Over the twelve months to January 2012, New Zealand internet users were asked which online shopping activities they had participated in during the previous four weeks. The most popular activities were researching products and services to buy, nominated by 30% of internet users, and also paying for purchases with a credit card (30%). These were followed by participating in online auctions (23%), using online payment/transfer systems (19%) and purchasing products and services other than groceries (17%).
Top 5 Online Purchasing Related Activities
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Source: Roy Morgan Research Single Source, Feb 11 – Jan 12, n = 10,767.
When asked what types of purchases they had made in the last three months, 22% of New Zealand online buyers indicated Travel (tickets/accommodation); the most popular online purchase. This was followed by Shows/Movie Tickets/Events (17%), Books/Magazines/Newspapers (16%), Music to Download (14%) and Women’s Clothing (14%).
Top 5 Online Purchases
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Source: Roy Morgan Research Single Source, Feb 11 – Jan 12, n = 7,158.
The data comes from Roy Morgan’s Single Source consumer survey, which includes information based on over 12,000 New Zealanders annually.
Pip Elliott, Client Services Director, Roy Morgan Research, says:
“Internet usage continues to grow; now 93% of New Zealanders have accessed the internet, compared with 75% in 2003. As a consequence of this increase, there has also been a rapid rise in online purchases, going from 22% in 2003 to 63% today.
“As certain industries move their customer sales channels to online, we should start to see products from particular industries being regularly purchased online. This may be the cause for travel tickets and accommodation - the most popular choice of online purchase – due to the online nature of travel purchasing.”
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