|Online shoppers around the
When it comes to shopping
online, consumers in
Britain are leading the way according to
the latest figures from TGI. A third of British adults aged
over 18 claimed to have made a purchase using the internet in
the last 12 months, representing an increase of 22% since last
year. Other countries where relatively large numbers of
consumers are opting to shop online include
Growth markets for online
The research reveals people
are taking up internet shopping at different rates in
different markets. In both
Romania for example
just 1% of consumers claim to have purchased something online.
This is partly due to lower levels of internet penetration in
some countries, however, even among internet users the number
who actually choose to shop online varies greatly by country.
For instance, the 6% of people who buy online in Spain
represent less than a fifth of all internet users in that
country; a stark contrast with South Africa where almost two
thirds of internet users (64%) have made a purchase online.
Security may well be a
significant hindrance to the popularity of internet shopping
in many markets. In Spain, where levels of online shopping are
relatively low, more than a quarter (28%) of internet users
say that they would do their shopping by internet if their was
a safe way to pay. Consumers in
share the sentiment with 43% saying that improved security
would influence their decision to shop online.
Top internet purchases
It isn't wise assume that
people everywhere are using the internet to buy the same types
of goods or services. According to the results, books and
clothes are the most popular internet purchases in Japan, but
South Africa, music, videos and computer
software/games come out top.
In Great Britain, the
proportion of people buying music, videos and DVDs, books,
clothes, groceries, computer software and tickets for events
online have all grown considerably over the last few years,
suggesting that internet shopping is becoming an increasingly
established means of purchasing goods and services for
personal use. The only area which has not seen much growth is
online business purchases, representing a significant
opportunity for companies selling goods business to business.
E-shopping set to soar?
Regardless of the disparity
in numbers of online buyers in different parts of the world,
the internet is certainly having a profound effect on the way
people do their shopping across the globe. In the US for
example, 42% of people say that the internet has changed the
way they look for information on products, and over a quarter
of consumers (26%) in Saudi Arabia say that to do their
shopping by internet would make their lives easier.
And shifts in behaviour
relating to online shopping are happening even in markets
where it is less common and there are more obstacles to
overcome. In China for example, there are currently a limited
number of local shopping sites for consumers to choose from,
and the cost of postage and shipping prohibits not only
overseas purchases but often those from within China too.
Issues of online payment options in a market where cash is
still king are also proving to be a barrier. However, the last
year has nonetheless seen an increase in popularity amongst
students and young professionals to order small items such as
books, gifts and make-up online.
online buyers in 15 national markets*
Source: TGI Global
Base: Individuals Aged 18+
*excludes holidays/travel and related items