According to MasterCard Europe research, the most active cardholders who make online payments are those within the 35 to 44 age group (42 percent), followed by users who are 25 to 34 years old. The study also reveals the fact that clothes, shoes, books and airline tickets are the most popular items, when it comes to online purchases. Moreover, younger consumers usually buy clothes and shoes while those over 45 prefer to purchase books over the internet.
The study has also pointed out that 9 percent of cardholders who use the internet to pay for the items see this as a saving money method due to their membership in online shopping clubs. In this case, the most common purchases include cosmetic procedure vouchers (45 percent), trips and holiday offers (35 percent), dinners and cars services.
According to Manuel Alexe, the MasterCard vice-president for the Balkans area, Bulgarians are more attentive when it comes to the security of online shopping and are also developing their digital culture.
Regarding geographical areas, the most active online shoppers are those based in Sofia (about 86 percent) and the average weekly online visits and purchases reach 27 percent in this region. On average, consumers purchase online almost 20 times a year.
Statistics also show that Bulgarians usually buy from websites of international retailers (43 percent of online shoppers) as compared to one third of consumers who buy from Bulgarian retailers.
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