Online Shopping Trending Now in Hong Kong: Nine in 10 Hongkongers Now Shop Online, MasterCard Survey Reveals
Hongkongers love to shop online without leaving home – using both their computers and mobile phones – with 84.0% of local consumers having made at least one purchase in the last three months and well over a third (38.2%) shopping on their smartphones, according to the latestMasterCard Online Shopping Survey.
A majority of Hongkongers (79.8%) planned to shop online in the next six months. Among all age groups, 25-34 year olds are the most active online shoppers (91.8%), while the average number of items they purchase (6.0) is also among the highest. Interestingly, although women are often thought of as more sophisticated or enthusiastic shoppers than men, there are no significant differences in online shopping behavior by gender.
In terms of the most common spending categories online, clothing/ accessories (46.2%) continues to top the list, followed by travel (40.8%), airlines (38.8%) and home appliances/ electronic products (37.6%).
The survey also revealed that secure payment facility and reputation of the website (77.6%) are both the top considerations for local respondents when shopping online. This is followed by low/no extra payment charge (75.4%) and convenient payment methods (74.2%).
In a tech-savvy city like Hong Kong, almost all people who have a mobile phone are able to access the internet through their smartphones (98.4%). This sets the backdrop for more and more local shoppers opting to make purchases via mobile devices (38.2% ), which is up 13.2% since 2011.
To local respondents, convenience (56.8%) was the major reason for mobile shopping. The growing availability of apps that make it easy to shop (35.2%) and the ability to shop on the go (30.8%) also drive locals to shop through their smartphones.
As for the most frequently bought items through mobile shopping among Hongkongers, clothing and other fashion accessories (29.2%) tops the list and surpasses cinema tickets (18.9%) for the first time since 2011, followed by personal care products (15.7%) and mobile apps (14.1%).
Anna Yip, head of Hong Kong and Macau, MasterCard, said, “While we are glad to see that Hongkongers are increasingly familiar with online and mobile shopping, we understand that consumers look for secure ways to pay online. As a global leader in payment solutions, MasterCard is committed to providing fast, simple and convenient payment options. We are also working with local issuers to introduce our digital payment platform MasterPass to Hong Kong, bring local consumers convenient and secure payment facilities so that everyone can enjoy a seamless online shopping experience with complete peace of mind. ”
Online & Mobile Shoppers in Asia/Pacific
Across the 14 markets in Asia/Pacific, Chinese consumers remain the most active online and mobile shoppers as in previous years, with close to 100% of respondents indicating that they have made at least one online purchase in the last three months, and 70.1% having shopped online through their smartphones.
Overall, online shopping continues to grow steadily in Asia/Pacific (from 81.0% in 2011 to 86.7% in 2014). Security of payment facility (84.8%), price of the items (84.5%) and convenient payment methods (84.1%) are key considerations when making online purchases.
The survey, which serves as a benchmark that measures consumers’ propensity to shop online, was conducted across 25 markets between October and December 2014. The report for the Asia/ Pacific region included interviews with 7,010 respondents from 14 markets who were asked questions about their online shopping habits. The report for Hong Kong is based on 500 respondents who access the internet at least once a week. The data was weighted to the online population in each of those markets. Similar surveys were also carried out in Taiwan and China. The survey and its accompanying reports do not represent MasterCard’s financial performance.
Percentage of respondents who have made at least one online purchase in the past three months in Asia/Pacific
MasterCard and its Suite of Research Properties
The MasterCard Worldwide Index suite in Asia/Pacific, Middle East and Africa includes the long-running MasterCard Worldwide Index of Consumer Confidence, as well as the MasterCard Worldwide Index of Women’s Advancement,Online Shopping, Index of Financial Literacy, and the Index of Global Destination Cities. In addition to the Indices, MasterCard’s research properties also include a range of consumer surveys including Ethical Spending and a series onConsumer Purchasing Priorities (covering Travel, Dining & Entertainment, Education, Money Management, Luxury and General Shopping).
MasterCard also regularly releases Insights reports providing analysis of business dynamics, financial policies and regulatory activities in the Asia/Pacific, Middle East and Africa region. Over 80 Insights reports have been produced since 2004.
MasterCard has also released a series of four books on Asian consumer insights, authored by Dr. Yuwa Hedrick-Wong, Global Economic Advisor for MasterCard Worldwide and published by John Wiley & Sons.