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bite-sized mobile researchOnline Shopping –Quick StudyDecember 2012

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About this Survey In December, China’s Alibaba (operator of Taobao and Tmall) announced they recorded 1 trillion RMB (US $157B) in transactions, making them the world’s largest e-commerce company. Internet penetration is rising rapidly in China and shopping online has become a regular activity for many. We wanted to know more about Chinese consumers’ online shopping habits: • How much does Taobao really dominate in China? • How often are people shopping online? • What are they buying online and what drives their purchase decisions? 11 questions 1,203 respondents 3 days in Dec 2012 Surveys were sent to consumers’ mobile phones via Decision Fuel’s mobile survey platformDec 2012 2

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About the Respondents Geographic Location Age Range 40% 29% North 22% 18% 11% 13% West 7% 25% East 35% 14-19 20-24 25-34 35-44 45+ South Gender 30% 70% Female Male Sample Size: 1203Dec 2012 3

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Online Shopping Rationale What are the top two reasons you choose to shop online? Not surprisingly, low price is the top reason for shopping online Only 3% of respondents have never shopped online Sample Size: 1203Dec 2012 4

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E-Commerce Sites Which of the following e-commerce sites you have purchased products / services from? Taobao dominates e-commerce, but 40% of respondents also shop outside the major online sites Sample Size: 1159Dec 2012 5

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Online Shopping Frequency How often do you shop online? Women shop more frequently overall, but over 60% of both males and females shop online at least once a month Sample Size: 1203Dec 2012 6

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Product Categories Purchased What do you usually purchase online (select all that apply)? Women dominate almost all categories except Digital Home Applications and Virtual Goods Sample Size: 1158Dec 2012 7

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Online Purchase Drivers What are the top two determinant reasons you decide to purchase something online? A trustworthy online site is much more important than product uniqueness Sample Size: 1154Dec 2012 8

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Trying New Stores What factors below will encourage you to try a newly opened online store? Customer service trumps price in attracting customers to a new e-commerce site Sample Size: 1152Dec 2012 9

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Purchasing Via Mobile Which, if any, of the following goods would you purchase via your mobile? Most respondents are willing to purchase physical and digital goods using their mobile phones Sample Size: 1183Dec 2012 10

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Reasons for Having Never Shopped Online What are the reasons you havent shopped online? (asked to those who have never shopped online) Those who have never bought online are concerned about product quality and being scammed Sample Size: 33Dec 2012 11

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Future Online Shopping Potential Do you think you will shop online within the next 12 months? (asked to those who have never shopped online) Of those who have never shopped online, 80% say they may in the next year Sample Size: 33Dec 2012 12

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For more information, please contact: China Min Yoo, Country Manager min@decision-fuel.com +(86) 21 6136 9316 HK & Global Patrick Corr, Co-Founder patrick@decision-fuel.com +(852) 9026 4049 Colin Marson, Co-Founder colin@decision-fuel.com +(852) 9475 3146Dec 2012 13