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The following charts (Figure 2.5 and Figure 2.6) highlight Canadian online behaviors rel- ative to the location and rationale for shopping at those locations. In Figure 2.5, a 2008 survey conducted by Burak Jacobson for Visa Canada shows that approximately two- thirds of Canadians were shopping at U.S. websites. About 1-in-5 (19%) were shopping at sites beyond North America.

In Figure 2.5, respondents indicated selection and cheaper prices as being their pri- mary motivator for shopping at U.S. websites.

Canadian

U.S.

International

Sites

Sites

Sites

50%

25%

0%

19%

Figure 2.5: Purchase Location

62%

100%

75%

82%

35% 30% 25% 20% 15% 10% 5% 0%

Figure 2.6: Purchasing Rationale

31%

Cheaper Prices

12%

11%

Unique Better Products Selection

Wider Brand Selection

Have Brands I Want

22%

18%

3%

Products Avail.

Source: 2008 Canadian Consumer E-commerce Study by Burak Jacobson for Visa Canada

Figures 2.7 and 2.8 highlight the average amount spent and the barriers to shopping online for Canadian Consumers.

Figure 2.7: Amount Spent Online

$480

$460

$447

$454

$440

$420

$400

2006 2007 Source: 2007 J.C. Williams Group/Visa Canada/Yahoo! Canada Study

Figure 2.8: Barriers to Shopping Online

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Concerns about private info. being on the Web

36%

44%

No need to buy online in P6M

36% 37%

Prefer to touch and feel the product

Prefer to interact with someone in person

25%

34%

2006

33%

2007

32%

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.

2-6

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