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About one in three of the Canadians polled online by Ipsos Reid said they would rely on e-commerce to purchase all their gifts, which was up 50 per cent compared to the results of a similar survey conducted last year.
“Consumers, rather than wandering up and down on the high street or through malls, are much more purposeful now when they’re making those purchase decisions. They’re doing their research online prior to going into the malls and they know what they want,” said Rafe Petkovic of Google Canada.
Sarah Quinlan, head of market insights for MasterCard Advisors, said she’s surprised that some major retailers still aren’t open for business on the web in Canada, especially since e-commerce growth has been strong in 2014.
“The number is clearly trending up, there’s no doubt about it, it’s increasing, that’s why it’s sort of still surprising that there are some major retailers that haven’t participated in the game yet,” Quinlan said.
“It’s not about everybody shopping on e-commerce versus bricks and mortar, that’s not what we’re seeing. What we’re seeing is (online shopping) is giving the consumer flexibility.”
Google’s online poll was conducted with 1,054 holiday shoppers between Sept. 10 and 17.
The MasterCard online poll was conducted by Angus Reid Forum with 1,005 Canadians on Nov. 14 and 15.
The polling industry’s professional body, the Marketing Research and Intelligence Association, says online surveys cannot be assigned a margin of error as they are not a random sample and therefore are not necessarily representative of the whole population.