jueves, 29 de octubre de 2009

Estudio sobre Comercio Electrónico B2C 2009.

En el estudio B2C 2009, elaborado por el Observatorio Nacional de las Telecomunicaciones y de la Sociedad de la Información (ONTSI), se presentan los datos del negocio electrónico a través de la compra realizada por consumidores correspondientes al año 2008, con una muestra representativa de 2.137 usuarios de la Red, sobre los que se analizan los hábitos, consumos y valoraciones que hacen sobre el comercio electrónico, así como las barreras que limitan el acceso a este canal de venta.

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El volumen de negocio generado por el comercio electrónico B2C en 2008 supera los 5.300 millones de euros, lo que supone un incremento del 12,6% respecto a 2007.

El principal motor de este crecimiento ha sido la evolución del número de internautas, que pasa del 53,5% al 58,3% de la población de 15 años y más. Debido a este incremento, y con una proporción de compradores que pasa del 39,8% al 40,3% de los internautas, el número absoluto de compradores online aumenta casi en 900.000 individuos, hasta alcanzar los 8,9 millones de internautas que compraron en 2008. Esta cifra, unida a un gasto medio de 604€, implica un volumen de negocio de 5.361 millones de euros en 2008.

El perfil de los compradores responde a las siguientes características sociodemográficas: Hombres, de 25 a 49 años, residentes en hábitats urbanos (más de 50.000 habitantes), con estudios universitarios, de nivel socioeconómico alto y medio alto y trabajadores en activo a tiempo completo.

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  • La cifra de negocio B2C en 2008 ha experimentado un crecimiento del 12,6% respecto al año anterior, alcanzando los 5.362 millones de euros.
  • El principal motor de este crecimiento es el aumento del número de internautas en 2008, que pasa del 53,5% al 58,3% de la población de 15 años y más.
  • El porcentaje de internautas que compró por Internet en el transcurso del año se eleva del 39,8% de 2007 al 40,3% de 2008, que se traduce en un incremento de casi 900.000 personas, alcanzando un total de 8,9 millones de internautas compradores en 2008.
  • El 95,2% de los individuos que han realizado compras online durante 2008, declara que ésta ha cubierto sus expectativas, percepción que mejora desde el año 2007 en el que se situaba en el 93,7%.

  • El 87,2% de los compradores declaran que el servicio de entrega de pedidos por Internet es correcto, mejorando respecto al 83,5% de 2007.

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Recogida de información: Entrevistas telefónicas mediante sistema CATI (Computer Assisted Telephone Interview).

Fechas de recogida de la información: Del 14 de abril al 8 de mayo de 2009.

Ámbito geográfico: Total Nacional.

Universo: Población internauta de 15 años y más.

Universo de referencia: Total 37.810.051 individuos. Población de 15 y más años en Península, Baleares y Canarias.

Tamaño muestral: 2.137 panelistas usuarios de Internet.

Fuente: Proyecciones INE sobre Censo 2001. 2008 Internautas (individuos que han accedido alguna vez a Internet): 22.034.000 individuos,
penetración de Internet (58,3%). Panel de Hogares TIC Red.es (septiembre-2008).


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