《毕马威电子商务深度调研：中国成手机端网购大户+引领社交平台的品牌宣传》.pdf

China’s Connected Consumers A mobile evolution China’s Connected Consumers 2016 | 2 Contents 01 Mobile evolution in China 02 02 Preparation and research 06 03 Purchase 08 04 Payment 14 05 Post-purchase feedback 16 06 Strategy 18 About this Survey KPMG International commissioned Intuit Research to conduct an online survey of global consumers on their current and future online shopping behaviours and preferences. In total, 18,340 qualified surveyed responses were received. The respondents are located in more than 56 countries, and each had purchased at least one consumer product online in the past 12 months. Out of the global surveyed responses, 2,560 were from China. This report analyses the findings from these specific respondents. In addition to examining the online shopping behaviours and decision processes of the respondents, the survey also explored their future plans for online purchases, preferences for payment options, and factors affecting their attitudes towards the companies they buy from. © 2016 KPMG Huazhen LLP, a special general partnership in China, is member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. Printed in China.