Global Online Purchase Intentions Have Doubled Since 2011 for E-Books, Toys, And Sporting Goods

By Christine Kern, contributing writer

Online Market for Pet and Baby Supplies, Other Consumable Products Also Growing

A Nielsen report states online purchase intentions around the world have doubled since 2011 for many durable and entertainment-related categories. Nearly half of global respondents intend to make an online purchase in the next six months in high-prominence categories including clothing (46 percent), and airline (48 percent) and hotel (44 percent) reservations.

“The lightning-fast pace of change in the digital landscape has ushered in a consumer mindset that is both adventurous and exploratory when it comes to online shopping,” said John Burbank, president of strategic initiatives. “Consumers everywhere want a good product at a good price, and the seemingly limitless options available in a virtual environment provide new opportunities for both merchants and consumers. The market for fast-moving consumer goods is no exception.”

The survey also demonstrated that when it comes to shopping for clothes, event tickets, books and toys, or making reservations for tours and hotels, there is mostly a one-to-one correlation between online searching and shopping—those who browse online also buy online.

The survey also show about half of survey respondents are planning online purchases in the next six months in the categories of clothing and airline and hotel reservations.

According to John Burbank, president of strategic initiatives, the good news includes “Strong online browse-to-buy conversion rates for fast-moving consumer goods translates to loyal repeat customers for these categories. While these categories are still in the early stages of online adoption, these correlation rates signal great news for online retailers. Now is the time to create omni-channel experiences for consumers who are actively using both digital and physical platforms to research and purchase, as consumers increasingly don’t make a distinction between the two.”

The Nielsen Global Survey of e-commerce polled more than 30,000 Internet respondents in 60 countries to examine the online shopping and purchasing intentions of consumers worldwide. The study provides clarity about global consumers’ buying intentions for both consumable and non-consumable categories in the growing e-commerce landscape.

And most consumers are turning to their mobile devices to aid in their browsing and purchasing process.

“The study shows the ascendancy of the mobile device as a primary device for e-commerce consumers around the globe,” said Burbank. “The use of these devices introduces all sorts of questions for retailers and manufacturers alike. For instance, will consumers still make shopping trips—buying a whole basket full of items at a time—or will consumers shop throughout the day, one or two items at a time, shifting from retailer to retailer in the process? How will these potentially new shopping patterns impact age-old practices? Over the coming year or two, the industry will need to examine these habits in more detail.”