Consumers are confident with e-commerce
Consumer interest in online shopping is increasing globally, with the percentage of consumers planning to make purchases via the internet up for categories such as clothing, food and entertainment, according to a new report from Nielsen, reports StrategyEye. The report suggests that consumers are becoming ever more confident with e-commerce, with Nielsen focusing on the growing number of shoppers happy to make traditionally offline purchases online, such as perishable goods where freshness is key. Although Nielsen says that these categories are not as “transformative” as the shift towards digital in books, music and travel purchases, where the internet has proved highly disruptive, the research firm suggests that growing “online grocery purchasing power” means that marketers will need to cater for an increasingly digital consumer base.
Of those who took part in Nielsen’s survey, 26% said they were planning to buy food and drink through a laptop, computer or mobile device in the next three to six months, up from 18% in 2010. Intent to purchase items such as gig or sports tickets was also up 10 percentage points to 30% over the same period. More familiar categories for shoppers, such as clothing purchases, remained static or even saw a decline, with intent to buy clothes up just one percentage point to 37%, and travel reservations down two percentage points to 30%, with digital penetration already high for both markets.
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