2015 11-11 China Online Shopping Day

2015 11-11 China Online Shopping Day
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YouGov Survey Findings on 2015 Singles’ Day: 78% respondents intent to purchase most items from Tmall on 11-11

The world’s biggest online shopping day - Singles’ Day is just around the corner! Last year, China netizens spent over RMB$57 billion on Alibaba’s sites Tmall and Taobao. How will China netizens spend their money on this day? YouGov polled 1,091 netizens in China from 3rd to 5th November 2015 to investigate Chinese netizens’ purchase behaviour on this year’s Singles’ Day. Let’s see the key findings in the below infographic.

YouGov survey finds that 74% of respondents claim they are  11-11 repeat shoppers, while 9% admit this will be their first time shopping on 11-11, 10% do not plan to shop on 11-11 this year, and 7% are still not sure whether they will shop on 11-11.

The most popular categories that the majority of consumers are planning to buy are: apparels, accessories, shoes, and bags (64%), snacks, bakery product, and confectionary (38%), personal care (35%), computer, digital products, and games (33%), and cosmetic and skin care (32%).

The most popular categories that the majority of consumers are planning to buy are: apparels, accessories, shoes, and bags (64%), snacks, bakery product, and confectionary (38%), personal care (35%), computer, digital products, and games (33%), and cosmetic and skin care (32%).

Budget wise, 49% of respondents who plan to shop online on Singles’ Day would spend RMB1,000 or below; while 44% would spend between RMB1,000-7,000. There are also 7% of respondents who plan on spending RMB7,000 or more. 

However, there are 10% of respondents who do not plan to shop on 11-11, key reasons being they don’t have the need to shop (43%); there are many of these similar events throughout the year, so they have no hurry (30%); they don’t want to wait for a long time to receive the products purchased on 11-11 (25%); and the products on sales on 11-11 are usually of lower quality (21%). Worth to note is that there are more female respondents than male who don’t want to wait longer times to receive products from 11-11 (33% femaile vs. 15% male), and more female respondents than male who claim that they have many similar events this year so do not have the need to hurry for the 11-11 (36% female vs. 22% male). In the other words, too many similar events occurring throughout the year and long delivery time creates less excitement and motivation to shop on 11-11. 

Here are the top 5 online retailers respondents intent to purchase most items from on 11-11:

  1. Tmall (78%),
  2. Taobao (70%),
  3. JD.COM(62%),
  4. Suning (22%), and
  5. Amazon (22%).

When asking about device used for shopping on 11-11, smartphones top the chart. 61% use their smartphones, 46% use their laptops, and 43% use desktop computers. The convenience of shopping anywhere and anytime is becoming a prominent trend in China.

In terms of preferred shopping platforms, the majority of respondents (52%) prefer to shop via retailers’ websites, 28% prefer to shop via apps, and remaining 20% has no preference in website or app.

When being asked about methods of payments, the vast majority (81%) plan to pay with Alipay, 27% using online banking (credit card), and 20% using online banking (debit card).  

When choosing their top 3 online retailers, consumers said it is because the retailer is more credible (52%), they have wider option of brands to choose from (40%), generally the price is the cheapest (39%), and the products are more genuine (38%).

Prior to shopping on 11-11, consumers were being exposed to 11-11 events through various sources of information touch points. This year, we see high exposure rate of ads being pushed through digital platform or social media. Topping the chart this year are ads on retailer’s website/app (48%), retailers’ ads on social media (48%) and product/brand related news on social media (36%).

When searching information regarding 11-11, categories information on retailers’ websites (38%), category navigation section on retailers’ website/app (30%),  search categories information on brand website (29%) and check product review from other buyers (29%) remain to be the key touch points that initiated actively by the shoppers.

Prior to shopping on 11-11, consumers usually have a shopping strategy in order to grab the best deal in the shortest time. They usually will do the followings:

  1. Accumulating all the coupons/vouchers/red packet as much as possible (54%),
  2. Focus only on a few most important items and place that in my shopping cart (48%), and
  3. Load my shopping cart with every thing I could possibly want (41%).

Click here to download infographic.