UK e-shoppers spend on average 25% (global average: 22%) of their annual outgoings on goods and services online, shop for six hours a month (global average: five), watch TV whilet shopping online (UK: 51%, global: 46%) and make the majority of their purchases at 20:05 (global: 20:40), according to the Global Online Shopper Report commissioned by WorldPay.
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 report found e-shoppers are increasingly varying the devices they use to shop online. Fifty five per cent, 19% and 11% respectively use a laptop, smart phone or tablet. Mobile device usage is rising particularly among heavy spenders – those who have spent 30% of their disposable income online in the past year. Globally, 55% of heavy spenders have used a smart phone and 67% a tablet in the last three months to buy online; consequently more shoppers are buying on the move. Twenty nine per cent of global shoppers buy online at work, 6% at college or university, in a car or in a physical retail store, 7% make online purchases when out at a café, bar, restaurant or pub and 8% while on holiday.
The report uncovered cultural differences in the ways consumers shop, said WorldPay. Globally, 19% of consumers purchase using their smart phone. China has the largest percentage of consumers that use their smart phone 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.
Philip McGriskin, chief product officer, 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 e-commerce as consumers look to purchase through apps, mobile websites and using their device on the move.
“This increased mobility is expanding the audience of potential consumers for merchants to target but, in tandem, presents challenges in offering the best experience for these consumers whenever and wherever they demand it. As technologies develop merchants will need to be ahead of the game to understand and offer consumers the services they demand.”