In its latest survey report on what it calls the ‘Cyber window shoppers,’ the Internet and Mobile Association of India (IAMAI) has found that 81 per cent of the respondents visit online shopping sites regularly and there is an opportunity to convert 69 per cent of these window shoppers into online buyers, who evinced great interest in buying online in the near future.
The survey defines ‘Cyber Window Shopper’ as somebody who researches the products and services online as a regular online shopper and shops offline.
The research was undertaken with a view to understand the profile, Internet usage, propensity to buy along with the shopper’s affinity and aversions to online shopping and disposition to shop online.
The study clearly indicates that “security, pricing and delivery” are by far the most important deciding factors and would be extremely strong motivators for consumers to buy online.
Ninety per cent of window shoppers said that they were likely to buy if given price discounts, while 71 per cent of the respondents indicated that they were likely to buy online if there were third-party security guarantees. Eighty-four per cent of them indicated that they were likely to buy something if it was delivered free.
Most felt that cash on delivery was most secure option (91 per cent) followed by cheques and demand drafts (72 per cent). Credit card (35 per cent) debit card (39 per cent) and direct debit from bank accounts (38 per cent) were preferred by much less by the respondents, which show the security concern of net buyers.
The study reveals that most window shoppers (77 per cent) are educated with either a bachelor’s or a post-graduate degree. Forty-three per cent of the shoppers worked at an executive level, while 17 per cent were professionals, self-employed or businessmen, with high disposable incomes and spending capacity.
The survey was conducted online through e-commerce portals within India in which 3,099 respondents had taken part.