E-Commerce Industry Report, June 2016 | Effective Measure

A survey based on over 12,000 Internet users in South Africa on their online shopping habits and uncovered the following key insights:

  • 26% spend 5+ hours on the Internet on an average day.
  • Both men and women shop online.
  • 48% are 25-44 years old.
  • 38% are accessing the Internet via a mobile phone and 29% are accessing from a work or personal computer.
  • 56% of respondents have shopped online.
  • 59% of online shoppers prefer to do their online shopping on a desktop computer or laptop and 27% prefer to use their mobile phone.
  • Books, tickets for events, hotel reservations and DVDs, videos or music, travel tickets are the top five items they purchased via the Internet.
  • 72% use price comparison sites.
  • 50% of respondents have a household income of R20,000+.
  • 57% are in a relationship or married, and 20% have children aged 4-10, while 21% have no children.
  • 58% of respondents prefer to pay on card and 23% would prefer to pay on delivery.
  • 60% are happy with the level of online shopping they are doing at the moment.


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