Consumer research 2016: The attitude of the Czech population to online shopping

IN August 2016 we are in cooperation with by the research agency Ipsos prepared consumer research on the topic "The attitude of the Czech population to online shopping". The aim of the research was to find out what categories people buy on the Internet, what attitude they have towards Internet shopping or what their preferences are. It also offers a comparison with data from 2014, when we first conducted similar research.

The main findings of the 2016 consumer research:

• Positive attitude towards online shopping since 2014 increased from 83 % to 87 %.
• 84 % shoppers purchase goods on the Internet more often than a year ago (89 % in 2014).
• The personal computer still dominates when making purchases on the Internet, although shoppers aged 15-34 are increasingly using a mobile phone (16 % vs. 9 % for shoppers aged 35+).
• Untapped potential is offered by the Food and Hobby and Garden categories. In the mentioned categories, the attitude towards shopping on the Internet has improved since 2014, and at the same time, shoppers in these categories are missing more e-shops.
• Price is still one of the main purchase motivators, but its importance has slightly decreased.
• There is an interdependence between physical and online stores, when shoppers find out information on the Internet and look at the goods in a brick-and-mortar store before buying
• The comparison of competitive offers is also on the rise or finding information on the Internet via a mobile phone directly on the shop floor (35%).

For more information, you can view our infographic: