1
!"#$%&'"($)$&*%+,'&"(-.!(./0/
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23,(+1(!"4565
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Estudio sobre Comercio Electrónico B2C 2010 en España
2
La cifra de negocio B2C en 2009 ha experimentado un crecimiento del 15,9%respecto al año anterior, situándose en los 7.760 millones de euros.
!/(.'-+*.&'(+/+.#*01&.'(23,(5/.51:5(/'"(;<;=8(-&//'1+"(%+(+$*'">
!"#$%#&'()*+,
?'/$-+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
9F998F3
8FG
OF3GF3GF;GFPNF=PFGDF8
98F8
98FD9GFO9GFP9;FP
ONFN
GNF8N8FG
JF"Q1F.7#*'"
R+%("'.&5/(%+(45M'S?SQ-$"&.5QT&%+'U$+MFV'*-F%&M/
W$+M'"(%+(5:5*Q(.'1.$*"'"S?SQ-$"&.5QT&%+'U$+MFV'*-FVX"&.'
!/+.#*'%'-+"#&.'"(Y(Z'M5*L'V#[5*+
\/]$&/+*(%+(.'.Z+"(Y(-'#'*L+*TF(V&151.&+*'"(Y("+M$*'"
\/&-+1#5.&'1(Y()5:5*L+*T&.&'"(%+(E1#+*1+#
^&)*'"!/+.#*01&.5
R'45(Y(.'-4/+-+1#'"!1#*5%5"(5(+"4+.#5.$/'"R+"+*T5"(5/'U5-&+1#'2&//+#+"(%+(#*51"4'*#+
!C;(#'*;9(9$()"8(&"#?%;9"%$8(=;(;9F<'%'9"(<,(D'))$*$(9$(*%;,8?"%*$(H(#78(9$(&<;*%"(9$(&;9;(9'$>(=;&$(%$8$%K;8(9$(;)"L;#'$,*"<
!^'"(4*'%$.#'"(.'1(-5Y'*(1_-+*'(%+(5*#X.$/'"(T+1%&%'"F("'1(/'"(%+(5/&-+1#5.&01(Y()5:5*I(-`"(%+(38($1&%5%+"(5/(56'<(
K*51"4'*#+(Y(5/'U5-&+1#'(.'1#&1_51("&+1%'(/'"(4*'%$.#'"(V5T'*&#'"(+1(/5(R+%
!"#$%#&'()*+,
2&+1+"(Y("+*T&.&'"(.'-4*5%'"(4'*(E1#+*1+#
Base: Total de internautas compradores
PF3
NF9
9OFG
GF=
3F3
OF8
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38F;3FN
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ST%F(-_"&.5(Y(T&%+'U$+M'"(VX"&.'
!/+.#*'%F(Y(Z'M5*
L'V#[5*+
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\/&-F(Y()5:5*
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!/+.#*01&.5
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Ja -+%&'(%+(5*#X.$/'"(5%]$&*&%'"(4'*(.'-4*5%'*
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
ecue
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(-%( '( -`"( %+( /'"( &1#+*15$#5"F( 5/( #*5#5*"+( %+( 4*'%$.#'"( %+( #$*&"-'F(#*51"4'*#+F(E1#+*1+#F('.&'F("'V#[5*+(Y(-$/#&-+%&5(%&M/<(
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$89$($)(="G;%<(
!^+( "&M$+F( .'1( $1( 9=h( /5( .'-4*5( %+"%+( +/( #*5)5U'F( .'1( $1( /&M+*'(&1.*+-+1#'(*+"4+.#'(5(388P<
^5(.'-4*5('1i/&1+ "+(*+5/&:5(4*&1.&45/-+1#+(%+"%+(+/(Z'M5*
Base: Total internautas compradores
^$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+#<
!^5( .'-4*5( +1( #&+1%5( ]$+( T+1%+( %+( /5"( %'"( V'*-5"F( 4'*( E1#+*1+#( Y(+"#5)/+.&-&+1#'( VX"&.'F( 45"5( 5( #+*.+*( /$M5*( @G3hBF( -&+1#*5"( ]$+( /5"(#&+1%5"(+j./$"&T5-+1#+(T&*#$5/+"(-51#&+1+1("$(.$'#5(@N9hB<
\$M+(%+(/5(T+1#5(%&*+.#5(%+(/5([+) %+/(V5)*&.51#+(Y(%+(/5"(#&+1%5"(4$*5-+1#+('1i/&1+
Base: Total internautas compradores!"#$%#&'()*+,
cS01%+("$+/+(.'-4*5*(4'*(E1#+*1+#d(@*+"4$+"#5(-_/#&4/+B
No sabe
Otros
Subastas
Tienda que vende por Internet y que disponetambién de establecimiento físico
Tienda exclusivamente virtual
Web del fabricante del producto
9
0,1%1,6%
1,3%1,0%
0,1%1,8%
0,7%0,1%1,2%
3,0%10,7%
5,0%6,7%
9,2%29,1%
13,6%50,2%
64,6%
2008 2009
^5"(*;%L$*;8(9$(&%T9'*"U9TD'*" Z51(M515%'(-$.Z'(+1(4*+V+*+1.&5(+"#+(56'<( k5*5( &;8'( 9"8( 9$( &;9;( *%$8( ?$%8",;8( $8( );( Q"%#;( 9$( ?;G"(?%$Q$%'9;<(\%+-`"(+/(=Nh(%&.+(]$+($"5( /5( #5*U+#5(45*5(45M5*(+1#*+(+/(P9h(Y(+/(988h(%+(/5(.'-4*5(4'*(.'-+*.&'(+/+.#*01&.'<
l515(4+"'(/5(4*+V+*+1.&5(%+(45M'(.'1(#5*U+#5(V*+1#+(5('#*5"(V'*-5"(%+(45M'
Base: Total internautas compradores !"#$%#&'()*+,
,$51%'(.'-4*5(4'*(E1#+*1+#(c]$f V'*-5(%+(45M'(4*+V&+*+d
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#+*&'*(
!L+(')"+*T5($1(5$-+1#'( &-4'*#51#+(%+/(1_-+*'(%+( &1%&T&%$'"(]$+(Z5(M5"#5%'(-+1'"(%+(N8(+$*'"<
!/(38h(%+(/'"(.'-4*5%'*+"(M5"#0 -`"(%+(9<888(+$*'"
Base: Total internautas compradores !"#$%#&'()*+,
Menos de 50 euros
De 51 a 100 euros
De 101 a 200 euros
De 201 a 500 euros
De 501 a 1000 euros
Más de 1000 euros
Ns/NcMedia 2009: 749€Media 2008: 754€
*El gasto se ha obtenido siguiendo un método de cálculo nuevo, según se describe en la ficha técnica
11
N i co mprado ni vendido
83,1%
N ,s/ n,c1,2%
So lo he vendido
1,2%
So lo he co mprado
9,2%
Vendido y co mprado
5,3%
VN32
NV32
.23:
0/32
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!!/(4*+.&'(+"(+/(5/&.&+1#+(-`"(V*+.$+1#+F(-$Y(4'*(+1.&-5(%+(/'"(%+-`"<(
b5Y($1(9=h(]$+(45*#&.&45(+1(/5(.'-4*5iT+1#5(+1#*+(45*#&.$/5*+"
Base: Total internautas compradores!"#$%#&'()*+,
Novedad
cb5(.'-4*5%'('(T+1%&%'(5/M_1(4*'%$.#'('("+*T&.&'(5($1(45*#&.$/5*(5(#*5Tf"(%+(E1#+*1+#d
ck'*(]$f *5:01(/'(Z5(Z+.Z'd
Base: Total internautas compradores entre particulares
12
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!`%$8( 9$( &;9;( &<;*%"( &"#?%;9"%$8( 9$( .//4( H;( =;Db;( %$;)'>;9"(&"#?%;8($)(;c"(;,*$%'"%<(
!!"#'"( .'-4*5%'*+"( .'1"#51#+"F( M5"#5*'1( 4N/E %$4/&.51%'( +/(4*+"$4$+"#'(%+(/'"(.'-4*5%'*+"(1'T+/+"(@GG8AB<(
B325B23N5 0B3.5 W3B5WB3/5 :3N5
2009
2008
AntesCOMPRARONNO COMPRARON
!"#$%#&'()*+,Base: Internautas de la muestra constante 2008-2009
13
H&.Z5(#f.1&.5
*-.$/.0'1#'2#.34/10'1#'/$53260./7$!1.$+"#5(4'"#5/(5(451+/<
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;$/<#293K'#5/( OD<8OP<G3=( &1%&T&%$'"<( k')/5.&01( %+( 9N( Y( -`"( 56'"( +1( k+1X1"$/5F( 25/+5*+"( Y( ,515*&5"<(H$+1#+I(k51+/(%+(b'M5*+"(KE,(R+%<+"(@-5*:'i3898BF()5"5%'(+1(k*'Y+..&'1+"(EJ!("')*+(,+1"'(3889(45*5(3898<E1#+*15$#5"I(3G<D=N<;=N(&1%&T&%$'"(%+(9N(56'"(Y(-`"<(S5#'(%+(4+1+#*5.&01(%+(E1#+*1+#(@=GF8hBI(k51+/(%+(b'M5*+"(KE,(R+%<+"(@-5*:'i3898B<
*060=3'6"#9%20:3<=;N
14
H&.Z5(#f.1&.5
>3$1#20./7$^'"(*+"$/#5%'"(Z51("&%'(4'1%+*5%'"(%+(5.$+*%'(5/(4+*V&/("'.&'%+-'M*`V&.'(%+(/'"(&1#+*15$#5"(%+(9Ng(56'"(')#+1&%'(+1(+/(k51+/(R+%<+"(5(V+.Z5(!1+*'ie5*:'(98<(^'"(.*&#+*&'"(%+(4'1%+*5.&01(.'1"&%+*5%'"(V$+*'1(5(1&T+/(%+(Z'M5*I(.'-$1&%5%(5$#01'-5F( #5-56'(%+(Z`)#F(#5-56'(%+(Z'M5*F(./5"+("'.&5/(!leF(4*+"+1.&5(%+(1&6'"(+1(+/(Z'M5*(Y(+%5%(%+/(5-5(%+(.5"5o(Y(5(1&T+/(&1%&T&%$'I("+j'(Y(+%5%<(
?024#$'1#'#2232k5*5(+/(.'/+.#&T'(%+(.'-4*5%'*+"(5(#*5Tf"(%+(E1#+*1+#(+1(388DI(p3FDhk5*5(+/(.'/+.#&T'(1'(.'-4*5%'*+"(+1(388DI(p3FNhk5*5(+/(#'#5/(%+(/5(-$+"#*5I(p9FDh
)3%0'6#%313:74/.0&'.@:.":3'1#:'409%3,'1(+/(')U+#&T'(%+(-+U'*5*( /5(+"#&-5.&01(%+/(M5"#'(#'#5/(%+(.'-+*.&'(+/+.#*01&.'F(+"#+(56'("+(Z51(*+5/&:5%'(.5-)&'"(V$1%5-+1#5/+"(+1(+/(.`/.$/'(%+/(M5"#'(Y(+/(1_-+*'(%+(.'-4*5"<(,'1.*+#5-+1#+F(+1(56'"(45"5%'"(+/(M5"#'(Y(1_-+*'(%+(.'-4*5"(4'*(&1%&T&%$'("+(+"#5)/+.X5(+1()5"+(5($15(4*+M$1#5(M+1+*5/("')*+(+/(M5"#'(+1(.'-+*.&'(+/+.#*01&.'(+1(+/(56'(51#+*&'*<(!1(.5-)&'F(+"#+(56'("+(.5/.$/5(/5("$-5( %+/( M5"#'( +1( .'-4*5"( '1i/&1+ +1( )5"+( 5( M5"#'"( Y( 1_-+*'( %+( .'-4*5"( %+./5*5%'"( 45*5( 9;(.5#+M'*X5"(%+(4*'%$.#'<!"#'"(.5-)&'"( #&+1+1(.'-'(.'1"+.$+1.&5($1(5$-+1#'(%+(+"#'"(%'"( &1%&.5%'*+"( .'1( *+"4+.#'(5( /5(-+#'%'/'MX5( 51#+*&'*<( k5*5(-51#+1+*( /5( "+*&+( Z&"#0*&.5F( "+( Z5( *+4/&.5%'( /5( 1$+T5(-+#'%'/'MX5( %+(.`/.$/'(45*5(/5"(%'"('/5"(51#+*&'*+"("')*+(+/(M5"#'(+1(.'-+*.&'(+/+.#*01&.'(%+(388;(Y(388P<
15
!%&V&.&'(2*'1.+k/5:5(e51$+/(l0-+:(e'*+1'("Q13P838(e5%*&%<(!"4565
K+/<I(D9(393(;=(38(Q(3NH5jI(D9(393(;=(ON[[[<*+%<+"