60% of the new Blue Ocean orders for rural e-commerce platform come from mobile end.

The demographic dividend of e-commerce in cities above the third tier is gradually disappearing, and the market pattern has gradually taken shape. As a result, the sinking of channels and the expansion of new markets have become the strategic direction of many e-commerce in the past year. Among them, the rural market has especially become a strategic market in the eyes of e-commerce giants such as Ali and JD.com, who are actively laying out county-level service centers, hoping to pry this permafrost. E-commerce companies that go deep into the fields to "paint the wall" abound.

According to the relevant survey, mobile phone has become the most important online shopping terminal. 64.2% of rural netizens shop through mobile phones, while only 32.9% use computers for shopping. It can be said that mobile phone is not only the most important online shopping terminal for rural netizens, but also their most important Internet terminal. The outbreak of the mobile Internet not only speeds up the mobile process of many PC netizens, but also makes many rural people who have not yet touched the Internet directly become mobile Internet users.

43.5% of rural users visit e-commerce sites multiple times within a week, a difference of only 10% from urban users. "shopping e-commerce" has become a relatively high-frequency Internet behavior of rural users. At the same time, a similar proportion is "shopping only when there is a need for shopping", accounting for about 44%. It can be seen that when using e-commerce services, rural users are divided into "high-frequency families" and "demand families".

Although nearly half of rural users have formed the habit of visiting e-commerce websites several times a week, when shopping actually occurs, the proportion has dropped to 17.9%, and the proportion of people who consume through clear purchase demand has increased to 61.4%. It can be seen that the e-commerce consumption behavior of rural users is relatively rational and the purpose is clear.

In addition, 73.6 per cent of rural users said that the most commonly used e-commerce sites were Taobao and Tmall, while most of the rest would choose proprietary e-commerce such as JD.com and No.1 store, accounting for 18.8 per cent. The top three categories of purchases for rural users are "home appliances and electronic products", "clothing" and "agricultural goods and tools". Among them, the first two types of goods are also the favorite categories of urban users, belonging to the popular category at the public level. The third category is a unique shopping demand of rural users. At this stage, e-commerce giants such as Ali and JD.com are actively promoting rural e-commerce, selling seeds, chemical fertilizers, agricultural tools and other commodities to the rural market. From the feedback of users, 10% of users have developed such consumption habits.

The survey shows that rural users are most concerned about commodity prices, followed by commodity quality. 34.7% of users care about prices when shopping online, accounting for the highest proportion. Other issues they care about are after-sales, logistics, payment and category completeness. In this respect, the two user groups in urban and rural areas do not show much difference, so we can see that everyone's demands for online shopping services are relatively consistent. It is worth mentioning that rural users' dissatisfaction with "logistics can not be delivered to their doorstep" far exceeds that of urban users, reaching 17.6%, which is directly related to the imperfect construction of rural logistics system. In terms of payment, only 3.6 per cent of rural users said online payment would cause inconvenience, a proportion comparable to that of urban users. It can be seen that the popularity of third-party payment services in rural areas is not much different from that in cities, and it will not cause inconvenience to users' online shopping behavior.

The imperfection of the logistics system has a double impact on the user experience. In terms of express delivery, 38.3% of rural users said that "it is not convenient to send express delivery, they have to go to a designated place", accounting for the highest proportion. 8.7% of users are "almost impossible to send", which is very different from urban users.

"painting the wall in the countryside" has become a necessary action for e-commerce to promote in rural areas, and the e-commerce giants have stepped up their promotion efforts since the second half of last year. But even so, 40.7% of rural users said they had hardly seen advertisements for e-commerce sites in their nearby living areas. Occasional users account for 41.3%, while frequent users account for only 17.9%. There is still a lot of room for promotion of e-commerce in rural areas, especially for e-commerce brands that are not yet familiar to rural users.