I Report Main Findings: 4th Quarter 2014
Increase of seasonal online purchases from November
Clothing, Hotels, Cosmetics were among the first preferences
Increased purchases through Mobile and Tablet
Ryan & Aegean are rising
The results of the fourth quarter of 2014 of the subscription tool for measuring and analyzing online shopping in Cyprus - The I Report – were announced today by Evresis Research and Interactive Marketing Services Company, ImarComms.
The I Report tracked the online consumer behavior of the Cypriot consumer for the fourth quarter of 2014 with November recording the highest buying traffic from the rest months of the quarter with 51.8%. Also, December was very close with 50.1% while October recorded 43.3%.
Generally, online purchases rose to 34.4% with an increase of 1.4% from the previous quarter of 2014 and an increase of 0.7% from the corresponding period of 2013.
The I Report recorded a constant increase in the usage of mobile phones for online purchases reaching 26.2% of the total online shopping of the fourth quarter of 2014, while also continued increase was recorded on the purchases that were made through Tablet reaching 17.9%. The percentage of the purchases made via computer was reduced to 80.7%.
Also, 92.6% of online purchases were conducted from home and 12.4% from the office.
"The findings of the fourth quarter of 2014 show for the first time strong buying traffic in November as well, increasing the peak period of seasonal purchases for the winter," said Nicholas Nicholaou, Director of Evresis.
Regarding the categories and types of products purchased online, The I Report recorded:
- As first, the ‘Clothing’ Category with 48.5% with an increase of 0.9% from the previous quarter, with ‘Sportswear’ rising to 71.3% and ‘Work wear” reducing in 41.8%
- As second, the Category ‘Hotels’ with 29.5% and an increase of 3.7%
- As third, the category ‘Cosmetics’ with 20.9% and a rise of 1.4%
- As fourth, the category ‘Travel’ with 20.7% and an increase of 3.7%
Concerning the websites and online shops from where the purchase were made, The I Report recorded as first Ebay with 58.7% and 1.2% increase, as second Amazon with 25.3% and 3.3% decrease, and as third Asos with 15.2% and an increase of 1.3 %.
Ryan Air and Aegean followed with 10.5% and 9.4% respectively.
Also from other online shops, The I Report recorded in the Top Ten amongst others - Hotels.com with 7.7% and Feelunique.com with 7.4%.
"Unlike the same period of previous years, this quarter I Report recorded the preferences of consumers focusing more on Travel and Hotels increasing the season’s buying traffic from November, particularly from the age groups between 25-44 years old," said Pericles Ellinas, CEO of ImarComms.