Online Shopping Preferences, Attitudes and Behaviors around the World
Around the world, books, clothes and music are popular items to buy on the Web, according to a new global online shopping study conducted by Survey Sampling International (SSI) among 20 – 39 year olds in the US, Brazil, China, Japan and the Netherlands. The majority of respondents in China (70%) and Japan (60%) purchase books on the Internet, while almost half of participants in Brazil and the Netherlands do their book shopping online. In the US, books are also a common online purchase — second only to music — with 42% of survey participants reporting they buy books on the Web.
While books are popular with Internet shoppers, clothes are also a major online category. In fact, in China, clothes are the most common Web purchase. Three-quarters of Chinese respondents say that they purchase their outfits online — more than in any other country studied. In the Netherlands, just under half of participants report buying outfits on the Internet — tying with books as the most common item people buy online. Clothing is also a dominant online category in Japan — second only to books — with 45% of respondents shopping for apparel on the Web. In addition, clothing is a top-three online purchase in the US.
Music is also an important online category. It ranks #1 in the US (44%), #2 in the Netherlands (36%) and #4 in Japan (38%). It is less dominant in China and Brazil, though about a quarter of respondents in both countries buy music online.
In spite of the many commonalities in shopping preferences among countries, there also are some key differences. For example, in China and Japan, almost 40% of respondents buy food for their daily meals online. This is in sharp contrast to the US (13%), Brazil (7%) and the Netherlands (4%), where relatively few people shop for daily meals online.
In addition, almost half of Chinese respondents and a third of Japanese respondents buy cosmetics online. In the US and Brazil, only about a quarter of online shoppers buy cosmetics on the Web — and in the Netherlands, just 9% purchase makeup online.
Digital equipment is another category where there are marked geographic differences. Close to half of online shoppers in China and Brazil purchase digital equipment on the Internet. This is a far greater number than the US (38%), the Netherlands (30%) or Japan (26%).*
*Respondents could select multiple items they purchase online.
For more information, visit surveysampling.com.