April 18, 2012
Taiwan, 18 April 2012 – More Taiwanese are doing their travel-related shopping online, according to the latest MasterCard Worldwide Online Shopping Survey. The results show an increase in both online spending on hotels (up from 62% to 72%) and airline tickets (up from 59% to 66%), pointing to a growing trend in online versus offline travel shopping.
The survey, which serves as a benchmark that measures consumers’ propensity to shop online, was conducted across 25 markets within Asia/Pacific, Middle East and Africa between 5 December 2011 and 6 February 2012. The report for Taiwan is based on 500 respondents who access the internet at least weekly. The data was weighted to the online population in each of those markets. Similar surveys were also carried out in China and Hong Kong. The survey and its accompanying reports do not represent MasterCard’s financial performance.
The data showed that online shopping continues to be a strong trend in Taiwan, with 64% of respondents indicating that they use the internet for it. That puts the island ahead of Hong Kong (58%), but behind China (80%). Amongst those who shopped online, 82% said that they had made an online purchase in the last three months. This trend shows strong signs of continuing, with 79% of respondents saying they planned to shop online in the next six months.
In terms of proportion of money spent online vs. offline, mobile applications (85%), coupon deal sites (84%) and books/CDs/DVDs (81%) make up the top three categories of purchases made using the Internet. While airline tickets have the highest value of online spending, apps lead in terms of average absolute spending. The data also showed a strong increase in the percentage of respondents buying from supermarket/superstores online (up from 53% to 62%).
“The survey results reveal that more consumers in Taiwan are purchasing travel-related items online, which reflects that travel remains attractive in spite of the weak and uncertain recovery of the global economy," said Julie Yang, head of Taiwan, MasterCard Worldwide. "This also points to a growing adoption of shopping online for travel-related purchases for Taiwanese travelers. In order to better serve this group of cardholders, MasterCard will continue to foster a dynamic, secure, and convenient online payment environment that makes internet shopping enjoyable and hassle-free,” she added.
The MasterCard survey also pointed to a growing trend in the number of Taiwanese shopping via their mobile devices. Of the 66% of people in Taiwan who can access the internet via their mobile phones, 24% had made a mobile purchase in the past 3 months, up from 16% in 2010.
The top three categories of items bought via mobile phone were coupon / deal sites, restaurants / home meal delivery, and retailers for clothing and accessories.
Notably, the survey uncovered that Taiwanese women (70%) go online to shop more than men (59%). Women were generally found to have a more positive attitude towards online shopping as compared to men, most thinking of it as being convenient and as a pastime activity. This shows that there is significant potential for growth in the online shopping market for men.
The survey also showed that word of mouth and other online feedback mechanisms play a big role in increasing consumer confidence in the products they are buying online, with 73% of respondents saying that they read and consider online reviews before purchasing. Among those who have made a purchase in the last three months, 72% said that website user reviews would encourage them to shop online more.
The MasterCard Worldwide Index suite in Asia/Pacific, Middle East and Africa includes the long-running MasterCard Worldwide Index of Consumer Confidence, as well as the MasterCard Worldwide Index of Women’s Advancement, Online Shopping, Index of Financial Literacy, and the Index of Global Destination Cities. In addition to the Indices, MasterCard’s research properties also include a range of consumer surveys including Ethical Spending and a series on Consumer Purchasing Priorities (covering Travel, Dining & Entertainment, Education, Money Management, Luxury and General Shopping).
MasterCard also regularly releases Insights reports providing analysis of business dynamics, financial policies and regulatory activities in the Asia/Pacific, Middle East and Africa region. Over 80 Insights reports have been produced since 2004.
MasterCard has also released a series of four books on Asian consumer insights, authored by Dr. Yuwa Hedrick-Wong, Global Economic Advisor for MasterCard Worldwide and published by John Wiley & Sons.
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.