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54% Of 'Connected Consumers' Prefer To Shop Online, AT Kearney Study Finds

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54% Of 'Connected Consumers' Prefer To Shop Online, AT Kearney Study Finds

A study by AT Kearney has found that 54% of connected consumers (those who say they connect to the Internet at least once a week) 'prefer to shop online'.

The Connected Consumers Are Not Created Equal: A Global Perspective study, which surveyed 10,000 consumers around the world, found that 84% of respondents in China said that they preferred to shop online, well above the global average. Some 64% of respondents in Germany said that they prefer to shop online, compared to 57% of respondents in the UK, and 34% of respondents in Russia.

When it comes to the choice destinations for online shopping, 84% of respondents said that they prefer to visit 'pure-play online retailers', with this percentage rising as high as 93% among respondents in China and 91% in the UK.

Some 39% said that they prefer to visit 'mass-merchant' stores, such as traditional supermarkets (however, 53% of US respondents and 50% of UK respondents said that they prefer to visit these stores online).

Some 32% said that they prefer to visit department-store websites, however, this is as high as 75% in Brazil, but only stands at 7% in Japan.

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'The results are not only a tale of consumer confidence and e-commerce adoption, but also of the evolution of e-commerce within specific countries and categories,' the report states.

'For example, the United States has low grocery penetration due to fragmented grocery retailing and its vast geography, whereas the smaller, more concentrated UK market has much higher online grocery sales, especially driven by well-developed offers already in place for more than a decade (led by Tesco.com).'

@ 2014 ESM - European Supermarket Magazine by Stephen Wynne-Jones To receive this ESM news directly in your inbox, email [email protected].

To subscribe to ESM magazine, email [email protected].

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