\"Never leave home, buy all over the world\", online shopping for its convenience and high cost-effective, get the favour of people, become a \"new normal\" shopping. Recently, NBS survey office in Beijing from the online shopping active samples selected from the population in Beijing, for its Internet consumption habits, consumption structure and consumption characteristics carried out special investigation. According to the survey, online shopping is changing Beijing residents consumption habits, \"buy buy\" increasingly calm impulse spending, consumption form, quality of these different groups also displays their consumption characteristics.  

A, online shopping is changing Beijing residents' consumption habits  

More and more people are willing to online shopping. The survey back 792 valid samples in total, 67.7% of respondents said because of the number of online shopping reduced go out shopping, from 62.1% in 2015 to further expand. At the same time, to go out shopping is also trying to reduce the number of items. 22.1% of respondents said the number of items to go out shopping \"significantly reduced\" or \"less\", the proportion was up slightly from 21.4% in 2015.  

Online shopping frequency increase. According to the survey, the 2016 Beijing online users online 4.7 times a month on average, from 2015 (4.1). Among them, 86.7% of online users monthly online 2 times or more, in 6 and above accounted for 30.2%.  

Second, online shopping tend to be more rational, quality consumption quietly formed  

Online shopping tend to be more rational. , according to a survey, online users think that online shopping fundamental influence on consumer spending remains the same, 46% have widened from 43.3% in 2015. Compared to 2015, the influence of online consumer spending to life more to the \"fundamental\", \"less\" and \"significantly reduced\" direction (see below), and \"buy buy\" impulsive spending has a tendency to return to the rational.  

Figure 1 online shopping to the life the influence of consumer spending  

Quality consumer quietly formed. According to the survey, \"first purchase plan, a targeted search on the net, after careful comparison to buy\" (71.5%) and \"often shopping web site, looking for cheap and fine commodity (services), according to a recent life need plan to purchase\" (45.8%) is still the main characteristics of online shopping consumption habits, and in 2015, but in 2016, \"a sense of trust and loyalty to a particular brand or enterprise high, buy specific goals\" (27.4%) for the first time more than \"often shopping web site, find their favorite goods (services) to buy\" (18.9%) become the third-largest characteristics of online consumer habits, brand effect is becoming a important basis affect residents' shopping decision.  

Three, nine into online shopping experience in customer satisfaction, false is still a major problem  

Logistics are, payment of safe and reliable and the price of electricity on online shopping \"deep of love\", fake goods, false advertising, however, the lack of offline experience etc, make the person.  

According to the survey, the 2016 Beijing online user experience of online shopping satisfaction rate of 90.2%, compared with 2015 (86.8%) increased by 3.4%, maintain a higher level. Among them, 11.4% of online shoppers said \"very satisfied\", 78.8% of online shoppers said \"basically satisfied\", 9.4% of online shoppers said \"general\", and said \"not satisfied\" or \"very dissatisfied\" total accounted for only 0.4% of online users.  

According to the survey, the current main problems in the process of online shopping is \"the quality of the network shopping is uneven\" (74.9%), \"some online shopping goods (services) exist phenomenon of false advertising\" (59.7%) and \"offline lack of experience, consumer goods is difficult to fully grasp the actual situation\" (30.7%).  

Four, clothing shoes and hats, home textile consumption is still in the lead, the proportion of food  

As the traditional category of online shopping, clothing occupies an important position in the online shopping consumption. According to the survey, the city for more than a quarter of online consumption clothing shoes and hats, home textile products online sales account for 26.8% of all online sales, although the proportion of 2015 (27.3%) declined slightly, but still in the lead.  

The proportion of food. With the improvement of living standards, people on food safety and quality of life the pursuit of more and more high, global sourcing, origin of direct selling, cold chain logistics, food and electricity in particular mode of procurement, to provide a safe and rest assured quality products for consumers. New Zealand kiwi, Chilean cherries, Argentina's residents prawns are presented through the network of the table. According to the survey, the zhuhai online shoppers food and beverage alcohol, tobacco, health care category consumption is growing rapidly, this kind of goods online sales accounted for 12%, than 2015 increased by 3.4%.  

Five, the urban and rural residents \"similar\" online shopping goods, with emphasis on  

The survey respondents, 697 urban residents and rural residents, 95, accounted for 88% and 12%, respectively. From the point of commodity categories, urban and rural residents overall difference of online shopping goods, clothing shoes and hats and home textiles are the lion's share, but the focus is different.  

Urban residents online focus on the clothing shoes and hats and home textiles, food and beverage alcohol, tobacco, and health care products, household appliances, the three kinds of goods online sales accounted for the proportion of the total amount of online shopping are 26.7%, 12.4% and 26.7% respectively, total accounted for nearly 50%; In addition, catering tourism accommodation and air ticket to the urban residents consumption also has a large share, accounted for more than 6%.  

Rural residents online focus on the clothing shoes and hats and home textile products, mobile phones and accessories, food and beverage alcohol, tobacco, the three kinds of goods online sales accounted for the proportion of the total amount of online shopping are 27.9%, 10.4% and 27.9% respectively; Compared to urban residents and rural residents in catering tourism accommodation and air ticket ticket with low consumption.  

Six, \"loading\" or \"clothes make the man\", men's and women's different preferences  

240 people surveyed 552 women, men, accounted for 69.7% and 30.3%, respectively. Survey found that the differences between men's and women's preferences, men love \"machines\", the female \"clothes make the man\".  

Figure 2 online shopping goods  

In \"food\", \"family\" and \"service life\" three major categories, gender difference is not obvious; Women and men when it comes to \"dress\" in the \"electronic product\" have obvious tilt [1]. Data show that women shopping goods category, clothing, shoes and hats, home textiles such as \"clothes\" class accounted for the highest, 29.1%; Men to mobile phones, computers, digital products, such as \"electronics\" kind of enthusiasm, in the total online shopping, the three kinds of proportion of 22% (see chart 2).  

Seven, online active people have higher education and more highly educated young people pay more attention to purchasing service  

Online active crowd generally high level of education, college degree or above, 578, accounts for 73%, far higher than the proportion of the population of permanent residents of the index of Beijing [2] (35.7%). Survey found that the longer the fixed number of year of the education, food, travel, accommodation, insurance, show ticket booking service class amount is the higher the proportion of the total amount of online shopping, a master's degree or above accounted for 23.5% of the service industry, the junior middle school diploma of service class accounted for only 11.4%. Age composition of the similar situation, people under the age of 20 service class amount which accounts for 27.7% of the total amount of online shopping, and the residents at or above the age of 50 and service class accounted for only 11.8%.  

For further cross through the record of formal schooling and age group, the survey found under the age of 20 undergraduate and master degree (or above) of 20 to 29 years old favorites from online purchase service, the corresponding service class accounted for more than 35%, significantly higher than the other groups. From a certain extent, this reflects the fact that compared with the general public, young, highly educated people have more potential in \"literary youth\", go to trip, to see a play, only fingers gently, can pursue the \"poetry and the distance\" in life.  

note  

Scope of survey methods and survey: this survey by two sampling methods, one is from the fourth quarter of 2016 household income and life condition investigation once through the Internet to purchase goods and services in the household survey samples randomly selected sample households; Second, snowball sampling method to be used by investigators selected sample general Internet users of online shopping behavior.  

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[1] as the intuitive analysis of online commodity categories, the food, beverage, tobacco, health care products are classified as \"food\", clothing, shoes and hats, home textile category as \"clothes\", personal care, household articles supplies and home appliances as \"household\", such as mobile phone, computer, digital class as \"electronics\", dining, travel, accommodation and other non-food classes as \"service life\".  

[2] data source: 2016 Beijing statistical yearbook.