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Online Consumers Their Attitudes and Behaviors

: You’ve gathered the basics about the Canadian consumer; now, it is time to focus your efforts on gaining a better understanding of a subset of the total population—the online consumer. As was noted earlier in the general consumer section, by asking a number of questions about this target group, you will be able to discern key differences between Canadian and U.S. online shoppers.

Some initial questions to begin the process of gaining a better understanding of the Canadian online shopper include the following:

  • How many consumers are online?

  • What are they purchasing online? (See Figure 2.4)

  • Where are they purchasing online? (See Figure 2.5)

  • Why are they purchasing at those locations? (See Figure 2.6)

  • How much are they spending online? (See Figure 2.7)

  • What are the growth projections for e-commerce in Canada?

  • What influences online purchases?

  • What are the barriers and challenges they face when shopping online? (See Figure

2.8)

  • What tools are they using when they are online?

  • What attitudinal and/or behavioral characteristics are available about this group?

  • Approximately what proportions of their online spending is geared to the category

you are in?

A variety of sources can be used to answer some of these questions, and some may have been answered in other chapters.

Determining the number of Canadians online can be calculated using the table in Figure 1.1 in Chapter 1.

The following charts provide some direction in comprehending the Canadian online consumer and their behaviors.

Figure 2.4: Online Purchases

50%

2006

2007

40%

33%

34%

32%

31% 31%

30%

27%

21%

24%

20%

24%

21%

23%

21%

23%

21%

20%

20%

16%

16%

15%

17%

10%

0%

Music/

Computer

DVDs/

Hardware

Videos

and

Software

Books/Mags

Gifts

Tickets

Travel

Clothing and Accessories

Consumer

Toys,

Health and

Electronics

Video

Beauty

Games

Items

Source: 2007 J.C. Williams Group/Visa Canada/Yahoo! Canada Study

Visa e-commerce cross-border handbook for U.S. retailers

Copyright 2010 Visa. All rights reserved.

2-5

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