Online shopping accounts for 45% of local netizen buying: poll

Taipei, Online buying has been gaining popularity in Taiwan, with 4.5 out every 10 purchases made online among netizens in 2017, a poll by the Market Intelligence & Consulting Institute (MIC) showed Friday.

Online buying was particularly strong in the 21-45 age group last year, according to MIC, a market research division of the Taipei-based Institute for Information Industry.

Despite the high ratio of online transactions, the annual survey found that the average value of online purchases fell slightly from NT$27,715 (US$946) in 2016 to NT$26,487 last year.

The MIC said the decline was due largely to an annual 36 percent drop in online buying by netizens ages 41-55, who have more spending power.

In the 26-30 age group, however, average online transactions rose 14 percent from a year earlier, the poll showed.

Chang Hsiao-chi (???), a senior industrial analyst at MIC, said that while young netizens appear to be showing stronger loyalty to online buying, those 41 and over tend not to lean too heavily on e-commerce.

According to the survey, 59.1 percent of netizen buyers in Taiwan receive product information from shopping websites, 40.2 percent from Google searches, 26.7 percent from Facebook, 25.9 percent from price comparison websites, and 16.8 percent from other portals.

Most online netizen buyers in Taiwan -- 40.8 percent -- favor PChome as their purchasing site, 32.5 percent prefer Google, and 31.3 percent choose Yahoo, the poll found. Other popular online shopping sites were identified as Shopee (26.9 percent), Ruten (24.7 percent) and momo (23.2 percent).

According to the survey, the top five business to consumer online shopping platforms in Taiwan are PChome (50 percent), Yahoo (45 percent), momo (41.5 percent), Kuobrothers (17.9 percent) and books.com among the polled netizens.

The MIC survey, conducted earlier this year, collected 1,068 valid samples and had a confidence level of 95 percent and a margin of error of 3 percentage points.

Source: Focus Taiwan News Channel