中國(guó)網(wǎng)站品牌欄目（頻道）
尼爾森調(diào)查公司最近的一份調(diào)查報(bào)告顯示，亞洲太平洋地區(qū)消費(fèi)者是全球最大的網(wǎng)絡(luò)購(gòu)物群體，該地區(qū)35%的消費(fèi)者每月網(wǎng)購(gòu)開支占月開支的比例超過11%。這項(xiàng)調(diào)查稱，在最熱衷網(wǎng)購(gòu)的亞洲消費(fèi)者中，韓國(guó)人網(wǎng)購(gòu)開支比例最大，有59%的韓國(guó)人將每月總開支的11%以上用于網(wǎng)購(gòu)。緊隨其后的是中國(guó)消費(fèi)者，每月網(wǎng)購(gòu)開支比例超過11%的人占到了41%。此外，還有31%的亞太地區(qū)消費(fèi)者每月網(wǎng)購(gòu)開銷占總支出的6%至10%。在網(wǎng)購(gòu)消費(fèi)傾向方面，多數(shù)消費(fèi)者打算通過網(wǎng)絡(luò)購(gòu)買書籍、衣服、鞋子、機(jī)票、電子產(chǎn)品以及賓館預(yù)訂等商品或服務(wù)。調(diào)查報(bào)告表示，購(gòu)買電子產(chǎn)品、化妝品、汽車、軟件和食品等商品時(shí)，消費(fèi)者往往受到網(wǎng)絡(luò)點(diǎn)評(píng)影響，而亞太地區(qū)消費(fèi)者同時(shí)也是最熱衷上網(wǎng)分享產(chǎn)品差評(píng)的消費(fèi)人群。
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Asia-Pacific consumers are the world's most prolific online shoppers and many rely on Internet reviews when making purchases, research firm Nielsen said this week. |
Asia-Pacific consumers are the world's most prolific online shoppers and many rely on Internet reviews when making purchases, research firm Nielsen said this week.
The firm said 35 percent of consumers in the region used over 11 percent of their monthly spending to make online purchases, compared to a global average of 27 percent of consumers.
South Koreans were the heaviest online buyers in Asia, with 59 percent directing more than 11 percent of their monthly spending to online purchases, followed by 41 percent in China, Nielsen said in a report.
A further 31 percent of Asian consumers use between six and 10 percent of their monthly shopping purchases to buy items online.
More Asia-Pacific consumers also intend to buy online in the next six months than those from other regions, with South Koreans and Chinese the most likely to make such purchases.
Among the purchases consumers in the region are likely to make in the next six months are books, clothing, shoes, airline tickets, electronic equipment and hotel reservations.
"Technology and the Internet will very likely fundamentally change how and where shoppers spend their money and interact with retailers," said Pete Gale, a managing director at Nielsen's Retailer Services.
"We are seeing a strong trend in markets like Korea, where a significant population of online shoppers buy essentials such as groceries, cosmetics and nutrition supplies over the Internet."
Nielsen said opinions posted online were important in customers' decisions to buy products such as cosmetics, cars, software and food.
Asia-Pacific consumers were also the most likely to share dissatisfaction at a product on the Internet compared with consumers elsewhere.
"The increasing accessibility of the Internet and the incredible popularity of social media and online discussion forums mean today's brands have nowhere to hide," said Megan Clarken, Asia-Pacific managing director at Nielsen's online division.
Nielsen said in June that social media such as Facebook and Twitter or blogging sites had become powerful tools influencing what people buy and urged businesses to embrace the trend.
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(Agencies)
（中國(guó)日?qǐng)?bào)網(wǎng)英語點(diǎn)津 Helen 編輯）
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