[英文調查報告書] 電子商務零售業：今後的發展趨勢

Abstract

While both the number of new Internet users in the US and the number of online buyers are only growing at single-digit rates, eMarketer estimates that online sales in 2005 increased a hefty 25%. Baby boomers and digitally literate young adults, coupled with the spread of broadband access, are changing the way people shop online- and how Web merchants market to them.

Attention: Marketers, Advertising Agencies, Retailers, Online Content Sites, Portals and Financial Analysts.

The Retail E-Commerce report tracks the trends that are invigorating B2C marketing and sales, including unprecedented consumer involvement in product comparison sites, peer opinions, social networks, discussion boards and blogs. At the same time, higher broadband penetration is empowering Web merchants to experiment with product visualization tools that give customers a greater sense of products that have traditionally only been evaluated up close in stores.

Key questions the “Retail E-Commerce” report answers:

Which consumer segments are driving US retail e-commerce growth?
How are young shoppers changing e-commerce?
How are consumers and Web retailers using virtual communities to aid the buying decision process?
Which online shoppers make the greatest use of visualization tools- which product categories?
And many more...

eMarketer Reports- On-Target and Up-to-Date

The Retail E-Commerce report aggregates the latest data from leading marketing and communications researchers with eMarketer numbers, projections and analysis to give you the comprehensive range of information you need to make well-informed e-business decisions.

Impetus

US Internet Users, Online Buyers and Retail E-Commerce Sales (excluding travel), 2004-2008 (as a % increase vs. prior year)
Issues & Questions
Overview

The eMarketer Outlook

A. The Evolution of the Internet Population

Key US Retail E-Commerce (excluding travel) Metrics, 2001, 2005 & 2008 (in millions, % penetration and CAGR)
Change in Consumer Attitudes that Will Account for the Greatest Growth in Online Shopping according to US Internet Retailers, May 2005 (as a % of respondents)
Profile of Online Shoppers and Online Buyers in North America, November-December 2004 (as a % of respondents)
US Internet Users' Online Spending and Purchasing Behavior, June-August 2005
US Internet Users, by Age, March 2005 (in thousands and as a % of total Internet users)
Internet-Influenced Spending* among US Youth, by Age, July 2004

B. The Broadband Effect

Technology Change that Will Have the Greatest Impact in Driving the Growth of Online Shopping according to US Internet Retailers, May 2005 (as a % of respondents)
Percent of US Internet Users with Broadband, 2002-2008
Online Activities of US Adult Internet Users, by Access Technology, 2005 (as a % of respondents)
Online Consumer Retail Activity and Purchasing Behavior of US Internet Users, by Access Technology, November 2004

C. Trends in the Use of Virtual Communities

Leading Causes of US Consumer Frustration with Retailers' Web Sites, September 2004 (as a % of respondents)
US Consumer-Generated Online Postings, by Type, 2003-2006 (millions)
Degree to which Certain Factors Influence US Consumers' Decision to Purchase a Product or Service, 2005 (score on a 10-point scale*)
US Internet Users' Trust in the Accuracy of Information Provided by Select Organizations and Web Sites, 2002 & 2005 (% of respondents)
US Consumer Attitudes toward Shill* Marketing, 2005 (% of respondents)

D. How Retailers Use Virtual Networks

US Online Retailers that Provide Content Used to Evaluate Products or Services, 2005 (as a % of respondents)

E. Spotlight on Blogs

US Blog Visitors Who Buy Online, Q1 2005
Demographic Profile of US Blog Visitors, Q1 2005 (% of respondents)
Online Activities of US Teen Bloggers vs. Non-Bloggers, October-November 2004 (as a % of respondents in each group)
US Internet Users Who Have Used Blogs to Learn about Products and Services They Were Considering Buying, March 2005 (as a % of respondents)
US Internet Users Who Find Information on Blogs Helpful in Making Purchasing Decisions, March 2005 (as a % of respondents*)

F. Trends in the Use of Visualization Tools

Reasons that Internet Users in North America Have Not Purchased Products or Services Online, November-December 2004 (as a % of respondents)
Percent of Select Category' s US Retail Sales Conducted Online, 2005
Enhanced Product Page Tools Used by US Internet Retailers, Q4 2004 & Q4 2005 (as a % of respondents)
Highest Ranking Enhanced Product Page Tools Used by US Internet Retailers, 2005 (as a % of respondents)
Spotlight I: Hotel Bookings
- Leading Factors* in Selecting a Hotel Online according to US Online Travelers, October 2005 (% of respondents)
- Level of Satisfaction with the Quantity of Hotel Web Site Visuals according to US Online Travelers, October 2005 (as a % of respondents in each group)
- Level of Satisfaction with the Quality of Hotel Web Site Visuals according to US Online Travelers, October 2005 (as a % of respondents in each group)
- Importance of Hotel Web Site Visuals and Still Photographs according to US Online Travelers, by Frequency of Online Research, October 2005 (as a % of respondents in each group)
- Usefulness of Hotel Web Site Short Videos and Virtual Tours according to US Online Travelers, by Frequency of Online Research, October 2005 (as a % of respondents in each group)
Spotlight II: Apparel Buying
- US Consumers Who Prefer to Purchase Clothing and Apparel Online Rather than in Stores, January-February 2005 (% of respondents)
- Product Areas that Will See the Greatest Growth in Online Sales in the Next Five Years according to US Internet Retailers, May 2005 (% of respondents)
- Engagement with Select Web Site Features on Apparel Web Sites among Visitors that Arrived via Search, 2005 (based on an index baseline of 100 for non-search visitors)

電子商務零售業：今後的發展趨勢

Retail E-Commerce Future Trends