January 25, 2011
Seoul, 25 January 2011 – A recent MasterCard survey on online shopping revealed that Korea has the most active consumers, according to 85%, respondents who are most likely to access the Internet for shopping. China (84%) and Japan (75%) followed with the second and third most active online shoppers, respectively.
Consumers in these markets also purchased the most items online within recent months (approximately from June to September 2010) with Chinese consumers averaging 5.6 items, up from 5.1 items in 2009. Number of purchases by consumers in Korea & Japan remained steady from 2009 with 5.9 items and 5.1 items respectively.
This year MasterCard has released its first Index on Online Shopping. The scores are compiled based on the factors or questions listed below, offering a regional Index ranking of markets with consumers who are most likely to shop online. According to the scores from the 2010 MasterCard Index on Online Shopping, Korea tops the Index rankings with a score of 63 in 2010. Japan is ranked second this year with a score of 57, followed by New Zealand (54), Australia (52) and Taiwan (51). Emerging markets have also gained ground with the U.A.E. coming in at 6th with a score of 47 then Malaysia (44), Singapore (40) and China (38). Thailand is closely on par with India with scores of 34 and 32, respectively, ahead of Hong Kong (29). Indonesia rounds the bottom three markets on the Index with a score of 17, Philippines (12) and South Africa (8).
The Index serves as a benchmark that measures consumers’ propensity to shop online, and based on the following factors and questions:
- For what purposes do you usually use the Internet?
- How likely is it that you will make an online purchase in the next 6 months?
- Proportion of those who did not state: ‘prefer to shop in-store, to look at the physical product’ as a reason for not purchasing anything online in the past 3 months.
- To what extent do you agree or disagree with each of the following statements:
(1) It is convenient to shop online
(2) I do not feel secure shopping online
The MasterCard survey also revealed that online shopping is gaining popularity in emerging markets across Asia/Pacific, Middle East and Africa (AMPEA), according to the results of the MasterCard survey on online shopping. Results of the fourth survey on online shopping conducted by MasterCard revealed a narrowing gap between emerging and mature markets in APMEA with consumers turning to online shopping sites for event tickets, online gaming, downloading music, purchasing books, and for travel (airline websites).
The survey was conducted from 3 September to 1 October 2010 and reached 8,500 consumers from 15 markets across APMEA. The survey and its accompanying reports do not represent MasterCard financial performance.
The MasterCard survey also uncovered a growing trend among APMEA consumers using their mobile phones to access the Internet, represented by 19% of respondents in 2010 versus 8% in 2009. Leading the trend of mobile Internet access in APMEA are 39% of consumers in South Africa, 33% in Singapore, 25% in India, 25% in Indonesia, 20% in Malaysia, 20% in Thailand and 20% in the United Arab Emirates (U.A.E.).
Online shopping is growing in emerging markets like Malaysia (55% in 2010 from 33% in 2009), which is now comparable to Australia (58% in 2010 from 63% in 2009), according to respondents who access the Internet to shop. The report also indicated an increase in the U.A.E. (42% in 2010 from 29% in 2009) among the percentage of respondents accessing the Internet for shopping.
“We’re seeing more consumers in Korea go online for lifestyle purchases as well as day-to-day household items. This shift in consumer behavior shows that today’s shoppers are diversifying not only what they buy, but how and where," said Dongchun Choi, division president, Korea, MasterCard Worldwide, and added, "It’s clear more people are proactively seeking better and more personal ways to shop online.”
NOTE TO EDITORS: More information and previously released MasterCard survey results can be found at www.masterintelligence.com.
MasterCard puts out a series of ongoing consumer surveys and research Indices in the Asia/Pacific, Middle East and Africa. These include the MasterCard Survey on Consumer Purchasing Priorities, the MasterCard Worldwide Index of Consumer Purchasing Resilience, the MasterCard Worldwide Index of Consumer Confidence and MasterCard Worldwide Index of Women’s Advancement.
Besides these, MasterCard also regularly releases its Insights reports; the series is part of its ongoing research and analysis of business dynamics, financial policies and regulatory activities in the Asia/Pacific, Middle East and Africa region. Over 70 Insights reports have been produced since 2004. MasterCard has also released a series of four books on Asian consumer insights, authored by its Asia/Pacific economist, Dr. Yuwa Hedrick-Wong and published by John Wiley & Sons.
The MasterCard Indexes and Insights reports are available at www.masterintelligence.com
MasterCard (NYSE: MA), www.mastercard.com, is a technology company in the global payments industry. We operate the world’s fastest payments processing network, connecting consumers, financial institutions, merchants, governments and businesses in more than 210 countries and territories. MasterCard’s products and solutions make everyday commerce activities – such as shopping, traveling, running a business and managing finances – easier, more secure and more efficient for everyone. Follow us on Twitter @MasterCardNews, join the discussion on the Cashless Conversations Blog and subscribe for the latest news.