Survey claims 80% of SA users shop online

A survey by Master Card claims that 80% of South African users are shopping online.

CDs, DVDs and VCDs” emerged as the most sought after item category, with 58% of online shoppers saying that they frequently shopped for these items online.

“Airline tickets” and “books and arts” emerged as the next most sought after items, with 45% of online shoppers saying that they had frequently shopped for these items in the three months prior to when the survey was conducted.

These are some of the primary findings of a survey commissioned by MasterCard Worldwide on online shopping behaviour, the results of which are highlighted in an Insights report entitled Economic Crisis and Preference for Online Shopping in Asia/Pacific, Middle-East, and Africa.

I don’t know. Sounds very high to me. Would love to know how they got to these conclusions.

Comments (3)

  1. Pete Flynn wrote::

    Sounds very high to me too. There must have been something in the research skewing the results.

    Thursday, June 4, 2009 at 4:42 pm #
  2. Andrew Smith wrote::

    I’m assuming they didn’t just survey MasterCard customers? That would obviously skew it.

    Depending on the demographic you choose, it might actually be close to that. We did a survey this weekend at Good Food and Wine in Cape Town, and out of 800 people 75% say they shop online (about half of those said “many times a year”).

    Of course, the same survey in Langa wouldn’t return the same result, but if your target is LSM 6+ the stats are probably better than you expect.

    Friday, June 5, 2009 at 9:58 am #
  3. I agree that in a wider sample of South Africans it would probably be less than 80%, but regardless of what the figure is, I think that everyone will agree with the fact that there is a growing trend of consumers that prefer to shop online.

    Although some people still prefer the authentic, in-store experience, a lot of people find that it is incredibly easy to make purchases online these days.

    However, with more consumers logging on to the Internet every day, suppliers need to ensure that their customer service levels are up to scratch as consumers have the power to do serious damage to brands if they are disgruntled about the service or products.

    Thursday, June 18, 2009 at 12:27 pm #