An e-commerce study conducted on behalf of Mastercard Austria has revealed some interesting insights on the payment and purchasing behavior of Austrians when shopping online.
According to the study, 71% of respondents have been shopping more online since the pandemic, this shows how coronavirus has pushed ecommerce in the country just like it has in many other places across the world.
The data also shows that 85% of the respondents state that they shop online at least once a month with most of them making two to three online purchases per month. 42% buy weekly or even more often and When choosing how to pay online, Austrians decide primarily on the basis of security criteria.
Credit cards & purchase on account
The results show that the most common payment methods in e-commerce in Austria are purchase on account (88%), credit card payment (74%) and direct debit and direct debit (73%), followed by Klarna Sofortüberweisung (62%), prepayment (59 %), Paypal via bank account (48%). Innovative forms of payment such as Apple Pay bring up the rear with only 16%. When it comes to frequency of use, the credit card comes out on top – 31% say they use it very often or often. Second and third place in terms of frequency are purchase on account and PayPal – 29% and 20% respectively state that they choose these means of payment very often or often.
What are Austrians buying?
The findings show that the most popular group of goods in e-commerce in Austria are electrical goods. Almost two thirds of Austrians (62%) buy them online. 61% of Austrian consumers also shop for fashion and clothing online. 58% buy books, board games and children’s toys online, followed by travel, flight and hotel bookings (54%) and tickets for cultural events (54%). 36% of Austrians also use delivery services, for example for restaurant orders or food deliveries. Streaming services are also an important branch of e-commerce and have become indispensable for Austrians: Almost half of Austrians (47%) purchase streaming services such as Netflix or Spotify. 38% also make in-app purchases, e.g. in the area of gaming or subscription purchases.
