AMIPCI Study of Electronic Commerce in Mexico 2010
description
Transcript of AMIPCI Study of Electronic Commerce in Mexico 2010
E-Commerce Survey 2010
Prepared by: Market Research Vice President Diana Arboleya, TGI Kantar Media
Presented by:
Index
1. Introduction and Background
2. Methodology
3. E-commerce in Mexico 2009 and
main patterns of the shopper on the Internet
4. Conclusions
Introduction
Mexican Internet Association (AMIPCI) integrates the companies they represent
an influence on the development of the Internet Industry in Mexico.
Each year, the AMIPCI undertakes the task of developing studies on the use of Internet
in Mexico to guide and encourage the growth of the internet.
The AMIPCI, conscious of the need to understand and analyze the issues that may
affect e-commerce in our country, involves the Trade Study
E-2010, sixth consecutive year that performed under the auspices of Visa and
information Select.
The results of this analysis allow us to have a better perspective on the
evolution of electronic commerce in Mexico and the opportunities
presents this new sales channel in our country in order to highlight the achievements and
opportunities in the field in Mexico.
Market Research Vice President, Asociación Mexicana de Internet.
Mexican Market
Data and methodology Mexican Market
AMIPCI Study of Electronic Commerce in Mexico 2010, the sixth of its kind, measures the magnitude of sales of products made in Mexico by
internet.
25 companies participated by providing relevant information, same as
was subjected to a process of analyzing and presenting data consolidation
more relevant in this study.
In order to have a uniform basis for comparison are
asked these companies to both its historical figures and their prospects
2010.
Overall numbers of electronic commerce in this study are
result of analysis of this information and trends.
Participating companies
CONSUMPTION
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Bwin
Cinépolis
Shopping
Dell Emotion Sports
Esmas
Gandhi Liverpool MercadoLibre
Nine West Palacio de Hierro
VIP Square
S Insurance
Sony
Tec Draw
Telefónica
Ticket Master
TOURISM
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Aeromexico
Aerocar Clickhoteles
Interjet Mexicana
Price Travel RCI Volaris
E-commerce: growth above
the economy in 2009 and strong growth in 2010
Figures in MUSD $ 2.387
Annual sales of B2C e-commerce Annual Growth 31%
$ 1.817 $ 1.768 3%
$ 955
$ 537
$ 209 $ 315
2004 2005 2006 2007 2008 2009 2010 * * Estimated
Source: Select, Electronic Commerce Study, October 2010
Figures in millions of pesos
Annual sales of B2C e-commerce Annual Growth 25% $ 30.292
$ 24.545
$ 19.713 23%
$ 10.438
$ 5.853 $ 2.360 $ 3.430
2004 2005 2006 2007 2008 2009 2010 * Source: Select, Electronic Commerce Study, October 2010 * Estimated (Type Change: $ 12.69)
Consumption growth in tourism over
in 2009 and 2010
102% Annual Growth of dollar amounts
91%
51%
43%
24% 33% 31%
-3%
2007 2008 2009 2010 *
* Estimated Consumption
Source: Select, Electronic Commerce Study, October 2010
Tourism
E-commerce participation vs. winning.
Traditional business
2008
Trade electronic 8%
2009
Trade electronic 12%
Other means 92%
Other means 88%
Source: Select, Electronic Commerce Study, October 2010
Source: Select, Electronic Commerce Study, October 2010
Virtual stores are not considered n = 18
Continues Strong Sales
growth
Destination of sales of business e-commerce in Mexico
5% 14% 23%
International
95% 86%
77%
National
2007 2008 2009 n = 19 Source: Select, Electronic Commerce Study, October 2010
In the consumer segment, computing is
the highest turnover
Distribution of consumer sales
Accessories vehicles 4%
Consoles and Games 6% Clothing & acc. Persons 8%
Sport 3%
Home appliances 3%
Pets and Animals 3%
Photography and cameras Digital 2%
Movie tickets 2% Cell Acc. 2%
Others 29%
Airtime 1% Books and magazines 1% Baby Items 1% Furniture and equipment 1%
Collectibles 1% Insurance 1%
Music and Movies 0.4%
Health and Beauty 3%
Electronics 8%
Cell 13%
Computing 26%
Others 11%
Source: Select, Electronic Commerce Study, October 2010
Tourism: the national ticket weight is
boosting trade
International Average price: $ 215 USD National average price: $ 155 USD
Distribution of sales in tourism
Airline Tickets International 28%
Airline Tickets National 72%
Source: Select, Electronic Commerce Study, October 2010
Gaining ground deposits or transfers vs. TDC
Other: Credit and non- Banking / Payment Deferred
9%
6%
5%
8%
Deposit / Online Transfer 15%
12%
8%
COD / Cash 12%
9%
74%
Credit card 66%
74%
2008 Source: Select, October 2010
2009 2010
Internet Buyer
Data and methodology of the Internet Buyer
It has realizadouna online survey of a database
(Www.consupermiso.com.mx) of Mexican Internet users to know their habits
purchase. 1.024 cases were obtained representing the universe of surfer
Mexican in the variables Seco, NSE, age and geographical area. The aim dinal of this study is to know the most important aspects that takes into account the
Internet users to shop online as security, the main portals
and especially the level of confidence.
•Universe: Mexican Internet users ages 18 and up
•Frequent Internet users (minimum of 2 hours exposure per day)
•Geographical scope: Mexico
•Technique: C.A.W.I. Online Self-Administered Interview
•Displays: 1,024 cases
•Fieldwork Date: October 2010
Mexican Market
Sample profile
Distribution of gender, age and SES are representative of the profile of
Mexican surfer
Gender
18 to 24 years old
From 25 to 34 years old
Age
41%
31%
17%
8%
3%
55%
Men
45% From 35 to 44 years old
From 45 to 54 years old
Women
ABC +
NSE Over 55
40%
21%
28%
11%
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D / E * Base: 1024 respondents
Buying habits
65% of respondents have purchased online. And the main reason for
do not buy online is the lack of confidence.
Have you bought online?
3% 22% Why NOT?
It gives me confidence to my data personal
I'm afraid to provide information My Card
I do not know if I will get the product
I do not trust the shipment arrives
54%
40%
36%
35%
40%
35% I have no credit card
Not interested
I seem high shipping costs
32%
24%
18%
15%
9%
Yes, only Mexican sites
If only foreign sites (Amazon, eBay, Bestbuy)
Yes, Mexican and foreign sites (Amazon, eBay, Bestbuy)
I have not bought online
Do not know how to buy online
Do not find what I want
Long time to get what I buy * Base: 1024 respondents 7%
* Base: 354 respondents who mentioned Not having purchased online.
99% of respondents who have purchased online, please consider making
a purchase.
You think to buy something online in the future?
8%
46%
45%
If, in the next 3 months
1% If, in the next year
Yes, but do not know when
No, I never buy online
* Base: 670 respondents
49% of respondents who have purchased online, have acquired
Electronic Devices.
Electronic Devices
Computers
Airline ticket or bus ticket (air or ground transportation)
Software
Tickets Events, Shows, Concerts, Film, Theatre, etc.
Cell Phones / Accessories
Clothing and personal accessories (Watches / Glasses / Shoes / Bags, etc.).
Hotel Reservations
Music & Movies (downloads)
49%
31% 31% 30% 28% 26% 22% 21% 21% 20% 19% 18% 16% What product / service you bought? 16% 14% 11% 9% 6% 5% 4% 3%
* Base: 670 respondents 2%
Books & Magazines (physical)
Books & Magazines (downloads)
Consoles and Games
Articles w / home
Toys
Music and Movies (physical)
Vehicle Accessories
Perfumes
Online impressions (pictures, documents, etc.., X mail sent)
Animals & Pets
Car rental
Food
Insurance
66% of respondents who have shopped online for
products and / or services, portals have been buying / selling.
Purchase
Online Banking
Entertainment / Shows
66%
35%
34%
31%
26%
19%
18%
14%
14%
10%
10%
What kind of portals you have made online shopping?
Air and land transport
Calculation
Software
Government
Boutiques / Department Stores
Hotel Chains
Office Supplies
Supermarkets
Virtual Travel Agencies
Insurance
8%
3%
* Base: 670 respondents
The average cost of online purchases is $ 401 to $ 1000 pesos and do
every three months.
How much you spend on average each time you shop? How often do you shop online?
More than $ 5001 pesos
$ 3001 to $ 5000 pesos
$ 1001 to $ 3000 pesos
$ 401 to $ 1000 pesos
$ 150 to $ 400 pesos
Less than $ 150 pesos
4%
5%
18%
Every Year 23%
39%
23%
Every three months
Every Month
40%
Every Week 26%
7%
I bought a once
3%
12%
* Base: 670 respondents * Base: 670 respondents
Purchase Intent
Half of the respondents who have purchased online, compare prices
online and physical stores.
Before making a purchase of any type (online or physical store), Do you compare prices?
8% 51%
37%
Yes, I compare prices online
4% Yes, I compare prices in physical stores
Yes, I compare prices online and physical stores
Not
* Base: 670 respondents
45% of respondents who have purchased online, using Internet
as their main source of information.
What is your main source of information?
27%
Others
TV
9%
8%
3%
2%
Online Campaigns
Friends
Family
Previous Experiences
Internet 46%
5%
* Base: 670 respondents
76% of respondents who have purchased online, consider
save time.
Why shop online?
Saving time
It is cheaper
Meeting of models
I take him home
It is more practical
I can buy items from other countries / imported
It is the only way that I find
Assure the product / service
Matched fashion
76%
51%
48%
48%
38%
37%
18%
16%
11%
* Base: 670 respondents
Conclusions
Conclusions
•The E-Commerce reaches $ 1.817 MUSD in 2009
•31% growth Estimated Closing 2010
•12% of Sales Total performed through e-commerce
•Consumption grows aggressively super growth of tourism
•Sales continue to drive segment: 23% of total
•Plane tickets andcomputers drive growth
•Transfers and deposits earn participation in payment
Conclusions
• The 66% of respondents who have shopped online, the
been made in portals purchase / sale.
•The 49% of respondents who have purchased online, have
acquired Electronic Devices.
•Half of respondents who have purchased online,
compare prices online and physical stores.
• The 65% of respondents purchased over the Internet.
•The 76% of respondents who purchased Internet, see
that timesaving.