Online shopping more popular among consumers: Survey

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Online shopping is more popular among consumers with 80% of buyers preferring to shop over the internet instead of visiting different stores to purchase their favourite products, according to a new survey.

The study undertaken jointly by Yahoo and Mindshare analyses the shopping behaviour of customers to reveal that 31% shoppers opt for online shopping in order to save the time and effort that might be spent on physically going to stores to buy the same products.

About 28% customers are driven to buy online due to the availability of discounts and promotions while the convenience to shop anywhere, anytime attracts the remaining 21%, it said.

The study also highlights how more and more customers are taking to mobile phones to make online purchases as compared to other electronic devices.

"The e-commerce landscape in India is perhaps the most dynamic in the world, largely due to the rapidly evolving mobile ecosystem. This research highlights the role of mobile from the top of funnel to the bottom and how it varies across product categories. It will help us develop sharper, more connected communication strategies for brands," M A Parthasarathy, chief product officer, Mindshare South Asia said.

According to the survey, majority of consumers use only mobile devices while making purchases related to apparels, electronic devices, baby and pet care products.

Most purchases made online over mobile phones tend to be regular or impulsive buys rather than expensive ones, the study claims.

Over 90% of the consumers use mobile devices for quick and frequent purchases of travel, music and movies, contrary to 36%  who purchase high consideration products like insurance on their personal computer or laptop.

About 30%  people prefer buying products of personal hygiene from the store itself.

The study also provides marketers with insights on India, to sharpen their digital and mobile commerce initiatives and build a strong mobile strategy.

"The study shows that the consumer purchasings are turning more complex and nonlinear, with mobile at the center of this evolution.

"As mobile devices become more important in the consumer's last mile of purchase decision, brands need to build targeted, more seamless shopping experience across all channels to strengthen sales and acquire new customers," Francis Che, Head of Insights, APAC, Yahoo said.

For those who continue to prefer in-store shopping, major detractors include non-authentic goods, unreliable delivery and lack of quality control.