March 04, 2013
Men preceding women in cross-border purchases with 35% of purchase occasions in Thailand happened on foreign sites and done by male shoppers
Bangkok, 4 March 2013 – The latest MasterCard Online Shopping Behavior survey shows that online shopping from foreign websites is becoming increasingly popular among Thais. The average of share of online purchase occasions from websites outside of Thailand has notably increased to 31.5% from 20.0% in 2011 (+11.5%), and the share of online spends climbed up to 29.9% from 20.0% (+9.9%).
The latest survey on online shopping habits by MasterCard Worldwide reveals that online shopping remains to be one of the main purposes for Thai consumers going online (10.9%), while receiving/sending emails and updating status on social networking sites are the most common reasons (15.5% and 14.1% respectively). For the top categories of online visits, movie theatres (46.3%), music download (44.9%), and clothing and accessories (43.3%) continue to be the top three on the list with the rise of the percentage of the visits to luxury or high-end good sites from an average of 48.4% from 44.4% in 2011 (+4.0%).
|% Foreign Websites
(versus Local Websites)
|Share of Online Purchase Occasions||31.5%||20.0%||35.0%||24.0%||27.9%||17.0%|
|Share of Online Spends||29.9%||20.0%||32.3%||23.0%||27.5%||18.0%|
However, what surprises us the most is the fact that the popular trend of cross-border shopping from foreign sites is being spearheaded by male shoppers in Thailand. Men are more likely than women to shop from foreign websites, with 35.0% of online shopping occasions going overseas. This average of 35.0% has significantly grown from 24.0% in the previous survey (+11.0%), as well as the share of online spends of 32.3% from 23.0% (+9.3%) for male shoppers’ behavior. As for female, we also witnessed the rise of online purchase occasions of 27.9% in 2012 (compared to 17.0% in 2011, resulting in +10.9%) and the online spends of 27.5% (compared to 18.0%, resulting in +9.5%).
The most common purchases from overseas websites for people in Thailand were apps (19.9%), hotel accommodations (18.1%), and toys and gifts (15.7%).
“Technology facilitates people’s lifestyles in various ways: we can now shop anytime and anywhere we want through various online channels. Additionally, we are no longer limited to just local shops as we can now purchase goods and services from foreign websites in a user-friendly approach that is accompanied by a safe and secure way to make an online payment. Besides that, I am glad to see that both male and female shoppers are enjoying the overall experience of online shopping, as well as cross-border shopping from overseas sites. Innovation definitely makes this world smaller and brings people closer in a good way,” said Gregg Hirano, vice president and country manager for Thailand, MasterCard Worldwide.
This survey serves as a benchmark that measures consumers’ propensity to shop online, which was conducted across 25 markets in Asia Pacific, Middle East and Africa between November 2012 and January 2013. Five hundred respondents per country across 14 countries in Asia Pacific between the ages of 18 and 64 years old were surveyed through both online and offline channels. Among the total respondents, 503 were Thais who are banked population, access the internet at least once a week, and are representatives in terms of age and gender of the online population in the market. The survey and its accompanying reports do not represent MasterCard’s financial performance.
 Australia, China, Hong Kong, Japan, South Korea, India, Singapore, Thailand, Vietnam, Malaysia, New Zealand, Taiwan, Philippines, Indonesia, Qatar, U.A.E., South Africa, Saudi Arabia, Egypt, Morocco, Oman, Kuwait, Lebanon, Nigeria, and Kenya.
- 74.0% of Thai respondents have made at least one online purchase in the last 3 months.
- eBay (12.3%) is the most often indicated site for purchases in the last 3 months, followed closely by We Love Shopping (11.7%) and Tarad (8.3%)
- 90.6% of recent online shoppers claim to have experienced browsing a website leading to making an online purchase most of the time or almost every time.
- 69.8% indicated that lower prices are most likely to trigger impulsive online shopping. 56.9% said that unique products available online only is another factor that have triggered impulsive purchases.
- 92.9% of the online audience in Thailand report being able to access the internet from their mobile phones. 51.0% of those with internet access via mobile phone had made an online purchase with their phone in the last 3 months.
- Key items purchased by those using their mobile phones for online shopping are phone/mobile gadget apps (37.9%), tickets for cinema/movie theatres (23.4%), and music download (23.4%).
- Among those with mobile phone internet access, 55.0% have done price comparison between online and offline channels.
- Facebook (74.2%) remains the most visited site in Thailand, followed by YouTube (40.4%) and local Google Search (38.6%).
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