Appendix: E-Commerce trends in Canada

33Purchased anything online is the last 12 months

Made an online purchase 2016 2017

Source: CIRA research March 2017
2016: n=1,200
2017: n=1,200

Yes 82% 82%
No 18% 18%

34Types of devices used to make online purchase in last 12 months

Device Type 2016 2017

Source: CIRA research March 2017
2016: n=984
2017: n=982

Computer (desktop/laptop) 90% 88%
Tablet (e.g., iPad, etc.) 23% 26%
Mobile phone 26% 36%
TV 2% 1%

35Most common items purchase online in the last 12 months

Type of product 2016 2017

Source: CIRA research March 2017
2016: n=984
2017: n=982

Clothing and apparel 54% 56%
Household goods 32% 41%
Books 43% 40%
Show or game tickets 41% 40%
Electronics 34% 34%
Government services 28% 34%
Other goods/products 31% 31%
Apps for your computer or mobile phone 28% 28%
Music 26% 27%
Movies/Video/TV 24% 24%
Office supplies 14% 19%
Food 14% 17%
Games for your computer or mobile phone 17% 16%
Sporting goods 12% 13%
Other services 9% 8%
None of the above <1% <1%

36Attitudes toward shopping

“I prefer shopping online more than shopping in stores.” 2016 2017

Source: CIRA research March 2017
2016: n=984
2017: n=982

TOTAL AGREE 32% 38%
Strongly agree 10% 12%
Somewhat agree 22% 26%
Neither agree nor disagree 34% 31%
Somewhat disagree 22% 19%
Strongly disagree 12% 12%
TOTAL DISAGREE 34% 31%
Don’t know - <1%

37Importance of factors when chosing to purchase from an online store

Factor 2016 2017

Source: CIRA research March 2017
2016: n=984
2017: n=982

Cost/savings 73% 73%
Ease/convenience 62% 65%
Availability of items 61% 61%
Time savings 55% 61%
Ability to compare products 51% 51%
Selection/variety 50% 50%
Ability to research/access to information 48% 51%
Ability to return products 40% 42%
Quality of items 28% 28%
Better overall experience 14% 14%
More enjoyable/interesting/fun 11% 13%
Other 1% 1%
None of the above 2% 2%

38Made a purchase using mobile payment or digital wallet service

Mobile payment or digital wallet service usage 2016 2017

Source: CIRA research March 2017
2016: n=984
2017: n=982

Yes 13% 20%
No 85% 78%
Don't know 2% 1%

39Approaches to shopping

How often do you visit websites to research or compare products, but go to a store to make your purchase(s)? 2016 2017

Source: CIRA research March 2017
2016: n=984
2017: n=982

TOTAL ALWAYS/OFTEN 45% 46%
Almost always 13% 12%
Often 32% 34%
Sometimes 41% 41%
Rarely 10% 10%
Never 3% 3%
TOTAL RARELY/NEVER 13% 13%
Don't know <1% 1%

40Approaches to shopping

How often do you visit a store to browse or look at a product, but make your purchase online? 2016 2017

Source: CIRA research March 2017
2016: n=984
2017: n=982

TOTAL ALWAYS/OFTEN 14% 17%
Almost always 3% 3%
Often 11% 13%
Sometimes 34% 36%
Rarely 31% 27%
Never 21% 20%
TOTAL RARELY/NEVER 52% 46%
Don't know - 1%

41Approaches to shopping

“I almost always compare prices online before making a major purchase.” 2016 2017

Source: CIRA research March 2017
2016: n=984
2017: n=982

TOTAL AGREE 77% 79%
Strongly agree 43% 47%
Somewhat agree 34% 32%
Neither agree nor disagree 13% 13%
Somewhat disagree 5% 5%
Strongly disagree 4% 2%
TOTAL DISAGREE 9% 8%
Don't know 1% <1%

42Approaches to shopping

“When shopping, I like visiting stores to browse but then I prefer to make purchases online to get the best deal.” 2016 2017

Source: CIRA research March 2017
2016: n=984
2017: n=982

TOTAL AGREE 30% 34%
Strongly agree 7% 7%
Somewhat agree 23% 27%
Neither agree nor disagree 31% 31%
Somewhat disagree 21% 20%
Strongly disagree 16% 14%
TOTAL DISAGREE 37% 35%
Don't know 1% <1%