Most Maltese consumers have faith in payment gateway security, a Misco survey into the latest online shopping trends has found.

The study, ‘Misco Shopping Insights – Online Shopping’, conducted with marketing consultancy Corporate Identities, found more than 85 per cent of respondents bought a product or service online.

A survey of 400 randomly selected people aged 18 to 45, interviewed by telephone, analysed which products and services consumers were willing to buy online.

Misco director Lawrence Zammit explained the information was collated to provide local firms with data as they sought to further exploit the internet as a business tool.

He said the range of goods and services the Maltese shopped for virtually varied and pricing was a major factor in their decisions.

The research looks into the spread local online shopping platforms have gained, the impact of new media, and how consumers evaluated commercial messages received over the internet.

Asked about the popularity of Malta-based online shopping sites, Mr Zammit replied: “I believe one needs to look at this issue optimistically: The glass is to be seen as half full rather than half empty. Online shopping is expected to increase. Maltese businesses need to understand how they can generate more sales using this medium.

“Social networking sites and Maltese companies were the focus of a number of questions that formed part of this study. Respondents were asked whether they have ever purchased from social networking sites, how they are influenced by advertising through social networks, which items or services have they purchased from local online companies. We also gauged their interest in local companies’ websites.”

Mr Zammit said the study had revealed some “very interesting data” which would add value to the immediate and medium-term business decisions that might be taken by entrepreneurs and marketing executives.