More options, more security
Regardless of retailer location, the Accenture survey showed that Canadians continue to adopt new technology, payment options and services to make their shopping experience faster and easier. More than half (53 per cent) of shoppers said they could see themselves buying products online using an artificial assistant tool such as Google Home, Amazon’s Alexa, Microsoft’s Cortana or Apple’s Siri.
But as digital shopping becomes more prevalent, so too do security concerns. Two-thirds (66 per cent) of respondents cited a concern about the security of their personal information when shopping online, up from 60 per cent last year. As a result, shoppers are taking measures to protect themselves and their personal information, with an increasing number—44 per cent this year, compared with 31 per cent last year—saying they will avoid brands that had a recent data security breach.
“As consumers become more digitally savvy, they’re also getting smarter about security,” said Ahmed Etman, a managing director in Accenture’s Security practice in Canada. “They’re taking measures to protect their information while shopping online, such as only buying from reputable brands, choosing complex passwords, and keeping up with recommended security updates.”
Among some other findings of the survey:
- Average spend to increase: Canadians plan to spend an average of $733 on gifts this holiday season, up from $648 last year.
- Canadians shop for gifts year-round: Consistent with last year’s survey, many consumers are shopping for holiday gifts year-round due to ongoing sales and discounts on deal websites and Amazon Prime Day.
- Black Friday isn’t a huge draw: Four in 10 shoppers (39 per cent) said they are not planning to shop on Black Friday this year; those who do plan to shop on Black Friday said they will do so mainly for the “door-crasher” deals.
For more information, download the 2018 Canada Holiday Survey infographic.
About the survey
Accenture surveyed 1,500 Canadian consumers about their holiday shopping habits. Respondents were sourced equally from the Toronto, Montreal and Calgary areas, and split evenly by age group, with 20 percent each of Generation Zers (aged 18-20), younger millennials (aged 21-27), older millennials / Gen Yers (aged 28-37), Generation Xers (aged 38-54), and baby boomers (over age 55). The survey was conducted online in August 2018 and used input from consumers who have purchased an item for personal use online or in store within the prior six months.
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