Consumers in Canada Split on Digital Purchase Comfort - eMarketer

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Consumers in Canada Split on Digital Purchase Comfort

Nearly half of internet users are at least somewhat uncomfortable

March 31, 2016

One-fifth of internet users in Canada are decidedly uncomfortable with making digital purchases—and nearly half are less than happy to do so, according to February 2016 research.

Internet Users in Canada Who Are Uncomfortable Making Digital Purchases, Feb 2016 (% of respondents)

The survey, conducted by The Harris Poll for Chartered Professoinal Accountants of Canada (CPA Canada), revealed that in addition to the 20% who strongly agreed that they weren’t comfortable buying online, 24% agreed somewhat with the same statement.

Respondents were exactly as likely to say they disagreed, however—with identical shares doing so somewhat vs. strongly. And with 9% neither comfortable nor uncomfortable with the idea, and an additional 3% unsure of how they feel, internet users in Canada are firmly split when it comes to their comfort level with making digital purchases.

Regardless, shoppers in Canada do spend a lot of money digitally. About one in 10 of those surveyed said they spend $2,000 or more on digital purchases each year. Three percent said they spend $1,500 to $2,000, and 6% said they spend at least $1,000—so 20% of those surveyed are spending a significant amount of money per year on digital purchases.

Average Annual Amount Spent on Digital Purchases According to Consumers in Canada, Feb 2016 (% of respondents)

According to June 2015 research from Ipsos, 90% of digital buyers in Canada used a desktop or laptop computer to make purchases, while 25% said they also used smartphones. Another 24% of those surveyed made purchases on tablets.

Consumers in Canada are certainly split on comfort levels, but those who are comfortable spend a fair amount of money digitally, across multiple platforms.

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