CashU survey shows startling trends in Internet purchases
DUBAI: More and more online buyers in the Middle East are opening their wallets to snap up books, gifts and computer software through the Internet, according to an interesting survey of online buying habits carried out by cashU.com (www.cashu.com), the leading and most popular Internet payment system in the Arab world.
Supported by sales statistics of products and services sold through the vast cashU network of international retailers and online buyers, the study found that books and gifts accounted for more than 57 per cent of the total online sales last year, with 33.8 per cent of the buyers purchasing a diverse range of English and Arabic book titles. Other popular items were gift items (23%), computer software (19%), music & videos (9.3%), automobile spare parts (6.6%) and cosmetics (6.6%).
The GCC outshone the rest of the Arab world in online purchases, accounting for more than 52 per cent, while the Levant countries represented 26.5 percent - a trend attributed to higher incomes, greater buying power and increased awareness about the advantages of e-commerce in the GCC region.
Explaining that the findings were a comprehensive analysis of the changing online retail landscape in the region, Rami Araj, Distribution Manager for cashU.com, said that the pattern of buying habits was largely determined by underlying economic trends prevalent in the different countries.
"While customer confidence in e-commerce throughout the GCC countries continues to remain robust, merchants in the Levant and North Africa are showing an increasing preference towards incorporating the latest online retailing trends in their marketing strategies," Araj pointed out. "Some of the main aspects they are emphasizing to their potential buyers is the security and safety involved in the online transactions."
The analysis of shopping habits online also focused on the behavioural dynamics of browsers (those who research but do not purchase online) and buyers (those who purchase online). The cashU survey pointed to an interesting profile of a typical Middle Eastern shopper.
"They come from all walks of life, are highly motivated, know what they want and are not daunted by the rising costs of shipping and postage," Araj said. "The majority of the shoppers are in the age bracket 18 - 35, representing 71 per cent of the shoppers."
Araj said that the new findings will further encourage online retailers to redevelop their strategies and market their products and services to a more focussed target group of buyers. He added that the success of bigger players such as Amazon.com and ebay had compelled many e-merchants in the Arab world to remodel their websites to international standards and incorporate some of the latest security features in transactions.
"Online retailing in the Arab world is now turning more specialised with merchants adopting a more focussed approach to contact their target audiences and establishing dedicated sales teams to handle orders through the net," Araj pointed out.
The cashU survey also noted a dramatic increase in purchases of consumer electronics such as DVD players and home-theatre equipment - a positive trend that has been accelerated by the introduction of new advances in DVD and MP3 technology. Men proved to be more enthusiastic purchasers of such goods.
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About cashU:
Introduced in 2003 by Maktoob.com, the largest and most popular online Arab community in the world with over 3.5 million registered users, the cashU concept is a novel feature that has revolutionised Internet shopping in the region. Guaranteeing a high level of safety and security in the transactions, cashU has appealed to online shoppers who do not wish to reveal their credit card details on the Internet.
For more details, please contact,
Edward D'Mello
Headline Public Relations
Tel: 009714 - 2289655;
Fax: 009714 - 2282125
e-mail: edward@headlinepr.com
© Press Release 2004
