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Media (R)evolutions: How users purchase goods online differs by country

Darejani Markozashvili's picture
New developments and curiosities from a changing global media landscape: People, Spaces, Deliberation brings trends and events to your attention that illustrate that tomorrow's media environment will look very different from today's, and will have little resemblance to yesterday's.

The 2017 CIGI-Ipsos Global Survey on Internet Security and Trust conducted by Ipsos (global research company), on behalf of the Centre for International Governance Innovation (CIGI), the United Nations Conference on Trade and Development (UNCTAD) and the Internet Society reveals interesting findings on Internet security, user trust, and e-commerce behaviors.

The survey found stark differences between countries in terms of how users purchase goods online. While in China, India and Indonesia more than 86% of respondents expect to make mobile payments on their smartphone in the next year, only 30% in France, Germany and Japan expected to do so. The chart below shows the percentage of respondents likely to use mobile payments on their smartphone in the next year.
 

Source: Ipsos

Most G-8 countries mark near the bottom of this list, while emerging economies are near the top, with Indonesia leading at 55%. 

The survey also found that among those surveyed 49% said that lack of trust is the main reason they don’t shop online, suggesting that Internet users are increasingly concerned about their online privacy.

Media (R)evolutions: E-Commerce Will Rise in Emerging Markets

Roxanne Bauer's picture
New developments and curiosities from a changing global media landscape: People, Spaces, Deliberation brings trends and events to your attention that illustrate that tomorrow's media environment will look very different from today's and will have little resemblance to yesterday's.

E-commerce is a technology ‘megatrend’ that is expected to become more popular in the future. As it achieves higher penetration rates in developing countries, it will overcome obstacles to adoption like the need for high-speed data networks that are fast enough for smartphones and inventory and shipping costs. These obstacles are only overcome with better infrastructure and greater scale. As its popularity grows, the retail sector, online businesses, logistics and supply chains and other connected industries will need to adjust.

As the table below demonstrates, a larger share of the online population in many countries will be purchasing goods online in 2018 than now. Around 50% of the online population in emerging markets will shop online by 2018, not far from the average penetration of 63% in developed countries.