More than half of adult New Zealanders are now shopping online.
The Nielsen Online Retail Report showed 54 per cent of Kiwis - 1,781,000 - aged over 18 are shopping online, up 38 per cent from five years ago.
It showed New Zealanders spent $3.7 billion in the past year buying via the internet, with nearly $1b spent on international websites.
The number of purchases being made per person has also grown, with 446,000 people, or a quarter of online shoppers, making 11 or more transactions online in 2012, an increase of 44 per cent from two years ago.
Nielsen associate director of research Tony Boyte said New Zealanders were becoming more comfortable shopping online.
Nielsen expected to see two million New Zealanders shopping online by the end of 2013, and spending to rise to $4b, he said.
The most popular products and services were airline tickets, with 47 per cent of shoppers buying tickets online.
Other common items purchased online included clothing and accessories, books, entertainment tickets, and travel-related services such as accommodation and car hire.
The report showed 76 per cent of shoppers were driven to purchase products and services online in order to get better deals.
The ability to compare products and brands, convenience, and anonymity were also factors.
Consumers were also using mobile devices to research and buy products, which magnified the convenience of online shopping, the report said.
More than a quarter of spending was taking place on international websites.
Overseas purchasing continued to rise, and highlighted the concerns of New Zealand retailers about how they could compete for sales with international websites, Boyte said.
The Nielsen Online Retail Report is an annual measure of e-commerce activity, shopping patterns and consumer confidence.
- ? Fairfax NZ News
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Source: http://www.stuff.co.nz/business/money/8776910/More-online-shopping-going-to-international-sites
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