By Fredrick Obura
The latest Shopping Survey has revealed a strong positive sentiment towards online shopping in Kenya.
The survey revealed that 71 per cent of those who had shopped online saying that they were satisfied with their overall shopping experience. The survey conducted by MasterCard shows online shoppers believed there was a wider purchase choice online rather than offline, and that shopping online was convenient and easy.
They also hold a view that most goods were cheaper online that they were offline. The most popular online shops were those that offered music downloads, books, CDs, DVDs, digital entertainment content and computer software for sale, with airline websites capturing the highest value of purchases.
The survey, which serves as a benchmark that measures consumers’ propensity to shop online, was conducted by MasterCard in 25 markets from December 5, last year to 6 January 2012 and involved 12,500 consumers aged between 18 and 641 who were asked questions about their online shopping habits.
MasterCard has conducted the survey in other markets since 2009; however this was the first time that Kenya was included. The survey and its accompanying reports do not represent MasterCard financial performance.
“We are spearheading the drive towards a cashless society globally, with a focused strategy on Africa, where cashless transactions will assist in improving the lives of the continent’s people by removing the risks and expenses associated with carrying and handling cash,” says Charlton Goredema, Vice President, Market Manager, East Africa and Indian Ocean Islands, MasterCard Worldwide.
“Shopping online is just one way that Kenyans can reduce their dependence on cash payments, in the research, we identified factors that influence Kenyans’ sentiments towards online shopping,” he continues.
Goredema notes that 71 per cent of those who have made online purchases did so using a credit card.