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Hong Kong consumers confident about online shopping

Anuradha Shukla | Nov. 8, 2016
Ninety-eight percent of them being either satisfied or very satisfied, report by Consumer Council.

online shopping

Seventy-nine percent of Hong Kong respondents expressed confidence in online shopping, according to a research report on online shopping by Consumer Council.

The overall satisfaction rate of these respondents is very high, with 98 percent of them being either satisfied or very satisfied. 

Online shoppers in Hong Kong are higher-educated and mostly in the young and middle-aged cohorts, with 46 percent of them fall between 25 to 34 years of age.

Consumers in the younger cohort (15 to 44 years old) appreciate that goods arrived on time as well as online shopping's efficiency and convenience.

Consumers in the older cohort (aged 45 and above) are satisfied with the products sold online being cheaper than those in bricks-and-mortar shops, and the products and services meet their expectations.

Recommendations from friends and relatives
Many respondents started online shopping because of "recommendations from friends and relatives." This trend was more apparent among female consumers (females: 50 percent, males: 35 percent).

Thirty percent of those who chose not to shop online expressed "worry about leakage of personal information"; and another 22 percent said "they have no confidence in product quality". 

Consumers purchase products and services online from a wide range of sectors, with non-branded clothes (89 percent) being the most popular commodities. Clothes are followed by books/toys (53 percent) and "software/games/app" (42 percent).

Online shoppers are very price sensitive and they would switch purchase channels for slight changes in price. 

The Council recommends the government to allow online consumers to cancel the transactions within a prescribed period of time, except for certain products that ought to be exempted.

Traders should state clearly their policy and procedure for handling complaints, contract period, and details of transaction cancellation.



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