According to the latest MasterCard Online Shopping Survey, 76 percent of respondents return to an online shopping website that they have used before and 74 percent have mentioned they felt it was both easy and convenient to make online purchases. These figures show slight increases of 2 percent and 1 percent respectively when compared to the previous surveys results.
However, the results also indicate that the number of South Africans who access the internet to shop online has decreased 4 percent, with only 54 percent of respondents saying that they usually use the internet for shopping.
Research finds that 90 percent of respondents believe that secure payment facilities and convenient payment methods are the most important considerations when making an online purchase. In addition, 89 percent have mentioned that the price of the items to be purchased was a leading consideration, while 86 percent have declared that low or no extra charges for delivery or shipping played a role in the decision to shop online.
The report unveils that when asked how online shopping could be improved in future, free or minimal delivery or shipping charges topped the list. Mentioned by 79 percent of shoppers, this was the most sought-after improvement by a significant margin. The next most popular suggestion made by half the respondents was that online purchases should not incur additional service charges.
With regard to purchasing via mobile devices, findings reveal that of the 93 percent of respondents who can access the internet using their mobile phones, only 12 percent use their devices to make purchases. However, the small percentage of those who are shopping online via their mobile phones bought low value items like mobile phone apps (45 percent), music downloads (26 percent) and tickets for cinemas and theatre performances (13 percent).
The survey also mentions that mobile banking apps are popular in South Africa, with 29.2 percent of those with internet access on their mobile phones already using them, and the majority being familiar with the technology.
According to the source, there are strong indications that the African continent is prepared for mobile commerce. In 2013, 17 percent of African respondents have bought something online via their mobile phones, compared to 10 percent in 2012. The highest increase was seen in Nigeria (up from 8 percent to 30 percent), followed by Egypt (up from 9 percent to 23 percent), and Morocco (up from 6 percent to 18 percent). However, mobile shopping declined in Kenya, from 17 percent in 2012 to 3 percent in 2013.
The MasterCard annual survey, which serves as a benchmark that measures consumers propensity to shop online, was conducted in 11 countries across the Middle East and Africa region between December 2012 and January 2013. The study is based on a sample of banked South Africans aged between 18 and 64, who access the internet at least once a week. They were asked questions about their online shopping habits. The survey and its accompanying reports do not represent MasterCards financial performance.
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