GetApp Canada has launched its latest research study of over 1,000 consumers to understand their online shopping preferences and habits. Nearly half (46 per cent) of Canadian consumers are concerned about online payments, particularly where hacking and fraud are concerned.
The survey indicates that consumers in Canada are familiar with using a wide range of online purchasing platforms and payment methods and are largely aware of the risks associated. It also illustrates consumers’ high standards for user experience, transaction simplicity, and personal data safety.
- The majority, 59 per cent of consumers surveyed often shop on marketplaces like Amazon, while 46 per cent shop often on brand websites and 35 per cent on secondhand marketplaces such as Craigslist or Kijiji
- 48 per cent of consumers use a desktop most often for their online shopping, 43 per cent mobile, and 9 per cent tablet while purchasing online
- Majority of consumer’s preferred payment method are credit cards(76 per cent), followed by PayPal (52 per cent) and debit cards (31 per cent)
- 67 per cent of consumers believe that receiving a confirmation email after purchase is the most vital aspect of their online shopping experience
The top three payment-related concerns for customers in Canada are:
- fraud (cited by 83 per cent of respondents),
- hacking (by 82 per cent), and
- additional charges(cited by 37 per cent).
- Research shows that 29 per cent of Canadians surveyed have fallen victim to fraud, and 26 per cent have been hacked; thus, they want to make fewer online purchases going forward.
The vast majority (92 per cent) of consumers express some level of worry about security threats when shopping online, ranging from “slightly” (54 per cent) to “very” (11 per cent) concerned. Survey-takers did take steps to make sure the online shops they buy from are secure: 56 per cent stick to vendors they know and trust, 45 per cent judge based on the web shop’s reputation, 40 per cent check that the website is encrypted with SSL, and another 40 per cent make their decisions based on customer reviews. Many customers utilize software to safeguard their equipment and data, as well. Thirty-four per cent of respondents use ad blockers and 49 per cent use antivirus software.
“9 out of 10 consumers surveyed in Canada worry about the safety of their data while online shopping, though less than half analyze their shopping sites for authenticity,” explains Tessa Anaya, analyst for this study. “eCommerce businesses should keep these concerns in mind, as well as buyers’ habits when deciding whether to trust an online shop and make it easy for users to recognize their website as a trustworthy one.”