Consumers are more likely to use their personal computers, smartphones and tablets to search for products, check recommendations, compare prices, gain access to online coupons and pay for their purchases, a recent study has unveiled.
According to KPMG International’s 5th Annual Consumers and Convergence Survey (2008-2011), 73 percent of Romanian respondents have mentioned they usually spend up to two hours for online shopping or getting information about products and services, with 5 percent of them performing these activities using their mobile devices.
The same study indicates that 66 percent of consumers are willing to use their mobile phone as a wallet, as compared to 2008 when half of respondents declared they feel very uncomfortable with mobile banking. During the period under review, the number of consumers who use mobile devices for web browsing, news and shopping has grown. Furthermore, in Romania, 15 percent of the respondents said they also use smartphones to access these services, while 3 percent of them also use tablets.
Research has also shown that people are still reluctant when it comes to paying for the associated online content and service. Almost 73 percent of internet users are not willing to pay to gain access to online content, up from 57 percent in 2010.
The same study has also revealed that during 2011 holiday season, more than two-thirds of online consumers allowed their online usage and location to be tracked. The figure increased to more than 75 percent for consumers in the 16 - 24 age group. Consumers from Asia-Pacific are more willing to be monitored, followed by US consumers and Europeans. However, 66 percent of Romanian respondents have declared they would accept to have their personal data and online services usage and preferences tracked by advertisers in exchange for special offers.
With regard to the main channels for shopping and browsing the internet, the survey indicates that the most important factors taken into account when selecting or switching between mobile, internet and telecom service providers are price (77 percent) and quality of service (78 percent) as compared to device selection (54 percent) and exclusive content or services (49 percent).
According to data released by KPMG International, 55 percent of European consumers are more interested in buying CDs, DVDs, books and video games online rather than in a store. In Romania, only 49 percent of consumers prefer to shop for these products online. Yet, the percent has increased as compared to 2010. In the US and Asia Pacific, more than 70 percent are more likely to buy air travel tickets and vacations online as compared to only 61 percent of Europeans ( Romania included).
The same survey has also unveiled that 28 percent of respondents would buy luxury goods online and 41 percent of them would not purchase groceries online. In Romania, only 14 percent of consumers are willing to purchase luxury goods online and one out of five respondents would buy groceries online.
Research has also found that more than 38 percent of consumers used their smartphones at retail outlets to access coupons, while 20 percent used one to scan quick response codes.
The KPMG study also points out the importance of online information in influencing purchasing behaviour. When making purchases, consumers declared they are significantly influenced by online information sources such as customer feedback/ratings (82 percent), comparison sites (76 percent), online discount vouchers (73 percent) and blogs (64 percent).
The survey also focuses on data privacy and security issues. During the period under review, the percentage of consumers worrying about these aspects increased from 75 to 90. When asked who they trusted most with their payment data, 56 percent of consumers said they feel comfortable with their financial services institution, 30 percent trusted payment sites such as PayPal, 7 percent trusted their retailers while 6 percent mentioned their mobile/internet service providers (ISPs).