E-customers often buy apparel and accessories, but it is household appliances and audio/video devices that they spend most on when shopping online. In the web realm, men like to splash out more than women – a report prepared by Gemius for e-Commerce Polska shows.
Warsaw, 2 July 2014
It turns out that internet users shop online for apparel and accessories (80 per cent of respondents), books, CDs and films (77 per cent) and household appliances and audio/video devices (66 per cent). Some of the lowest results were noted for insurance (22 per cent), food products (24 per cent) and collectibles (26 per cent).
E-consumers spend more on durable goods, i.e. household appliances and audio/video devices (PLN 590), furniture and interior design (PLN 301) and footwear (PLN 133). The lowest amounts were recorded for pharmaceuticals (PLN 49), cosmetics (PLN 50) and multimedia (PLN 56).
─ Nearly 60 per cent of the researched declared that their online purchases included cinema and theatre tickets, which means that for the Polish e-consumer comfort and economising time are important considerations ─ says Patrycja Sass-Staniszewska, Board Member at the Electronic Commerce Chamber (IGE). ─ This data should help e-entrepreneurs realise that there is an array of factors that are important for the customers beyond the price range ─ Staniszewska adds.
The research also shows that online men spend more than women. ─ In the offline world it may be the women who often are decisive about shopping and spending matters, but when it comes to online, women tend to be more economical ─ comments Michał Kot, Research Director at the Interactive Institute for Marketing Research (IIBR). ─ For example, ladies buy shoes online more often than men, spending PLN 112, while the average amount for men is over PLN 160. Another example is jewellery, bought by 50 per cent of women and 29 per cent of men, but a women spends PLN 52 at a single occasion, and a man over PLN 160. So who is the bigger spender now? ─ asks the IIBR expert.
The aim of the research was to learn about the attitudes, habits and motivation related to online shopping. The project was conducted with the use of the CAWI (Computer-Assisted Web Interview) method on a group of 1500 internet users aged 15 and more. The data was collected between 26th February and 7th March 2014.