What to Know About Quebec's Digital Buyers - eMarketer

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What to Know About Quebec's Digital Buyers

Digital buyers in the province favor apparel, US merchants

April 9, 2015

Problems with a product is the No. 1 way to alienate digital buyers in Quebec, according to December 2014 research from CEFRIO. Asked about their top reasons for being dissatisfied with a digital buying experience, nearly two in five respondents chose basic product dissatisfaction.

Leading Reasons that Digital Buyers in Quebec Would Be Dissatisfied with a Digital Purchase, Dec 2014 (% of respondents)

Another one in five digital buyers said delays in delivery would turn them off most.

The survey found Quebecers who made digital purchases were most likely to buy clothing, shoes and jewelry (31%), followed by consumer electronics (23%). But the most spending went toward travel and transportation purchases, at an average of C$820 ($742.55) per transaction.

Digital shoppers in Quebec favored US merchants in almost every product category over those located in Quebec or the rest of Canada, CEFRIO found. But Quebec tended to win out over other provinces. Though 54% of book, magazine and newspaper digital sales went to US retailers, 31% went to Quebec-based outlets—far more than the 6% spent in the rest of Canada, for example.

According to earlier data from CEFRIO, collected in October 2014, just 28.2% of adults in Quebec made a digital purchase that month. eMarketer estimates that in Canada as a whole, 56.8% of the population ages 14 and older made at least one digital purchase in 2014. That’s much higher than CEFRIO’s figure, though the requirement to buy within the past year vs. past month means it makes sense for CEFRIO’s number to be at least somewhat lower.

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