South Africa’s biggest daily deals site recently held its 2nd annual index aimed at better understanding South Africa’s online consumer behaviour. More than anything, the index is focussed on identifying areas the business was falling short and focusing on more of what the customer wanted from the online retailer.
This year’s survey had over 9,000 respondents take part, (almost double from last year) and was varied between active online shoppers, infrequent online shoppers and non-shoppers.
This year’s notable takeaways:
- The vast majority of online shoppers fall between the ages of 25 and 54. This means the 25 – 34 year old age bracket is down 4% from last year, while the 35 – 44 and 45 – 54 age brackets are up 2% respectively
- People are spending more than 3 hours a day on the internet.
- Customers are returning to shop between once a week and once a month. This figure is up 3% from last year, with nearly two thirds of the group falling into these brackets.
- 50% of the respondents identified security trust as the main detractor from shopping online.
- 60% of people prefer to shop using their mobile phones. Although, when asked which platform the respondents preferred shopping from, websites were favoured over apps.
- Top 3 categories shopped on the platform are: Tech (41%), fashion (39%) and appliances (32%).
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