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Guess Which Digital Shoppers in Canada Are the Most Mobile

More than 90% of 18- to 34-year-olds have made a purchase online

September 25, 2014 | Retail & Ecommerce

More than eight in 10 adult internet users in Canada have made a digital purchase in the past year, according to July 2014 research from Ipsos Reid. And age still plays a significant role in likelihood of buying online in the country.

Digital Buyers in Canada, by Age, July 2014 (% of respondents in each group)

The youngest group of online adults surveyed posted 92% penetration of digital buying—18 percentage points higher than the rate for those ages 55 and older. And since Ipsos Reid conducted its survey on the internet, and older consumers are still less likely to be online to begin with, overall penetration throughout the population tilts even further toward the younger set.

Online buyers in the country are still largely tied to their desktop and laptop PCs to complete digital purchases, with 88% of the digital buyer group saying they did so.

Devices Used to Make Digital Purchases According to Digital Buyers in Canada, by Age, July 2014 (% of respondents in each group)

And here age played an even larger role in online buying habits. Adults ages 18 to 34 were more than twice as likely as 35- to 54-year-olds to say they had made purchases via smartphones—and those 55 and up were only half as likely again to say the same. Tablet purchasing was more even, but about twice as likely among the under-55 set as among older online buyers.

A March 2014 survey by Nielsen found that the most commonly planned digital purchases by internet users in Canada were event tickets (44%), airline tickets (43%), and tours and hotel reservations (40%).

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