1

!"#$%&'"($)$&*%+,'&"(-.!(./0/

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,'-+*.&'(!/+.#*01&.'(

23,(+1(!"4565

7.#$)*+(3898

Estudio sobre Comercio Electrónico B2C 2010 en España

2

La cifra de negocio B2C en 2009 ha experimentado un crecimiento del 15,9%respecto al año anterior, situándose en los 7.760 millones de euros.

!/(.'-+*.&'(+/+.#*01&.'(23,(5/.51:5(/'"(;<;=8(-&//'1+"(%+(+$*'">

!"#$%#&'()*+,

?'/$-+1(%+(.'-+*.&'(+/+.#*01&.'(23, @-&//'1+"(AB

5.9116.695

7.760

2007 2008 2009

1(02345

*El volumen de negocio se ha obtenido siguiendo un método de cálculo nuevo, según se describe en la ficha técnica

3

1,1 MM2,1 MM

3,5 MM4,0 MM 4,3 MM

5,1 MM

8,0 MM8,9 MM

10,4 MM

2001 2002 2003 2004 2005 2006 2007 2008 2009C 678 9$)(:05(9$ ',*$%,;<*;8(=;(%$;)'>;9"(;)(#$,"8(<,;(&"#?%;(?"%(@,*$%,$*($,(.//4A

!El principal motor del crecimiento en los últimos años es el aumento del número de internautas, que en 2009 pasa del 58,3% al 64% de la población de 15 años y más. !Con el incremento del 40,3% al 41,5% de los internautas que compraron en 2009, se eleva el número absoluto de compradores on-line casi en 1.500.000 individuos, hasta alcanzar los 10,4 millones en 2009.

!1(388D(.'-4*5*'1(4'*(E1#+*1+#(98FG(-&//'1+"(%+(4+*"'15"

1(0B5

H$+1#+I(7JKLE

@,*$%,;<*;8(&"#?%;9"%$8($,(.//4

@,*$%,;<*;8(,"(&"#?%;9"%$8($,(.//4

41,5%58,5%

4

!/(M5"#'(-+%&'(4'*(.'-4*5%'*("+(-51#&+1+(+1(#'*1'(5(;N8(+$*'"

!"#$%#&'()*+,

C C;(#$9';(?"%(&"#?%;9"%(8$($8*;D')'>;(;)%$9$9"%(9$(B2/EA

C C"8(?%"9<&*"8(F<$(G$,$%;,(#;H"%(G;8*"(8",IJ );8(%$8$%K;8(9$(;)"L;#'$,*"(M2N.EO3(J )"8(D'))$*$8(9$(*%;,8?"%*$(M2N.EO(H(

J )"8(?%"9<&*"8(9$($)$&*%+,'&;(MN::EOA

749 €754 €739 €

2007 2008 2009

*El gasto se ha obtenido siguiendo un método de cálculo nuevo, según se describe en la ficha técnica

5

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Base: Total de internautas compradores

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Novedad

6

Reservas

Servicios financieros

Electrónica

Alquiler de coches/motor

Billetes transporte

Entradas

LibrosRopa y complementos

Software

Multimedia, formato físico

Multimedia, formato digital

Servicios de Internet

Alimentación y bazar Juegos de azarElectrodomésticos y hogar

Red social de pago

0

10

20

30

40

50

0 10 20 30 40 50 60 70% compara info más frecuentemente on line

% c

ompr

a m

ás fr

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ntem

ente

on

line

b5Y(4*'%$.#'"(]$+("+(.'-4*51(.'1(-5Y'*(V*+.$+1.&5(4'*(E1#+*1+#(]$+(4'*(/5(TX5(#*5%&.&'15/(

Base: Internautas que han comprado el producto (on-line u off-ine) en 2009

^$M5*(-`"(V*+.$+1#+(%+()_"]$+%5(%+(&1V'*-5.&01(Y(.'-4*5(c4'*(E1#+*1+#('(V$+*5(%+(E1#+*1+#d

!"#$%#&'()*+,

!e`"(%+($15(#+*.+*5(45*#+(%+(/'"( &1#+*15$#5"($#&/&:5(+1(-5Y'*(-+%&%5( /5(R+%(]$+( '#*5"( TX5"( 45*5( 5%]$&*&*( 4*'%$.#'"( %+( *<%'8#" Y( *%;,8?"%*$F( 5/]$&/5*(&"&=$8F('(.'1#*5#5*(8$%K'&'"8(9$(@,*$%,$*<

!^5(&"#?;%;&'+,(9$(?%$&'"8 +"(#5-)&f1(-`"(V*+.$+1#+(4'*(E1#+*1+#(45*5(/5(-&#5%( '( -`"( %+( /'"( &1#+*15$#5"F( 5/( #*5#5*"+( %+( 4*'%$.#'"( %+( #$*&"-'F(#*51"4'*#+F(E1#+*1+#F('.&'F("'V#[5*+(Y(-$/#&-+%&5(%&M&#5/<(

g9QO

g9Q3

7

0,3%1,6%

0,4%1,9%

3,1%0,5%

14,2%15,8%

89,8%90,4%

2008 2009

!P<$K$(9$(&;9;(9'$>(&"#?%;9"%$8(",J)',$3($Q$&*R;( );( &"#?%;(9$89$($)(="G;%<(

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^5(.'-4*5('1i/&1+ "+(*+5/&:5(4*&1.&45/-+1#+(%+"%+(+/(Z'M5*

Base: Total internautas compradores

^$M5*(Z5)&#$5/(%+(.'-4*5"(4'*(E1#+*1+#(@*+"4$+"#5(-_/#&4/+B

!"#$%#&'()*+,

Hogar

Empresa / Trabajo

Cibercafés/otrospuntos de acceso privados

Escuela/Universidad

Puntos de acceso públicos

8

0,4%1,1%

4,1%10,7%

24,7%13,9%

70,0%42,2%

53,2%51,4%

44,9%51,9%

2008 2009

!L&M$&+1%'( $15( #+1%+1.&5( ]$+( "+( ')"+*T5( #5-)&f1( +1( `-)&#'(&1#+*15.&'15/F( /5(S$D 9$)( Q;D%'&;,*$ 45"5(5('.$45*(+/(4*&-+*( /$M5*F( /'(]$+(%+-$+"#*5(+/(4'%+*(%+(%+"&1#+*-+%&5.&01(%+(E1#+*1+#<

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\$M+(%+(/5(T+1#5(%&*+.#5(%+(/5([+) %+/(V5)*&.51#+(Y(%+(/5"(#&+1%5"(4$*5-+1#+('1i/&1+

Base: Total internautas compradores!"#$%#&'()*+,

cS01%+("$+/+(.'-4*5*(4'*(E1#+*1+#d(@*+"4$+"#5(-_/#&4/+B

No sabe

Otros

Subastas

Tienda que vende por Internet y que disponetambién de establecimiento físico

Tienda exclusivamente virtual

Web del fabricante del producto

9

0,1%1,6%

1,3%1,0%

0,1%1,8%

0,7%0,1%1,2%

3,0%10,7%

5,0%6,7%

9,2%29,1%

13,6%50,2%

64,6%

2008 2009

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No sabe

Otros

Móvil

Domiciliación bancaria

Tarjeta de establecimiento

Tarjeta de prepago

Tarjeta Paypal

Transferencia bancaria

Contra reembolso

Tarjeta de crédito/débito

De 0 a 20 %18%

No se8%

De 21 a 40 %3%

De 41 a 60 %1%

De 61 a 80 %5%

De 81 a 100 %65%

h(%+/(&-4'*#+(%+(.'-+*.&'(+/+.#*01&.'(45M5%'(.'1(K5*U+#5(%+(.*f%&#'Q%f)&#'

10

2,9%2,3%

20,2%20,3%

18,6%17,1%

21,8%18,9%

18,3%17,4%

9,9%10,9%

8,4%13,1%

2008 2009

! !1(388D(+/(38h(%+(/'"(.'-4*5%'*+"(Z5(M5"#5%'(-`"(%+(9<888(+$*'"F(&M$5/(]$+(+/(56'(51#+*&'*(

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Base: Total internautas compradores !"#$%#&'()*+,

Menos de 50 euros

De 51 a 100 euros

De 101 a 200 euros

De 201 a 500 euros

De 501 a 1000 euros

Más de 1000 euros

Ns/NcMedia 2009: 749€Media 2008: 754€

*El gasto se ha obtenido siguiendo un método de cálculo nuevo, según se describe en la ficha técnica

11

N i co mprado ni vendido

83,1%

N ,s/ n,c1,2%

So lo he vendido

1,2%

So lo he co mprado

9,2%

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5,3%

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Novedad

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ck'*(]$f *5:01(/'(Z5(Z+.Z'd

Base: Total internautas compradores entre particulares

12

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2009

2008

AntesCOMPRARONNO COMPRARON

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13

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14

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15

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