Digital Goods and Services Dominate Online Purchases Worldwide
On-demand services such as ridesharing and restaurant delivery represent fastest growing purchase category overall
The study, originally commissioned by First Data, now
“The rise of digital goods and services present ample opportunities for businesses to grow and enhance customer loyalty,” said
On-demand services, including ridesharing, restaurant delivery, business services and home-sharing, are the fastest growing purchase category among all age groups. The average consumer made 31 on-demand services purchases in the last 12 months, and 71% of consumers who made on-demand service purchases this year spent the same or more on on-demand services compared to the previous year.
The study also found that 57% of consumers will stop shopping at an online merchant or cancel a digital service entirely after a negative purchasing experience.
“As businesses expand their digital approach to represent a true omni-channel strategy, consumer experience remains paramount,” said Sheth.
Ridesharing is the most commonly purchased on-demand service, although with a high degree of variation by country.
Restaurant delivery is the second most popular on-demand service, and despite the growing convergence with ridesharing services, the regional and demographic trends do not mirror those of ridesharing.
Digital Media Subscriptions
Across all age groups, consumers have an average of nearly two (1.96) digital media subscriptions, with video streaming the most popular type of media subscription overall — 47% of consumers globally reported having at least one video-streaming service subscription.
While the gaming category, which includes the purchase of mobile, console and computer-based games and in-game content, traditionally has and continues to skew young, it is still a thriving market among all age groups. This is thanks in part to new advancements in mobile, streaming, payment and artificial intelligence (AI) technologies.
In the past 12 months, Socializers led in gaming purchases, with 51% having made a purchase, with Linksters coming in second (45%), followed by the MTV Generation (36%) and Maturists (13%). Regionally, consumers in
Other Facts: At a Glance
- Socializers are number one when it comes to purchasing digital goods, with 57% having made a purchase in the previous year, followed by Linksters at 49%. Socializers are key purchasers of home-sharing and travel rental services, business services, and all things gaming-related.
- Common payment methods for Linksters include debit cards (46%) and online/mobile pay (45%); Linksters are also the demographic most likely to use cash. Socializers’ common payment methods include: online/mobile pay (58%), debit cards (53%) and credit cards (46%).
- MTV Generation is the fastest growing demographic in
India, Mexicoand Argentina. The fastest growing purchase category among the MTV Generation is on-demand, and the most purchased non-physical goods include online gaming, online news and magazine subscriptions, meal or grocery delivery services, paid podcast subscriptions and music or video streaming subscriptions.
- Maturists might be the least frequent purchasers of digital goods overall, butthey are the most frequent purchasers in rural and urban areas, especially in
India(39%) and Poland(41%). They care the most about the safety and security of payments, with 77% saying it was important or very important. Despite these security concerns Maturists are the most likely to store their payment information online.
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