Canadians slow to adopt smartphone shopping: survey

Smartphones may be getting faster and easier to use, but Canadian consumers are relying much more on regular computers and stores to buy stuff, a new survey shows.

A new comScore study says 51 per cent of shoppers prefer to buy products online using laptops and computers, while 36 per cent go to the physical location. Another 6 per cent shopped on their tablet devices, 5 per cent used their smartphone and a mere 1 per cent turned the classic print catalogue and called or ordered an item through the mail.

The survey shows how comfortable Canadians have become with online shopping. Still, we seem less interested in picking out goods on much smaller smartphone and tablet screens.

"Despite the increase in mobile adoption and apps being perceived as 'user friendly,' websites remain the most popular method to access online retailers in Canada today," the study says. "Brick and mortar stores also remain important: a third of Canadian online consumers prefer this method of access to retailers, twice the proportion of Mexican online consumers and in line with Americans."

Canadians who do shop online are also getting pickier, demanding free shipping and easy returns before hitting the “buy” button, says the study conducted for shipping company UPS Canada.

About 40 per cent of shoppers said they were unlikely to buy something if shipping fees were part of the sale, even if they could return for free in-store. What’s more, about 69 per cent of shoppers have added to their cart to qualify for free shipping, while about 65 per cent said they would shop more with a retailer if they offer hassle-free returns.

Consumers are looking for “channels, choices and convenience,” says Nicolas Dorget, vice president of customer solutions, UPS Canada.

“From mobile apps to social media platforms, today’s consumers value – and even expect – services to work together across the entire shopping continuum.”

The survey also shows 77 per cent of respondents were happy with their online shopping experience, in particular with the variety of products available. They were less happy with the control and flexibility of getting their goods.

The information is important for retailers who are constantly looking for new ways to lure customers, especially in Canada as competition increases with the entrance of Target, Wal-Mart, and other giant American retailers.

The comScore also says about 63 per cent of Canadians own smartphone and about 43 per cent have tablets.

We are also a more patient than our friends south of the border when it comes to receiving our purchases in the mail. The survey says Canadian shoppers are willing to wait nearly 10 days, almost three days more than Americans, for online deliveries to show up.

The study done in the spring analyzes data from a survey of more than 1,000 Canadian online shoppers who made at least two online purchases over three months. Among those surveyed, 20 per cent said they made two or three online purchases over a typical three-month period, while 40 per cent made four to six purchases and 40 per cent made seven or more.