研究：亚洲人最爱网购

尼尔森调查公司最近的一份调查报告显示，亚洲太平洋地区消费者是全球最大的网络购物群体，该地区35%的消费者每月网购开支占月开支的比例超过11%。这项调查称，在最热衷网购的亚洲消费者中，韩国人网购开支比例最大，有59%的韩国人将每月总开支的11%以上用于网购。紧随其后的是中国消费者，每月网购开支比例超过11%的人占到了41%。此外，还有31%的亚太地区消费者每月网购开销占总支出的6%至10%。在网购消费倾向方面，多数消费者打算通过网络购买书籍、衣服、鞋子、机票、电子产品以及宾馆预订等商品或服务。调查报告表示，购买电子产品、化妆品、汽车、软件和食品等商品时，消费者往往受到网络点评影响，而亚太地区消费者同时也是最热衷上网分享产品差评的消费人群。

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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