Vancouver, BC – We know that Canadians spend a lot of time on the
Internet and now they are putting more of their money where their fingers and eyes are.
According to the latest research from the Ipsos Canadian Inter@ctive Reid Report, online
Canadians are spending more cold hard cash on online purchases than ever before. The
eCommerce Special Feature Report from the 2013 study shows that online Canadians spend
an average of $899 through purchases and transactions on the Internet, which is up from the
$639 average revealed in the 2012 study. Slicing through the data, the study also revealed
that men spend more online than women with the 2013 figures reporting averages of $1,080
and $725 respectively.
“Clearly, Canadians have become quite comfortable with eCommerce and online
shopping, and more and more are turning to the Internet to make purchases,” says Dave
Pierzchala, Senior Vice President and Managing Director with Ipsos Reid in Vancouver. “Men
in particular seem to appreciate the ease and convenience of online shopping, as they are
outspending women by a significant margin.”
The 2013 study also revealed a spike in online purchases for electronics, computer
software and electronics accessories. Just slightly under half of respondents (45%) reported
having downloaded purchased computer software, up from 35% in 2012. Likewise, 27% had
purchased computer software to be shipped or mailed, up from 19% the year before.
On the hardware side, just over a third (34%) reported having purchased hardware
accessories, up from 27% the previous year. And 15% reported purchasing a tablet device in
the 2013 study, up from 8% in 2012’s report.
(Click to enlarge image)
When it comes to purchasing items from U.S.-based websites, Canadians rated ‘better
selection’ as a major motivation for doing so. Looking at U.S.-based retailers, 54% say better
selection than Canadian websites and 56% say better selection than Canadian stores were
their major reasons for making such a purchase. However, ‘free shipping’ did spike in the
2013 report, with 47% stating it as a reason (25% citing it as a major reason for making
purchases off U.S.-based websites, 21% stating it as a minor reason).
“The findings from this year’s study show the growing importance of online shopping as
well as some of the nuances about the kind of people who do shop online, what they buy and
their reasons for buying,” adds Pierzchala. “But on a high level, marketers would be well
advised to ensure they have eCommerce capabilities on their websites and online shopping
available, as well as convenient methods for shipping, as these are all bound to be a more
prevalent part of the shopping mix for Canadians.”
This release is based on the findings of an Ipsos Reid syndicated study, The Ipsos
Canadian Inter@ctive Reid Report, fielded June 27 to July 5, 2013 and released in 2013-
Issue 3. This online survey of 805 Canadian adults was conducted via Ipsos’ online panel.
The results are based on a sample where quota sampling and weighting are employed to
balance demographics and ensure that the sample's composition reflects that of the actual
Canadian population according to Census data. The precision of Ipsos online surveys is
measured using a Bayesian credibility interval. In this case, the survey is considered accurate
to within +/- 3.9 percentage points had all Canadian adults been polled. For a subset of 658
online Canadians who have purchased online in the past 12 months, the survey is considered
accurate to within +/- 4.4 percentage points.
For more information on the Ipsos Canadian Inter@ctive Reid Report, please visit www.ipsos.ca/reid/interactive.
For more information on this news release, please contact:
Senior Vice President
About Ipsos Reid
Ipsos Reid is Canada's market intelligence leader, the country's leading
provider of public opinion research, and research partner for loyalty and
forecasting and modelling insights. With operations in eight cities, Ipsos Reid
employs more than 600 research professionals and support staff in Canada.
The company has the biggest network of telephone call centres in the country,
as well as the largest pre-recruited household and online panels. Ipsos
Reid's marketing research and public affairs practices offer the premier suite
of research vehicles in Canada, all of which provide clients with actionable
and relevant information. Staffed with seasoned research consultants with
extensive industry-specific backgrounds, Ipsos Reid offers syndicated
information or custom solutions across key sectors of the Canadian
economy, including consumer packaged goods, financial services,
automotive, retail, and technology & telecommunications. Ipsos Reid is an
Ipsos company, a leading global survey-based market research group.
To learn more, please visit www.ipsos.ca.
Ipsos is an independent market research company controlled and
managed by research professionals. Founded in France in 1975, Ipsos has
grown into a worldwide research group with a strong presence in all key
markets. In October 2011 Ipsos completed the acquisition of Synovate. The
combination forms the world’s third largest market research company.
With offices in 85 countries, Ipsos delivers insightful expertise across six
research specializations: advertising, customer loyalty, marketing, media,
public affairs research, and survey management.
Ipsos researchers assess market potential and interpret market trends.
They develop and build brands. They help clients build long-term
relationships with their customers. They test advertising and study audience
responses to various media and they measure public opinion around the
Ipsos has been listed on the Paris Stock Exchange since 1999 and
generated global revenues of €1,789 billion (2.300 billion USD) in 2012.
Visit www.ipsos.com to learn more
about Ipsos’ offerings and capabilities.