More than three-quarters of consumers across all age cohorts in Malta and Gozo are using the Internet for their shopping, according to a survey commissioned by the Malta Communications Authority. Whilst a laptop/desktop persists as the main device for accessing the Internet by the majority of internet users, smartphones and tablets are growing in popularity with increases of 29% and 17% respectively over two years.

70% of users used the Internet as the first port of call for searching for products and/ or retailers before purchasing, regardless whether the transaction is eventually completed online or in a brick ‘n’ mortar environment.

87% of internet users are active on social media, especially Facebook. Apart from the traditional activities of status updates and the sharing of photos and videos which continue to rank high, consumers are also eagerly using social media channels in their purchasing decision-making process.

Around 1 out of 6 consumers follow favourite brands and look-up peer and expert reviews prior to purchasing, whilst more than half of those active on social media, like and/or share a product, brand or retailer and expect to be informed of promotional offers.

The study also found that 31% of those active on social media, post positive and/or negative comments about their experience with a product or retailer, and hence influence other consumers’ purchasing decisions.

78% of internet users have become digital buyers, with the majority claiming to have carried out an online purchase in the three months prior to the survey.

More than half of digital buyers prefer to use eCommerce marketplaces to conduct their initial research, with 42% of these turning to search engines as a secondary option. Only 19% initiate their shopping process on search engines. The younger generations are the ones more likely to refer directly to a retailer’s website, although not to the same extent as they do with online marketplaces and search engines.

The number of consumers that are purchasing online around two to three times a month has increased to 33% from 20% in 2014. Those that purchase online on a weekly basis, now reaches 13%, a significant increase from the 3% registered in 2014. 80% of digital buyers prefer a laptop/desktop as the device of choice.

Slightly less than a third of digital buyers that are purchasing online are purchasing from local websites, with sales mainly restricted to event tickets, flights and accommodation. On a positive note, however, there has been a general increase across many of the items bought locally. 80% of digital buyers purchasing online would be encouraged to buy from local websites if the delivery was offered for free and/or done more rapidly.

80% of digital buyers purchasing online said they would be encouraged to buy from local websites if the delivery was offered for free and/or done more rapidly.

77% of online purchases from overseas website were clothes and shoes, followed by holiday accommodation and flight tickets, both at 74%. The items which have significantly increased are the other travel arrangements (car hire, excursions, trains/buses, etc), from 12% in 2014 to 59% and events, from 12% in 2014 to 47%.

The full report may be accessed at: http://www.mca.org.mt/sites/default/files/InternetandeCommerceUsebyConsumers2017.pdf