Digital Marketing Researches & Reports

The Truth About Online Consumers 2017 | KPMG

Consumer Behavior | Global

Despite the rise in online shopping, e-commerce still makes up a relatively small percentage of total retail spending. So, retailers need to evolve to continue to draw customers into their stores and to compete with the online retailers opening their own physical outlets.

In a try to identify the consumers’ purchasing behavior, purchase drivers, and perceptions and attitudes towards online shopping:

  • Consumers in Asia (22.1%), North America (19%) and Western Europe (18.4%) are most likely to shop online.
  • Per capita, online purchases in Eastern Europe and Russia (11.9%), Latin America (9.2%), and the Middle East and Africa (11%) are less frequent.
  • There is an equalization between men and women in shopping online, but the men spent more per transaction $220 vs. $151 for women on their most recent purchase.
  • 55% of luxury transactions were made by men such as electronics (72% of transactions).
  • Females are more likely to buy in lower-priced categories such as cosmetics or food.
  • African and the Middle Eastern consumers are more likely to purchase online household goods, except Emirates consumers who are more likely to purchase telecom products and men’s footwear.
  • Consumers in the US, Indonesia, and Turkey are more likely to purchase accessories, while consumers in the UK and China are more likely to purchase groceries online.
  • Africa and the Middle East have the highest percentage of online purchases imported from other regions (50%), followed by Latin America(44%), then Eastern Europe and Russia (43%).
  • Laptop or PC is the best device for the major of online shoppers in all regions surveyed and especially for baby boomers.
  • 30% of consumers saw the product on an online shop before purchasing, while only 10% of them saw the product on social media posts or blogs before purchasing.
The Truth About Online Consumers 2017 KPMG

A Graph Shows The Average Number of Online Transactions of Persons Per Year.


The research was largely based on an online survey of 18,430 consumers living in more than 50 countries. The respondents were between the ages of 15 and 70, each having purchased at least one consumer product online in the past 12 months.


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