Reprinted from IAB.org.nz:
IAB New Zealand has released a survey providing insights on how New Zealanders plan to conduct their Christmas shopping this year. (The survey was conducted by 3Di).
Key findings show over half of those surveyed plan to do some of their Christmas shopping online with Books/DvDs/Games topping the gift giving list. Convenience was stated as the number one reason for grabbing a mouse rather than jumping in the car.
“It’s important retailers leverage online channels and recognise the consumer is becoming more sophisticated and connected. Online shopping is borderless and while convenience is cited as the number one reason to buy xmas presents online, price and range are also key factors. Businesses need to offer customers a seamless experience across multiple touchpoints and start their online campaigns early.” Laura Maxwell-Hansen, IABNZ Chair & general manager of Yahoo!New Zealand.
I buy my Christmas Presents Online Because…
Comparison shopping is becoming more common with 14% using their mobile phone to compare products with other retailers before purchase.
Alisa Higgins, general manager of the Interactive Advertising Bureau says more and more comparison shopping is being done while the consumer is in the shop. “The internet has always been a great research tool and now we carry it around with us while we shop. With smartphone penetration at 41%, and estimating to grow to 50% early next year, mobile devices are changing the way consumers interact with retailers.”
New Zealanders use both local and international websites although 28% surveyed said they would stay local choosing to shop on websites like Trade Me. While many might worry we will end up with last years recycled gifts Craig Jordon, Head of Marketplace for Trade Me says, “It’s great to see so many Kiwis have Trade Me top of mind as they get cracking on their Christmas shopping. From an ecommerce point of view, we’ve been well-positioned as Kiwis have moved more and more of their purchasing online to take advantage of benefits such as increased convenience, choice, functionality and attractive pricing. New goods is a major focus for us at present, and with more than a million brand new items onsite it’s clear to see we’re not just a garage sale anymore.”
Recent research from Lassoo Media shows that New Zealand websites are regarded as extremely secure for online purchasing, with 80% saying they feel comfortable using them for shopping. However, buying from overseas sites is less favoured, with only 36% saying they’re happy to do so, while 28% weren’t comfortable at all.
The IAB/3DI survey also found that one third have already started their online Christmas shopping with the big rush expected between 1st and 15th of December.
When Do You Expect to Carry Out Most of Your Christmas Shopping Online this Year?
The full report is available via www.iab.org.nz to IABNZ members only.