Size: 33
Dec 2012 12

13. For more information, please contact:
China
Min Yoo, Country Manager
min@decision-fuel.com
+(86) 21 6136 9316
HK & Global
Patrick Corr, Co-Founder
patrick@decision-fuel.com
+(852) 9026 4049
Colin Marson, Co-Founder
colin@decision-fuel.com
+(852) 9475 3146
Dec 2012 13