尼爾森調查公司最近的一份調查報告顯示，亞洲太平洋地區消費者是全球最大的網絡購物群體，該地區35%的消費者每月網購開支占月開支的比例超過11%。這項調查稱，在最熱衷網購的亞洲消費者中，韓國人網購開支比例最大，有59%的韓國人將每月總開支的11%以上用于網購。緊隨其后的是中國消費者，每月網購開支比例超過11%的人占到了41%。此外，還有31%的亞太地區消費者每月網購開銷占總支出的6%至10%。在網購消費傾向方面，多數消費者打算通過網絡購買書籍、衣服、鞋子、機票、電子產品以及賓館預訂等商品或服務。調查報告表示，購買電子產品、化妝品、汽車、軟件和食品等商品時，消費者往往受到網絡點評影響，而亞太地區消費者同時也是最熱衷上網分享產品差評的消費人群。

Asia-Pacific consumers are the world's most prolific online shoppers and many rely on Internet reviews when making purchases, research firm Nielsen said this week.

Asia-Pacific consumers are the world's most prolific online shoppers and many rely on Internet reviews when making purchases, research firm Nielsen said this week.

The firm said 35 percent of consumers in the region used over 11 percent of their monthly spending to make online purchases, compared to a global average of 27 percent of consumers.

South Koreans were the heaviest online buyers in Asia, with 59 percent directing more than 11 percent of their monthly spending to online purchases, followed by 41 percent in China, Nielsen said in a report.

A further 31 percent of Asian consumers use between six and 10 percent of their monthly shopping purchases to buy items online.

More Asia-Pacific consumers also intend to buy online in the next six months than those from other regions, with South Koreans and Chinese the most likely to make such purchases.

Among the purchases consumers in the region are likely to make in the next six months are books, clothing, shoes, airline tickets, electronic equipment and hotel reservations.

"Technology and the Internet will very likely fundamentally change how and where shoppers spend their money and interact with retailers," said Pete Gale, a managing director at Nielsen's Retailer Services.

"We are seeing a strong trend in markets like Korea, where a significant population of online shoppers buy essentials such as groceries, cosmetics and nutrition supplies over the Internet."

Nielsen said opinions posted online were important in customers' decisions to buy products such as cosmetics, cars, software and food.

Asia-Pacific consumers were also the most likely to share dissatisfaction at a product on the Internet compared with consumers elsewhere.

"The increasing accessibility of the Internet and the incredible popularity of social media and online discussion forums mean today's brands have nowhere to hide," said Megan Clarken, Asia-Pacific managing director at Nielsen's online division.

Nielsen said in June that social media such as Facebook and Twitter or blogging sites had become powerful tools influencing what people buy and urged businesses to embrace the trend.

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(Agencies)

（中國日報網英語點津 Helen 編輯）