Ina Steiner EcommerceBytes Blog
News and insight focusing on ecommerce.
by Ina Steiner, Editor of
Wed Apr 25 2012 23:27:30

Amazon and eBay Are Top Marketplaces among Global Shoppers

By: Ina Steiner

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Online shoppers in the U.S. spend 5.4 hours a month shopping online, and 59% of them watch TV while they are shopping online, according to the Global Online Shopper Report commissioned by WorldPay.

The report found that 95% of ecommerce purchases are conducted within the home; 54% of global consumers shop in the living room and 43% the bedroom. For more unusual shopping locations, 5% of global consumers shop in the garden and 3% in the bathroom

The Global Online Shopper Report surveyed 19,000 consumers and 153 senior decision makers from global retail merchants to identify the online shopping habits of consumers in the UK, USA, China, Germany, Spain, Finland, France, Japan, Russia, Brazil, Mexico, Australia, Canada, Argentina and India.

The research found Amazon was the most popular website for buying goods online, with 43% of global consumers shopping on Amazon in the last three months - in the US, this figure was 83%.

eBay was a close second with 33% globally and 45% of U.S. respondents reporting they had shopped on eBay in the last three months.

The three most popular shopping websites globally were:
Department stores: 31%
Clothes retailers: 30%
Consumer electronics: 25%

When, where and how do we spend? According to the report:

Across the world, we uniformly spend more during the second half of the day. 74% of global online spending takes place between the hours of midday to midnight, with most (44%) done during the evening.

Cumulatively, this helps to create an international "spending peak" of 8.40 pm - the time at which most customers are shopping online at a purely global level. This should serve as a useful indicator for any retailer planning the launch of campaigns (such as discounts, special offers or exclusives).

Mobile Shopping Continues to Heat Up
Philip McGriskin, Chief Product Officer of WorldPay said online shoppers are becoming increasingly mobile, no longer chained to their PC to buy goods and services. "The way shoppers engage with mobile devices is evolving and driving the future of eCommerce as consumers look to purchase through apps, mobile websites and using their device on the move."

The report found e-shoppers are increasingly varying the devices they use to shop online:
Laptop: 55%
Smartphone: 19%
Tablet: 11%

And mobile device usage is rising particularly among "heavy spenders" - those who have spent 30% of their disposable income online in the past year.

Cultural Differences in the Ways Consumers Shop Online
While globally, 19% of consumers purchase using their smartphone, China has the largest percentage of consumers that use their smartphone to purchase online (46%), closely followed by India (40%). In terms of mobile shopping apps, while the global average is 2.6, Chinese shoppers used 5.7 compared to 1.2 in Finland.

Only 9% of U.S. shoppers use instant messaging while shopping compared to the global average of 18%.

Cross Border Trade
Cross-border shopping has traction: 44% of global consumers purchase from an overseas website, and Australia has the highest proportion of shoppers willing to buy from retailers located abroad (76%). The motivation for shopping from overseas websites is value for money - 60% of respondents claim they can get a better price.

Payment Preferences - Credit Cards, PayPal Dominate
Credit cards (69%), PayPal (40%) and debit cards (37%) dominate global payment preferences but, particularly in developing economies, alternative payments are rising in popularity with 14% using gift vouchers, 8% using Chinese payment method Alipay, 7% m-payments and 5% cash vouchers

International Selling Opportunity
McGriskin said the consumer appetite for buying cross-border is strong, particularly in the high-growth developing online economies and said it provided merchants with an "excellent opportunity to increase sales by targeting overseas customers."

It's fascinating to look at ecommerce data. The report looked at specific issues, such as why online shoppers leave a site without paying (the top reason - "Presented with unexpected costs" - 56%) and the way online shoppers pay (in the past six months, 69% of survey respondents had paid by credit card, 40% through PayPal, 37% using a debit card and around 19% via bank transfer). And it also takes a closer look at each region.

You can download a copy of WorldPay's report on the WorldPay website.

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by: KEEPING A CLOSE EYE ON THEM ALL! This user has validated their user name.
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Fri Apr 27 04:21:59 2012

Thanks for the story and info there Ina!

We've kept our own small 'data base' concerning consumers highest 'buying times' of the day as well as highest sales 'days of the week' records for roughly 10 years now...

Our personal findings don't match those of the pie chart exactly but they're very close...

Especially want to thank you for the Worldpay site link -  Good data info there for the serious seller who is into targeted marketing!


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