20 percent of consumers choose to shop online using personal computers, reads PwC’s Total Retail Survey 2015, based on the answers of 19,000 shoppers all over the world.
10 percent of them shop via tablets, and 11 percent via mobile phones. Nevertheless, traditional shops are still consumers’ first choice. Although more and more consumers turn to mobile technology to shop, more than half (66 percent) fear that the security of their credit card data is at risk of being stolen.
“On the internet, the mobile phone device tends to become the main sales assistant, as shoppers claim a more personalised product experience. Thus, clients use mobile phones in order to research pricing, product characteristics and friends’ opinions regarding their experiences with those products. Social media is also a marketing tool, and its impact on online commerce is visible in Romania as well,” stated in a press release Mircea Bozga, Assurance Services partner with PwC Romania.
He added that businesses started to implement security measures in order to tackle cyber threats following the increase in mobile phone and tablet usage in daily activities. “EU regulations regarding data protection to be adopted in 2015 include among the security measures that businesses must take: insurance against cyber security incidents, implementing a risk assessment process and adopting a risk management program which should enable organizations to better manage security threats targeting data,” said Bozga.
The study also reveals that traditional payment methods prevail at the expense of mobile payments. Thus, the main payment method – credit cards – is prefered by 40 percent of shoppers, followed by debit cards (28 percent), cash payments (20 percent), invoice payments (6 percent), while mobile payments are prefered only by 3 percent of shoppers.
Moreover, according to the PwC survey, Facebook ranks first in the preferences of 52 percent of consumers when asked which social media channel they use during the online shopping process. Other frequently used social media channels are Google Plus (31 percent), Youtube (25 percent) and Twitter (14 percent).