2. 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+"(%+(+$*'">
!"#$%#&'()*+,
?'/$-+1(%+(.'-+*.&'(+/+.#*01&.'(23, @-&//'1+"(AB
5.911
6.695
7.760
2007 2008 2009
1(02345
*El volumen de negocio se ha obtenido siguiendo un método de cálculo nuevo, según se describe en la ficha técnica
3. 3
1,1 MM
2,1 MM
3,5 MM
4,0 MM
4,3 MM
5,1 MM
8,0 MM
8,9 MM
10,4 MM
2001 2002 2003 2004 2005 2006 2007 2008 2009
C 678 9$)(: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.
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-&//'1+"(%+(4+*"'15"
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H$+1#+I(7JKLE
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@,*$%,;<*;8(,"(
&"#?%;9"%$8(
$,(.//4
41,5%58,5%
6. 6
Reservas
Servicios financieros
Electrónica
Alquiler de coches/motor
Billetes transporte
Entradas
Libros
Ropa y complementos
Software
Multimedia, formato físico
Multimedia, formato digital
Servicios de Internet
Alimentación y bazar Juegos de azar
Electrodomésticos y hogar
Red social de pago
0
10
20
30
40
50
0 10 20 30 40 50 60 70
%compara info más frecuentemente on line
%compramásfrecuentementeonline
b5Y(4*'%$.#'"(]$+("+(.'-4*51(.'1(-5Y'*(
V*+.$+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/<(
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g9Q3
7. 7
0,3%
1,6%
0,4%
1,9%
3,1%
0,5%
14,2%
15,8%
89,8%
90,4%
2008 2009
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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
!"#$%#&'()*+,
Hogar
Empresa / Trabajo
Cibercafés/otros
puntos de acceso privados
Escuela/Universidad
Puntos de acceso públicos
8. 8
0,4%
1,1%
4,1%
10,7%
24,7%
13,9%
70,0%
42,2%
53,2%
51,4%
44,9%
51,9%
2008 2009
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&1#+*15.&'15/F(/5(S$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$+"#5(-_/#&4/+B
No sabe
Otros
Subastas
Tienda que vende por Internet y que dispone
también de establecimiento físico
Tienda exclusivamente virtual
Web del fabricante del producto
9. 9
0,1%
1,6%
1,3%
1,0%
0,1%
1,8%
0,7%
0,1%
1,2%
3,0%
10,7%
5,0%
6,7%
9,2%
29,1%
13,6%
50,2%
64,6%
2008 2009
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56'<( k5*5( &;8'( 9"8( 9$( &;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 se
8%
De 21 a 40 %
3%
De 41 a 60 %
1%
De 61 a 80 %
5%
De 81 a 100 %
65%
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.'1(K5*U+#5(%+(.*f%&#'Q%f)&#'
11. 11
N i
co mprado
ni vendido
83,1%
N ,s/ n,c
1,2%
So lo he
vendido
1,2%
So lo he
co mprado
9,2%
Vendido y
co mprado
5,3%
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NV32
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0/32
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!,'-'( 1'T+%5%F( +"#+( 56'( "+( 4*+M$1#5( #5-)&f1( 4'*( /5( &"#?%;JK$,*;(
$,*%$(&",8<#'9"%$8(Q',;)$8F(+"(%+.&*F(+/(.'-+*.&'(+/+.#*01&.'(!.!<(S+/(
#'#5/( %+( &1#+*15$#5"( .'-4*5%'*+"( 4'*( E1#+*1+#F( +/( 9NF;h( %+./5*5( Z5)+*(
*+5/&:5%'(5/M_1(#&4'(%+(#*51"5..&01(+1#*+(45*#&.$/5*+"(@)&+1("+5(.'-4*5*F(
T+1%+*('(5-)5"B<(
!!/(4*+.&'(+"(+/(5/&.&+1#+(-`"(V*+.$+1#+F(-$Y(4'*(+1.&-5(%+(/'"(%+-`"<(
b5Y($1(9=h(]$+(45*#&.&45(+1(/5(.'-4*5i
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Base: Total internautas compradores
!"#$%#&'()*+,
Novedad
cb5(.'-4*5%'('(T+1%&%'(5/M_1(4*'%$.#'('("+*T&.&'(5($1(
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Base: Total internautas compradores
entre particulares