Search Engines Lead in Finding Products; Online Marketplaces and
Retailers’ Sites Top Choices for Buying; Mobile and Social Gaining
STAMFORD, Conn.–(BUSINESS WIRE)–Pitney
Bowes Inc. (NYSE:PBI), a global technology company that provides
innovative products and solutions to power commerce, today announced the
results of its second annual Global Online Shopping Study. The research
reveals that while international shoppers share some common similarities
on how they are finding and buying products online, consumers have
unique global shopping preferences and behaviors that vary by country.
Retailers looking to expand their brands globally should consider
cultural norms and shopping preferences of consumers around the world.
According to the study, the majority of online shoppers are using search
engines as the preferred method to find products (62 percent of
respondents). When international consumers were asked what types of
online sites they would consider purchasing from, 66 percent chose
online marketplaces, while 62 percent selected retailers’ web sites.
The majority of consumers in Russia (78 percent), China and the U.S.
(both 76 percent) are likely to purchase products from online
marketplaces, while consumers in Australia (81 percent), the U.K. (72
percent) and Canada (71 percent) are most likely to buy products
directly from a retailer’s web site. Germany (46 percent) had the
highest percentage of online shoppers that said they would consider
purchasing products they found on search engines, followed by Japan (40
percent) and South Korea (33 percent). The largest number of consumers
who would consider buying products online from social media sites were
in India (27 percent), followed by Brazil (15 percent) and Russia (14
The study also found that there are differences based on the age of the
shopper. When it comes to millennials, more than a quarter of 18 to 24
year-olds (28 percent) and 21 percent of 25 to 34 year-olds visit social
media sites for inspiration when searching for products. Compare this to
only 16 percent of 35 to 44 year-olds, 12 percent of 45 to 54 year-olds
and seven percent of 55 year-olds and higher. Also, online shoppers in
India (38 percent) ranked highest for searching for products on social
media sites, followed by Brazil (21 percent) and China (20 percent).
Nearly a quarter of consumers said they make the most online purchases
on mobile devices — including mobile/smart phones, tablets or other
devices – or a mix of devices. Online shoppers in the U.K. (37 percent),
India (36 percent) and China (34 percent), and the U.S. (29 percent) had
the highest rates for using a mobile device, or mix of devices.
Thirty-three percent of millennials (ages 18 to 34) are using mobile
devices, or a mix of devices, compared to 24 percent of overall
consumers in the study.
“In today’s global marketplace, ecommerce is continuing to connect the
world’s economies in new ways, making it possible for brands to sell,
compete and expand their footprint,” said Lila Snyder, President, Global
Ecommerce. “By focusing on the consumer – what they want and how they
like to shop – brands can develop the right roadmap to achieve global
The biggest barriers to adoption of global online shopping are high
shipping costs (64 percent), additional fees owed at time of delivery
(48 percent) and product delivery taking too long (39 percent).
Product returns are also a major concern, as 33 percent of global
shoppers cited online return policies and processes as deterrents.
Countries with the highest levels were India (46 percent), Germany (44
percent) and the U.S. (39 percent). Thirty-one percent of global online
shoppers said that negative customer reviews and ratings are deterrents.
Localization is also a barrier, with 30 percent of global online
shoppers saying they would be discouraged from completing a purchase
with merchants who do not offer their preferred form of payment.
Additional barriers include not being able to read a product description
because it is in a foreign language (29 percent), merchants not
accepting credit cards (27 percent) and when pricing is not in a
country’s local currency (25 percent).
Additional study findings:
The U.S. (71 percent), U.K. (44 percent) and Germany (39 percent)
continue to be the most desirable e-destinations for consumers to
purchase goods online outside their own country.
A third of global online shoppers have purchased products online from
retailers in other countries. Australians continue to be the most
likely to buy products online from retailers outside their own country
(63 percent in 2015 and 2014
studies) followed by Canada (48 percent in 2015 versus 54 percent
in 2014) and Russia (49 percent in 2015 versus 54 percent).
The knowledge gap is starting to close, with consumers believing they
can only purchase goods online from retailers in their own country
(six percent in the 2015 study versus eight percent in the 2014
study). This was most prevalent with consumers in India (eight percent
in 2015 versus 15 percent in 2014) South Korea (15 percent in 2015
versus 21 percent in 2014) and China (15 percent in 2015 versus 19
percent in 2014).
Price is the top reason (61 percent) shoppers have purchased or would
consider purchasing a product from an online retailer outside of their
own country, followed by availability (40 percent), quality and better
selection (both 30 percent). Product authenticity was highest in
India, (36 percent), China and South Korea (both 30 percent) and
Russia (22 percent).
Methodology: The 2015 Pitney Bowes Global Online Shopping Study
was conducted online by ORC International and surveyed approximately
12,000 adults across 12 countries regarding their perceptions, habits
and preferences for making online purchases. Consumers were polled in
Australia, Brazil, Canada, China, France, Germany, India, Japan, South
Korea, Russia, the United Kingdom, and the United States. The survey was
conducted in August 2015.
About Pitney Bowes
Pitney Bowes (NYSE: PBI) is a global technology company offering
innovative products and solutions that enable commerce in the areas of
customer information management, location intelligence, customer
engagement, shipping and mailing, and global ecommerce. More than 1.5
million clients in approximately 100 countries around the world rely on
products, solutions and services from Pitney Bowes. For additional
information, visit Pitney Bowes at www.pb.com.
Pitney Bowes Inc.
Karen King, 203 351 6189