The South Africa eCommerce Report April 2016 is brought to you by Visa.

E-COMMERCE
INDUSTRY REPORT
JUNE 2016

KEY FINDINGS
Effective Measure surveyed over 12,000 Internet users in South Africa on their online
shopping habits and uncovered the following key insights:
56% of respondents have shopped online.
48% are 25-44 years old.
Both men and women shop online.
Respondents live in Gauteng, KZN and the W Cape.
50% of respondents have a household income of
R20,000+.
The respondents are educated, with 58% having a post
matric qualification and they are economically active, with
over 60% working full-time.
57% are in a relationship or are married, and 20% have
children aged 4-10, while 21% have no children.
They are joint decision makers with 48% being a joint
decision maker and 40% being the main decision maker.
87% accessed the internet yesterday and 26% spend 5+
hours on the Internet on an average day - a significantly
higher proportion than those who spend 5+ hours a day
on TV, radio or print.
38% are accessing the Internet via a mobile phone and
29% access from a work or personal computer. 59% of
online shoppers prefer to do their online shopping on a
desktop computer or laptop and 27% prefer to use their
mobile phone.
55% are digital natives, being very similar to people who
are at ease with computers, cell phones and new
technology. 87% are very or quite similar.
Email, search, banking, social networking, checking the
weather and finding directions are the top six activities
that online shoppers partake in online.
56% shop weekly or monthly.
Books, tickets for events, travel tickets, hotel reservations
and DVDs, videos or music are the top five items they
purchased via the Internet.
59% say that an “on delivery” payment option would
motivate them to do more online purchases.
Source: Effective Measure, December 2015-March 2016www.effectivemeasure.com PAGE 1

KEY FINDINGS
Effective Measure surveyed over 12,000 Internet users in South Africa on their online
shopping habits and uncovered the following key insights:
58% of respondents prefer to pay on card and 23% would
prefer to pay on delivery.
Guaranteed returns at 41% is the overriding assurance
that would make them feel most comfortable shopping
online.
They felt most comfortable doing their first online payment
with bill payment merchants and least comfortable with
automobile merchants.
Travel tickets and books were the items most online
shoppers purchased last.
45% received their online purchases within 1-2 working
days. 74% received their purchase within 5 working days.
58% were very satisfied with the speed of delivery.
49% pay for delivery and 38% did not pay any delivery
fee. Of those that paid, 58% paid between R200-299.
Saving time, access to product reviews, special offers and
price comparisons are the four main reasons online
shoppers like to shop online.
72% use price comparison sites.
Cheaper or free delivery, a payment method they can
trust and an easy return policy are the three most
important improvements that would make them shop
online even more.
Credit cards, bank transfers and debit cards are their
preferred method of payment.
Purchase discounts is the overriding incentive which
would motivate online shoppers to do online shopping
with a card.
65% shop online occasionally or only for certain products
or services. 60% are happy with the level of online
shopping they are doing at the moment.

KEY FINDINGS:
A COMPARISON
TO AMPS DATA
To add a further dimension to the data, where appropriate the EM Online Survey data
has been compared to the AMPS data. In order to ensure similar comparable bases, a
base ﬁlter of “access the Internet ever” and “purchased online via a computer, laptop or
mobile phone” were used as the AMPS ﬁlters. The key differentiators are:
1
The AMPS data skews younger with 47% falling in the
20-34 age category vs. 48% of the EM survey being
25-44.
There were more male shoppers in the AMPS data at
54% vs. the EM survey at 51% male.
AMPS online shoppers are more likely to reside in
Gauteng at 48% and fewer reside in W Cape (11%) and
KZN (12%). The EM survey results show 44% residing in
Gauteng, 19% in W Cape and 15% in KZN.
48% of the AMPS online shopper base have a tertiary
qualification and 40% have matric. The EM respondents
have a higher education level, with 58% holding a tertiary
qualification.
54% of the AMPS online profile work full-time, whereas
64% of the EM respondent base work full-time. AMPS
shows a higher proportion of students at 17% vs. only 4%
of the EM online shopper base.
AMPS online shoppers are single at 51%, whereas the
majority of EM online shoppers are in a relationship at
57%.
80% of AMPS online shoppers accessed the Internet
yesterday. A larger proportion of EM online respondents
accessed the Internet yesterday at 87%.
EM online shoppers are significantly more inclined to be
very similar to people who are at ease with computers,
cell phones and new technology at 55%. Only 38% of the
AMPS online shopper base is very similar.

KEY INSIGHTS What about those who do not shop online?
Respondents tend to be female.
50% are 20-34 - respondents are younger.
47% reside in Gauteng and 13% in the W Cape.
Economics is clearly a motivator for not shopping online with 50%
having a household income of up to R11,999 and 20% being a
dependent, having no income or not working.
Far fewer hold a tertiary qualification at 35% vs. 58% of those who
do shop online.
Fewer work full-time at 43%, compared to 64% of online shoppers.
A significantly higher proportion are single.
Their children tend to be younger with 42% having
children aged 0-10 years.
77% accessed the internet yesterday - the time frame between
accessing the Internet is slightly longer.
They spend less time online with only 19% spending 5+ hours online
on an average day vs. 26% of online shoppers.
60% are accessing the Internet via their mobile device vs. only 38%
of online shoppers.
69% of those who do not shop online describe their attitude as “I’m
new to online shopping and still trying to find my way around.”
A smaller proportion of people are very similar to people who are at
ease with computers, cell phones and new technology at 39%.
41% don’t shop online because they are not used to it. 37% say they
prefer to touch and feel before purchasing.
53% of those who said they did not trust online payments indicated
zero liability or some form of online protection as a motivating factor
to engage in more online shopping.
58% say a delivery payment option would motivate them to do more
online payments.
43% prefer cash payments and 29% would prefer to pay by card.
Guaranteed returns (35%) is the overriding assurance that would
make them feel more comfortable shopping online.
Cheaper or free delivery, a payment method they can trust and
shorter delivery times are the three most important improvements
that they would like to see.
Purchase discounts are the biggest incentive which would motivate
them to make online purchases with a card. Loyalty points are
attractive to those who currently do not shop online vs. those who
do.

DEMOGRAPHICS

EM
AMPS
0.34%
15-17
0.66%
18-19 6.58%
20-24
11.84%
25-29
12.70%
30-34
11.93%
35-39
11.15%
40-44
9.68%
45-49
8.87%
50-54
7.95%
55-59
18.31%
60+
3.00%
15-17 5.81%
18-19
13.42%
20-24
15.48%
25-29
17.87%
30-34
12.90%
35-39
8.90%
40-44
8.17%
45-49
5.16%
50-54
3.94%
55-59
5.32%
60+
DEMOGRAPHICS AGE
25-44 year olds
represent 55% of online
shoppers.
The AMPS data skews
younger with 47% falling
into the 20-34 age range.
25-44 year olds represent
48% of online shoppers.

DEMOGRAPHICS GENDER
EMBoth men and women
shop online.
48.62%
Female
51.38%
Male
45.55%
Female
54.45%
Male
AMPSAMPS online shoppers are
predominantly male.

DEMOGRAPHICS LOCATION
AMPSEM
5.98% Eastern Cape
2.74% Free State
0.95% Northern Cape
43.75% Gauteng
15.31% KZN
4.35% Limpopo
4.70% Mpumalanga
3.51% North West
18.73% Western Cape
48.49% Gauteng
5.61% Eastern Cape
3.35% Free State
12.53% KZN
6.45% Limpopo
5.34% Mpumalanga
6.32% North West
0.59% Northern Cape
11.33% Western Cape
Online shoppers reside in the key economic powerhouses with 44% residing in
Gauteng, 19% in the Western Cape and 15% in Natal.
48% of AMPS online shoppers reside in Gauteng while 11% reside in the
Western Cape and 13% in Natal.

DEMOGRAPHICS HOUSEHOLD INCOME
AMPSEM50% of online shoppers have a household income of R20,000+. The AMPS data shows a higher proportion of online shoppers in the R30,000 - R49,999 household
income group at 22%. 56% of the AMPS online shopper base has a household income of
R20,000+.
8.93% R1 to R2,999
11.54% R3,000 to R5,999
14.68% R6,000 to R11,999
14.87% R12,000 to R19,999
14.55% R20,000 to R29,999
16.21% R30,000 to R49,999
19.22% R50,000+
1.78% R1 to R2,999
6.53% R3,000 to R5,999
17.60% R6,000 to R11,999
18.50% R12,000 to R19,999
14.96% R20,000 to R29,999
22.36% R30,000 to R49,999
18.28% R50,000+

DEMOGRAPHICS EDUCATION
EM
58% of online shoppers
have some form of tertiary
qualification.
AMPS
48% of AMPS online shoppers
have a tertiary qualification and
40% have a matric.
30.56%
Matric
30.19%
University Degree
27.54%
Technikon Diploma
or Artisan
Certificate
10.98%
Some High School
0.74%
No School
or Some
Primary
0.09%
No School
or Some
Primary
39.73%
Matric
22.35%
University Degree
25.70%
Technikon Diploma
or Artisan
Certificate
12.12%
Some High School

DEMOGRAPHICS WORK STATUS
AMPSEM64% of online shoppers work full-time. 54% of AMPS online shoppers work full-time. A far larger proportion are students at 17%.
3.76% Student or scholar
64.12%
8.29% Work part-time
7.90% Retired
7.05% Not working
8.88% Unemployed
54.44%
3.46% Retired
4.79% Not working
13.18% Unemployed
Work full-time or
self-employed
Work full-time or
self-employed

DEMOGRAPHICS MARITAL STATUS
EM57% of online shoppers are
either married, living
togteher or in a partnership.
AMPS51% of AMPS online
shoppers are single.
57.47%
Married, living
together or
partnership
33.54%
Single
8.99%
Divorced,
widowed or
separated
4.60%
Divorced,
widowed or
separated
51.00%
Single
44.40%
Married, living
together or
partnership

DEMOGRAPHICS CHILDREN
20% of online shoppers have children aged
4-10 in the home. 21% have no children.
21.44%
No Children
19.65%
4-10 years old
12.05%
19 years old 10.47%
11-14 years old
9.90%
0-3 years old
9.84%
15-18 years old

DEMOGRAPHICS DECISIONS
48%
Joint Decision Maker
40%
Main Decision Maker
12%
Someone Else

INSIGHTSINSIGHTS

INSIGHTS LAST INTERNET ACCESS
87% 80% 6% 14% 2% 2% 1% 0% 4% 1%
Yesterday Past 7 days Past 4 weeks 4-12 months ago Longer
AMPS
EM

INSIGHTS TIME SPENT ON MEDIA
Radio
29%
Under 30 minutes
22%
30 minutes - 1 hour
20%
1 - 2 hours
10%
2 - 3 hours
6%
3 - 5 hours
14%
5+ hours
15%
30 minutes - 1 hourTV
14%
Under 30 minutes
28%
1 - 2 hours
23%
2 - 3 hours
12%
3 - 5 hours
9%
5+ hours
Internet
7%
Under 30 minutes
12%
30 minutes - 1 hour
22%
1 - 2 hours
18%
2 - 3 hours
16%
3 - 5 hours
26%
5+ hours
Print
42%
Under 30 minutes
29%
30 minutes - 1 hour
18%
1 - 2 hours
6%
2 - 3 hours
3%
3 - 5 hours
3%
5+ hours
26% of online shoppers spend
5+ hours on an average day
accessing the Internet via a PC,
mobile device, or tablet - the
most time spent across all media.

INSIGHTS INTERNET ACCESS
38% access the Internet from their mobile phone and 29% accessed from a work or personal computer.
Mobile Phone 38%
Work or Personal
Laptop
Desktop Personal
Computer
Tablet
Other Device
Unsure
29%
18%
13%
1%
0%

INSIGHTS SIMILARITY TO THOSE WHO ARE AT EASE
WITH NEW TECHNOLOGY
55% 38% 32% 38% 10% 14% 3% 6%
Very similar Quite similar Not too similar Not at all
AMPS
EM
The EM survey shows that
55% are digital natives and
are very similar to people
who are at ease with comput-
ers, cell phones and new
technology, whereas the
AMPS data shows a lower
proportion at only 38%.

INSIGHTS ONLINE ACTIVITIES
75% 68% 63% 56% 53% 49% 48% 46% 46% 45% 45% 39% 37% 35% 32% 32% 31% 25% 22% 20% 18% 17% 14% 12% 9% 5% 3%
Send/receiveemail
Search
Banking
Socialnetworking
Checkingweather
Usemaps
Accessarticles
Downloadapps
Travelbookings
Instantmessaging
Readnewspaper/magazines
Accessclassifieds
Accesslistingsites
Entertainmentbookings
Streamvideos
Musicdownloads
Onlinecalls
Subscriptions
Playgames
Listentoradio
Accessauctionsites
StreamTV
Other
Podcasts
Sharetrading
Dating
Gambling

ONLINE SHOPPING

SHOPPING FREQUENCY
56% are shopping online on a weekly
or monthly basis vs. 45% who shop
online on a yearly basis.
14%
at least once
a week
19%
a couple of
times a month
23%
about once
a month
30%
a couple of
times a year
15%
once a year
or less

SHOPPING ITEMS BOUGHT
29% 28% 28% 22% 22% 19% 16% 16% 14% 12% 12% 10% 9% 9% 9% 8% 7% 7% 7% 7% 5% 3% 3%
Books
Ticketsforevents
Traveltickets
Hotelreservations
Entertainmentitems
Software
Holidaypackages
Clothesandacccessories
Flowersandgifts
Toysandgames
Healthandbeauty
Computers
Digitalmobileaccessories
Food
Vehicles
Massmarketelectronics
Sportsattire
Realestateandproperty
Videogames
None
Webhostingservices
Alcoholicbeverages
Art

SHOPPING PAYMENT PREFERENCES
59%
An “on delivery”
payment option
would motivate me
41%
An “on delivery”
payment option
would not affect me
59% of online shoppers say that an “on delivery” payment option would
motivate them to do more online purchases.
48%
prefer to pay
by card
48% of online shoppers prefer to
pay by card while 23% would
23%
prefer to pay
on delivery
14%
prefer to pay
by cash
10%
prefer to pay
in-app
5%
prefer to pay
by other means
Credit cards, bank transfers and
debit cards are online shoppers’
preferred methods of payment
when shopping online.
25%
debit card
9%
PayPal
6%
Loyalty points
6%
Other
39%
Credit card
31%
Bank transfers

SHOPPING ASSURANCES
Guaranteed returns at 41% is the overriding
assurance that would make online shoppers
feel more comfortable shopping online.
14%
Cash
18%
Trust mark
27%
Card
41%
Guaranteed returns

SHOPPING ONLINE PAYMENT COMFORT
Online shoppers felt more comfortable doing their first online payment with bill payment merchants, holiday and airline, cinemas and ticketing and
online retail merchants. Only 7% said they feel most comfortable with automobile merchants.
Bill payments 48%
Holidays and airlines
Cinemas and ticketing
Online retailers
Electronics and
technology
Music, apps, and
games
38%
32%
27%
24%
23%
Restaurant and
takeaways
20%
Gifts 18%
Automotive 7%

SHOPPING LAST THING PURCHASED
20% 20% 13% 12% 11% 11% 11% 10% 8% 7% 7% 7% 6% 6% 6% 5% 5% 4% 4% 4% 2% 2% 2% 1%
Traveltickets
Books
Eventtickets
Clothesandaccessories
Hotelreservations
Other
DVDs,videos,ormusic
Software
Holidaypackage
Food
Healthandbeauty
Flowersandgifts
Massmarketelectronics
Digitalmobileaccesories
Computers
Toysandgames
Sportsattire
Vehicles
Videogames
Householditems
Hostingservices
Realestateandproperty
Alcoholicbeverages
Art

SHOPPING DELIVERY TIME
45% of online shoppers received
their online purchase within 1-2
working days. 74% received
theirs within 5 working days.
29%
3-5 working days
to deliver
58% were very satisfied with the speed of delivery.
Very satisfied with
speed of delivery
58%
Fairly satisfied with
speed of delivery
Neither satisfied nor
dissatisfied with speed
of delivery
Fairly dissatisfied with
speed of delivery
Very dissatisfied with
speed of delivery
30%
6%
3%
3%
13%
5-10 working days
to deliver
13%
10+ working days
to deliver
45%
1-2 working days
to deliver

SHOPPING DELIVERY CHARGES
49%
Paid for delivery
38%
Didn’t pay for delivery
13%
Don’t remember
9% 11% 29% 11% 23% 19% 16% 8% 3% 19%
Less than R30
49% paid for delivery and 38% did not pay any delivery fee.
R30-R50 R51-R99 R100-R199 R200-R499 R500-R999 R1,000-R2,999 R3,000-R9,999 Over R10,000 Don’t remember
58% paid between
R200 and R299 for the
delivery of their online
purchase.

SHOPPING MOTIVATIONS
Saving time, access to product reviews, special offers and price comparisons are the four main reasons that online shoppers like to shop online.
Convenience - time 58%
Access to consumer
product reviews
Special offers
Price comparisons
Convenience - location
Choice
55%
42%
42%
40%
29%
Cheaper than physical
stores
27%
Other 7%

SHOPPING PRICE COMPARISON SITES
72%
use price
comparison websites
19%
don’t use price
comparison websites
8%
are not sure if they
use price
comparison websites

SHOPPING IMPROVEMENTS
58% 48% 39% 32% 31% 28% 24% 22% 11% 6%
Cheaper or free
delivery
A payment
method that I
can trust
Possibility to
return products
or easy return
process
Shorter
delivery times
Loyalty rewards Easier-to-use
websites
Better
availability of
product
information
More information
about special offers
and promotion or
advertising
Better
packaging
If more of my
friends or
family do it
Cheaper or free delivery,
a payment method they
can trust and an easy
return policy are the
three most important
improvements that would
make them shop online
more.

SHOPPING CARD MOTIVATIONS
Purchase discounts are the
overriding incentives which would
motivate online shoppers to do
online purchases with a card.
54%
Purchase discounts
34%
Loyalty points
25%
Higher card
rewards
25%
Shipping
discounts

SHOPPING SHOPPING HABITS
65% 60% 33% 21% 15% 7%
I shop online
occasionally
or only for
certain products
and services
I am happy
with the level of
online shopping
I do at the
moment
In the near
future, I will
definitely be
shopping online
more than I
do now
I’m new to
online shopping
and am still
trying to find my
way around
I try to buy
as much online
as I can
I will be
shopping online
less in the
future
65% of online shoppers shop
occassionally or only for
certain products or services.
60% are happy with the level
of online shopping that they
are doing at the moment.

SHOPPING DEVICE PREFERENCE
59%
prefer to shop using
their desktop
computer or laptop
27%
their mobile phone
14%
their tablet

THOSE WHO NEVER
SHOP ONLINE

OFFLINE SHOPPERS GENDER
ONLINE
SHOPPERS
OFFLINE
SHOPPERS
51.38%
Male
47.80%
Male
48.62%
Female
52.20%
Female
Women are less likely to be online shoppers.

OFFLINE SHOPPERS AGE
ONLINE
SHOPPERS
0.34%
15-17
0.66%
18-19 6.58%
20-24
11.84%
25-29
12.70%
30-34
11.93%
35-39
11.15%
40-44
9.68%
45-49
8.87%
50-54
7.95%
55-59
18.31%
60+
OFFLINE
SHOPPERS
50% of those that who do not shop online are
20-34 years old. This could be attributed to
respondents not having yet acquired the financial
services often required for online payments.
0.29%
15-17
1.31%
18-19
19.38%
25-29
13.26%
20-24
12.24%
35-39
9.80%
40-44
6.94%
45-49
5.85%
50-54
4.29%
55-59
8.82%
60+
17.82%
30-34

OFFLINE SHOPPERS LOCATION
OFFLINE SHOPPERSONLINE SHOPPERS
5.98% Eastern Cape
2.74% Free State
0.95% Northern Cape
43.75% Gauteng
15.31% KZN
4.35% Limpopo
4.70% Mpumalanga
3.51% North West
18.73% Western Cape
47.27% Gauteng
7.17% Eastern Cape
4.49% Free State
7.64% KZN
7.34% Limpopo
7.01% Mpumalanga
4.49% North West
1.52% Northern Cape
13.07% Western Cape
Online shoppers reside in the key economic powerhouses, with 44% residing in
Gauteng, 19% in the Western Cape and 15% in Natal.
47% of those that don’t shop online reside in Gauteng and 13% reside in the
Western Cape.

OFFLINE SHOPPERS INCOME
OFFLINE SHOPPERSONLINE SHOPPERS50% of online shoppers have a household income of R20,000+. Economics is clearly a contributing factor to not shopping online with 50% having a household
income of up to R11,999 and 20% being a dependent, having no income or not working.
8.93% R1 to R2,999
11.54% R3,000 to R5,999
14.68% R6,000 to R11,999
14.87% R12,000 to R19,999
14.55% R20,000 to R29,999
16.21% R30,000 to R49,999
19.22% R50,000+
15.23% R1 to R2,999
18.29% R3,000 to R5,999
15.38% R6,000 to R11,999
8.50% R12,000 to R19,999
6.29% R20,000 to R29,999
4.45% R30,000 to R49,999
2.56% R50,000+
3.86% Dependent, no income, or don’t work
4.63% Prefer not to say
20.47%
8.84% R50,000+
Dependent, no
income or don’t work

OFFLINE SHOPPERS EDUCATION
ONLINE
SHOPPERS58% of online shoppers
have some form of tertiary
qualification.
OFFLINE
SHOPPERS
46% of those that who do not shop online have a
matric. A much lower proportion have a university
degree than those who do shop online.
30.56%
Matric
30.19%
University Degree
27.54%
Technikon Diploma
or Artisan
Certificate
10.98%
Some High School
0.74%
No School
or Some
Primary
1.33%
No School
or Some
Primary
45.96%
Matric
10.62%
University Degree
24.06%
Technikon Diploma
or Artisan
Certificate
18.04%
Some High School

OFFLINE SHOPPERS WORK STATUS
OFFLINE SHOPPERSONLINE SHOPPERS64% of online shoppers work full-time. 45% work full-time. 36% are unemployed or not working - a significantly higher proportion of those
that do shop online. This confirms that economics plays a significant role in respondents not
shopping online.
64.12%
7.90% Retired
7.05% Not working
8.88% Unemployed
42.83%
4.75% Retired
13.06% Not working
22.69% Unemployed
Work full-time or
self-employed
Work full-time or
self-employed

ONLINE
SHOPPERS
57.47%
Married, living
together or
partnership
33.54%
Single
8.99%
Divorced,
widowed or
separated
OFFLINE SHOPPERS MARITAL STATUS
A significantly higher proportion of those
who do not shop online are single at 53%.
OFFLINE
SHOPPERS
53.31%
Single
8.07%
Divorced,
widowed or
separated
38.62%
Married, living
together or
partnership

OFFLINE SHOPPERS CHILDREN
20% of online shoppers have children aged
4-10 in the home. 21% have no children.
21.44%
No Children
19.65%
4-10 years old
12.05%
19 years old
10.47%
11-14 years old
9.90%
0-3 years old
9.84%
15-18 years old
15.54%
No Children
27.88%
4-10 years old
13.15%
19 years old
13.71%
11-14 years old
14.34%
0-3 years old
12.16%
15-18 years old
ONLINE
SHOPPERS
Those who do not shop online tend to have
younger children, with 42% having children
aged 0-10 years.
OFFLINE
SHOPPERS

OFFLINE SHOPPERS DECISIONS
48%
40%
Main Decision Maker
12%
Someone Else
44%
33%
Main Decision Maker
22%
Someone Else
ONLINE SHOPPERS48% are joint decision makers and 40% are the main decision maker.
OFFLINE SHOPPERS44% are joint decision makers. 22% indicate someone else as the decision maker. A significantly higher proportion compared to those who shop online.

OFFLINE SHOPPERS LAST ONLINE
87% 77% 6% 12% 2% 4% 1% 2% 4% 5%
Yesterday Past 7 days Past 4 weeks 4-12 months ago Longer
Offline
shoppers
Online
shoppers

OFFLINE SHOPPERS TIME ON MEDIA
14%
13%
15%
13%
28%
25%
23%
22%
12%
13%
9%
13%
Under 30 minutes
30 minutes - 1 hour
1 - 2 hours
2 - 3 hours
3 - 5 hours
5+ hours
Offline
shoppers
Online
shoppers
TV
7%
14%
12%
18%
22%
21%
18%
17%
16%
11%
26%
19%
Under 30 minutes
30 minutes - 1 hour
1 - 2 hours
2 - 3 hours
3 - 5 hours
5+ hours
INTERNET
42%
36%
29%
26%
18%
23%
6%
8%
3%
5%
3%
3%
Under 30 minutes
30 minutes - 1 hour
1 - 2 hours
2 - 3 hours
3 - 5 hours
5+ hours
PRINT
29%
29%
22%
18%
20%
22%
10%
10%
6%
6%
14%
15%
Under 30 minutes
30 minutes - 1 hour
1 - 2 hours
2 - 3 hours
3 - 5 hours
5+ hours
RADIO

OFFLINE SHOPPERS INTERNET ACCESS
ONLINE
SHOPPERS
OFFLINE
SHOPPERS
38%
Mobile phone
29%
Laptop
18%
Desktop
13%
Tablet
1%
Don’t know
60%
Mobile phone
14%
Laptop
14%
Desktop
9%
Tablet
1%
Don’t know
2%
Other

OFFLINE SHOPPERS SIMILARITYTO THOSE WHO ARE AT EASE
WITH NEW TECHNOLOGY
55% 39% 32% 36% 10% 19% 3% 6%
Very similar Quite similar Not too similar Not at all
Offline shoppers
Online shoppers
Comparing against those
who do shop online, a
significantly lower percentage
(39%) of online shoppers are
very similar to those who are
at ease with computers. A
higher proportion at 19%, are
not too similar.

OFFLINE SHOPPERS ONLINE ACTIVITIES75% 68% 63% 56% 53% 49% 48% 46% 46% 45% 45% 39% 37% 35% 32% 32% 31% 25% 22% 20% 18% 17% 14% 12% 9% 5% 3%
Send/receiveemail
Search
Banking
Socialnetworking
Checkingweather
Usemaps
Accessarticles
Downloadapps
Travelbookings
Instantmessaging
Readnewspaper/magazines
Accessclassifieds
Accesslistingsites
Entertainmentbookings
Streamvideos
Musicdownloads
Onlinecalls
Subscriptions
Playgames
Listentoradio
Accessauctionsites
StreamTV
Other
Podcasts
Sharetrading
Dating
Gambling
Offline
shoppers
Online
shoppers
57% 49% 27% 37% 28% 21% 22% 30% 10% 35% 23% 20% 25% 6% 13% 20% 9% 8% 14% 8% 4% 5% 9% 4% 3% 3% 2%

OFFLINE SHOPPERS REASONING
The two overriding reasons that respondents do not shop online is that they are not used to it (41%), or they prefer to touch and feel before they
buy (37%). Instilling confidence in consumers about the ease of online shopping would most certainly help convert them to online shoppers.
I’m just not used to it 41%
I prefer to touch and
feel before I buy
I do not trust online
payment
I do not trust the sites
I’m afraid the products
will not suit me
I’m not very confident
using the Internet
37%
23%
17%
11%
8%
Delivery is too
expensive
8%
I’m not sure if I can
return the products
7%
Long delivery times 4%
Products don’t interest
me
4%

OFFLINE SHOPPERS MOTIVATIONS
53%
Yes
47%
No
Out of those offline shoppers who said they did not
trust online payments, a small majority of 53% said that
zero liability or some other form of online protection
would motivate them to purchase online more often.
58%
No
42%
Yes
58% say that an “on delivery”
payment option would not motivate
them to purchase online more often.

OFFLINE SHOPPERS PAYMENT METHOD
48%
prefer to pay
by card
48% of online shoppers prefer to
pay by card and 23% would
23%
prefer to pay
on delivery
14%
prefer to pay
by cash
10%
prefer to pay
in-app
5%
prefer to pay
by other means
ONLINE
SHOPPERS
43% of those who do not shop online prefer cash
payments. 29% would prefer to pay by card
compared to 48% of online shoppers. The
preference for cash could be due to the younger
profile of those who do not shop online and do not
have access to credit cards yet.
OFFLINE
SHOPPERS
29%
prefer to pay
by card
18%
prefer to pay
on delivery43%
prefer to pay
by cash
2%
prefer to pay
in-app
8%
prefer to pay
by other means

OFFLINE SHOPPERS ASSURANCES
Guaranteed returns at 41% is the overriding
assurance that would make online shoppers
feel more comfortable shopping online.
14%
Cash
18%
Trust mark
27%
Card
41%
Guaranteed returns
ONLINE
SHOPPERS OFFLINE
SHOPPERSGuaranteed returns at 35% is the overriding
assurance that would make offline shoppers feel
more comfortable shopping online, along with
cash also at 35%. Cash carries a much higher
weighting with those that do not shop online
compared to those who do.
35%
Guaranteed returns
35%
Cash
9%
Trust mark
21%
Card

OFFLINE SHOPPERS PAYMENT COMFORT
Bill payments Holidays and airlines Restaurant and takeaway Music/apps/games Electronics Cinemas and ticketing Gifts Online retailers Automotive
48% 35% 38% 19% 20% 19% 23% 15% 24% 15% 32% 14% 18% 13% 27% 10% 7% 5%
Offline
shoppers
Online
shoppers
Both those who shop online
and those who do not, feel
most comfortable doing their
first online payment with bill
payment merchants. Those
who do not shop online feel
significantly less comfortable
with online retailers at 10%
vs 27% of those who do shop
online.

OFFLINE SHOPPERS IMPROVEMENTS
Cheaper or free
delivery
58% 52% 48% 47% 32% 33% 28% 31% 39% 29% 32% 14% 22% 23% 24% 23% 6% 16% 11% 15%
Offline
shoppers
Online
shoppers
Cheaper or free
delivery, a
payment method
they can trust,
and shorter
delivery times
are the three
most important
improvements
that would make
those who do not
shop online
begin to do so.
A payment method
that I can trust
Shorter delivery
times
Easier-to-use
websites
Possibility to return
products or easy
return process
Loyalty rewards More information
about special offers
and promotional
advertising
Better availability
of product
information
If more of my friends
or family did it
Better
packaging

OFFLINE SHOPPERS CARD MOTIVATIONS
54%
Purchase discounts
34%
Loyalty points
25%
Higher card
rewards
25%
Shipping
discounts
ONLINE
SHOPPERS
OFFLINE
SHOPPERS
38%
Purchase discounts
30%
Loyalty points
18%
Higher card
rewards
14%
Shipping
discounts
Purchase discounts are the overriding incentive
which would motivate both online and offline
shoppers to do online purchases with a card.
Loyalty points are of larger significance for those
who do not shop online than for those who do.

OFFLINE SHOPPERS SHOPPING HABITS
65% 22% 60% 33% 33% 31% 21% 69% 15% 0% 7% 35%
Offline
shoppers
Online
shoppers
69% of those who do not
shop online describe their
attitude towards online
shopping as, “I’m new to
online shopping and am still
trying to find my way around.”
I shop online
occassionally
or only for
certain products
and services
I am happy
with the level of
online shopping
I do at the
moment
In the near
future, I will
definitely be
shopping online
more than I
do now
I’m new to
online shopping
and am still
trying to find my
way around
I try to buy
as much online
as I can
I will be
shopping online
less in the
future

APPENDIX SURVEY DEMOGRAPHICS
Age Provincal Location Education Level
15-17 0.31% Eastern Cape 6.20% No school or some primary 1.01%
18-19 0.93% Free State 3.35% Some high school 14.29%
20-24 9.36% Gauteng 43.19% Matric 37.78%
25-29 14.90% KZN 16.03% Technikon diploma/Artisan certificate 25.91%
30-34 14.71% Limpopo 5.41% University degree 21.01%
35-39 11.86% Mpumalangaga 5.45%
40-44 10.38% North West 3.76%
45-49 8.33% Northern Cape 1.15%
50-54 7.42% Western Cape 15.46%
55-59 6.24%
60+ 13.90%
Prefer not to say 1.66%
Monthly Household Income Work Status Field of Employment
R1 - R2,999 7.81% Student/scholar 3.44% Administrative and managerial 19.88%
R3,000 - R5,999 9.64% Work full-time/self employed 38.58% Agriculture 1.53%
R6,000 - R11,999 9.65% Work part-time 6.69% Artisans related 4.05%
R12,000 - R19,999 7.44% Retired 4.58% Clerical and sales 6.90%
R20,000 - R29,999 6.61% Not working 7.03% Production and mining 3.60%
R30,000 - R49,999 6.52% Unemployed 10.94% Professional and technical 16.99%
R50,000 - R69,999 2.91% Service 7.20%
R70,000+ 3.92% Transport and communications 5.59%
Dependent/no income/don’t work 9.65% Not working 12.33%
Prefer not to say 35.86%
13,975 survey responses including 8,246 mobile (59%) and 5,731 desktop (41%) from South Africa. The survey ran between December 2015 and March 2016.

ABOUT
Effective Measure is a leading provider of digital audience, brand and
advertising effectiveness measurement and targeting solutions, bringing
best practice online measurement data to premium publishers, agencies,
networks, advertisers and researchers. The EM solutions offer brands, media
and agencies invested in Oceania, Europe, Southeast Asia, Middle East North
Africa and South Africa, a clear insight into their online audience and the
ever-growing Internet population. www.effectivemeasure.com.
ABOUT EFFECTIVE MEASURE
The Interactive Advertising Bureau South Africa, formerly the DMMA, is an
independent, voluntary, non-profit association focused on growing and
sustaining a vibrant and profitable digital industry within South Africa. The
IAB South Africa represents the digital industry across all sectors including the
media, the marketing community, government and the public, and also acts as
the channel through which international bodies can enter the South African
digital market. The IAB South Africa currently represents over 96 local online
publishers and over 93 creative, media and digital agencies, between them
accounting for more than 16 million local unique browsers and 440 million page
impressions. The IAB South Africa strives to provide members with a platform
through which they can engage, interact and address digital issues of common
interest, thereby stimulating learning and commerce within the South African
digital space.
To find out more about the IAB South Africa, visit the website www.dmma.co.za,
Like them on Facebook https://www.facebook.com/thedmma or follow @iab_sa
on Twitter.
ABOUT THE IAB SOUTH AFRICA
Visa Inc. (NYSE: V) is a global payments technology company that connects
consumers, businesses, financial institutions, and governments in more than 200
countries and territories to fast, secure and reliable electronic payments. We operate
one of the world’s most advanced processing networks — VisaNet — that is
capable of handling more than 65,000 transaction messages a second, with fraud
protection for consumers and assured payment for merchants. Visa is not a bank and
does not issue cards, extend credit or set rates and fees for consumers. Visa’s
innovations, however, enable its financial institution customers to offer consumers more
choices: pay now with debit, pay ahead with prepaid or pay later with credit products.
For more information, visit usa.visa.com/about-visa, visacorporate.tumblr.com and
@VisaNews.
ABOUT VISA

The South Africa eCommerce Report April 2016 is brought to you by Visa.

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (20)

Similar to The South Africa eCommerce Report April 2016 is brought to you by Visa.

Similar to The South Africa eCommerce Report April 2016 is brought to you by Visa. (20)

More from Digital Strategist

More from Digital Strategist (9)

Recently uploaded

Recently uploaded (20)

The South Africa eCommerce Report April 2016 is brought to you by Visa.