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Survey: Online shopping in Canada

The NPD Group of Toronto has released the results of a survey into online shopping behaviour in Canada. According to the survey, consumers between the ages of 25 and 34 reported the greatest number of online purchases, while Canadians between the ages of 18 and 24 were described as the "most active" online users. Seventy-one percent of respondents participate in social networking sites, while two-thirds reported having read or posted content online about a preferred brand. Consumers over the age of 55 are the least likely to research or purchase products online. Seventy-one per-cent of consumers reported the ease of research and comparison shopping as their primary reason for shipping online, while 63% citing to savings in time and effort and 60% cited reduced prices. Over half of the respondents expected online prices to be lower than those in a physical store. Half of online shoppers reported going directly to an e-commerce website without going through a search engine. "Access to retailer and manufacturer websites has already changed the way people approach buying new products, particularly among younger Canadians," said Pam Buckley, retail business group director at The NPD Group. "Knowing this, it is important for retailers to understand what is working and what is not, and where there is an opportunity to convert shoppers into buyers. This report takes a close look at early adopters whose characteristics and traits will allow us to better understand how to target online shoppers."

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