More than two-thirds of South Africans surveyed by the 2012 Cisco Connected World Technology Report (CCWTR) are relying on Internet retail sites to do their shopping.
The study also shows that:
* 59% will share their e-mail address to get discounts and sales notices;
* 65% rely on customer reviews for online shopping; and
* 82% do not trust most Internet sites to keep data secure.
The results for South Africa are based on a survey commissioned by Cisco of 1 800 Generation Y (Gen Y) university students and young professionals, aged 18 to 30, across 18 countries.
The report examines how this generation uses the Internet to connect with the world around them, and reveals their behaviours, attitudes, issues and concerns about the creation, access, management and privacy of the enormous amounts of data being generated daily by smartphones, sensors, video cameras, monitors and other connected devices.
Highlights of the survey include:
* Privacy versus coupons and discounts – nearly 60% of South African respondents are willing to share their e-mail address with stores and online sites in order to receive notices about discounts and sales. However, a very small percentage of these consumers would be willing to share their phone number, home address, or similar information.
* The importance of online reviews – 65% report using online reviews at least occasionally when making purchasing decisions. However of all the consumers surveyed worldwide, South Africans were found to be least likely to use online reviews prior to making purchases, as more than one third indicated they rarely or never do so.
* Tracking and analysing consumer activity – the growing interest and reliance on Internet retail sites means that there is an increase in online data, presenting greater opportunities for marketing and sales campaigns that are based on analysing, correlating and cross-referencing consumer data. Big data analysis is being adopted at a rapid rate by retailers, both for retail stores and online sites.
Almost half of the South African respondents are conscious that many stores are likely to track and analyse customer activity and shopping habits, but most express their disapproval of the idea. A quarter of the respondents was unaware of such monitoring and also expressed their distaste for it.
* Lack of consumer trust – although consumers love the convenience of online shopping, over four out of five Gen Y respondents globally stated that they do not trust most Internet sites to keep their private data safe.
“Online shopping has become increasingly popular in South Africa, however the country is only now catching up with the rest of the world and the findings of this research demonstrate this. This shopping trend is set to grow from strength to strength given the increased convenience and flexibility it offers consumers,” says Alpheus Mangale, MD of Cisco in South Africa.
“In order for South Africans retailers to be able to benefit even more, Cisco believes that the right network and technology infrastructure needs to be in place in order for them to fully take advantage online shopping.”
* 59% will share their e-mail address to get discounts and sales notices;
* 65% rely on customer reviews for online shopping; and
* 82% do not trust most Internet sites to keep data secure.
The results for South Africa are based on a survey commissioned by Cisco of 1 800 Generation Y (Gen Y) university students and young professionals, aged 18 to 30, across 18 countries.
The report examines how this generation uses the Internet to connect with the world around them, and reveals their behaviours, attitudes, issues and concerns about the creation, access, management and privacy of the enormous amounts of data being generated daily by smartphones, sensors, video cameras, monitors and other connected devices.
Highlights of the survey include:
* Privacy versus coupons and discounts – nearly 60% of South African respondents are willing to share their e-mail address with stores and online sites in order to receive notices about discounts and sales. However, a very small percentage of these consumers would be willing to share their phone number, home address, or similar information.
* The importance of online reviews – 65% report using online reviews at least occasionally when making purchasing decisions. However of all the consumers surveyed worldwide, South Africans were found to be least likely to use online reviews prior to making purchases, as more than one third indicated they rarely or never do so.
* Tracking and analysing consumer activity – the growing interest and reliance on Internet retail sites means that there is an increase in online data, presenting greater opportunities for marketing and sales campaigns that are based on analysing, correlating and cross-referencing consumer data. Big data analysis is being adopted at a rapid rate by retailers, both for retail stores and online sites.
Almost half of the South African respondents are conscious that many stores are likely to track and analyse customer activity and shopping habits, but most express their disapproval of the idea. A quarter of the respondents was unaware of such monitoring and also expressed their distaste for it.
* Lack of consumer trust – although consumers love the convenience of online shopping, over four out of five Gen Y respondents globally stated that they do not trust most Internet sites to keep their private data safe.
“Online shopping has become increasingly popular in South Africa, however the country is only now catching up with the rest of the world and the findings of this research demonstrate this. This shopping trend is set to grow from strength to strength given the increased convenience and flexibility it offers consumers,” says Alpheus Mangale, MD of Cisco in South Africa.
“In order for South Africans retailers to be able to benefit even more, Cisco believes that the right network and technology infrastructure needs to be in place in order for them to fully take advantage online shopping.”