UAE has the highest average online shopping spend, says MasterCard
Source: BI-ME , Author: BI-ME staff
Posted: Tue March 9, 2010 9:28 pm

UAE. The latest survey on online shopping habits by MasterCard Worldwide revealed that in fourth quarter 2009, the UAE had the highest average online shopping spend in the Asia Pacific, Middle East and Africa region, of US$1,048, compared to a slightly higher figure of US$ 1,193 a year ago.

The survey has also showed that online shoppers in the UAE made an average of 4 purchases in 4Q 2009 compared to 4.2 purchases in fourth quarter 2008.

This is the third survey on online shopping habits conducted by MasterCard.  It covered 8,000 respondents across 14 markets: Australia, China, Hong Kong, India, Japan, Malaysia, New Zealand, Philippines, Singapore, South Africa, South Korea, Taiwan, Thailand and UAE, with Malaysia, New Zealand, Philippines and Taiwan being new markets included in 2009. The inaugural survey was conducted in December 2007. The survey does not represent MasterCard financial performance.

More online shoppers in general agreed that it is more convenient and easier to shop online as compared to last year. Respondents in the UAE are becoming more comfortable with shopping on the internet, with 52% of the respondents having stated that it is convenient to shop online in 2009 versus 47% in 2008. Furthermore, 54% of the respondents stated that it is easier to shop online in 2009 versus 52% in 2008.

In the UAE, the most popular items bought by online shoppers included airline tickets (43%), books and arts (34%), CDs, DVDs and VCDs (30%) and home appliances and electronic products (29%). Airline tickets (38%) and books and arts (33%) were the two items that triggered the most impulsive shopping amongst UAE shoppers. The top reason for impulsive buying was discounts (69%) that online channels offer. 

In terms of future online shopping, 62% of the respondents in the UAE affirmed that they were “likely” or “very likely” to shop online. In addition, 55% of the respondents “strongly agree” that when they shop online, they would prefer to have a hotline number for enquiry and 72% deemed it “extremely important” that the site offers secure payment facility when considering to make an online purchase.

“Online shopping has come a long way and today the latest MasterCard survey reflects this change. As online shoppers become more savvy and are increasingly satisfied with their online shopping experience, they are purchasing beyond lifestyle items such as airline tickets, online games and music downloads and have evolved to buying basic necessities including home appliances and groceries.

This new class of shoppers will continue to embrace the convenience, ease and variety offered by online shopping," said Garth Viegas, senior business leader, Intelligence & Planning, Asia/Pacific, Middle East & Africa, MasterCard Worldwide.   




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