The new global survey “The Super Sale Game: who’s the winner? A study on how we shop and pay”, commissioned by Arlington Research for Kaspersky, explores consumers’ views and shopping behavior when it comes to big sales events such as Black Friday or Cyber Monday.
It reveals that 93% of Asia Pacific’s Black Friday and Cyber Monday purchases are spontaneous. Social media drives 77% of followers to seek deals influencers and bloggers recommend. Women (22%) are more passionate about super-sales shopping than men (17%), and 69% of respondents prefer waiting for major events to get the best deals. 66% do so most or all of the time. Bloggers, friends, and family also influence impulsive purchases.
For instance, 77% of the respondents are willing to purchase a product if they come across it in recommendations from the bloggers they follow. Meanwhile, 59% of users are open to buying something unplanned if they receive a recommendation from their friends or family.
“The holiday season is a busy time for retailers in APAC. At the same time, our Kaspersky telemetry proves that fraudsters also ramp up their activities, taking advantage of the increased online traffic and shoppers’ desire for bargains. It’s critical to be cautious and use secure online practices to protect yourself from potential threats while taking advantage of the benefits of the ever-growing digital marketplace,” commented Adrian Hia, Managing Director for Asia Pacific at Kaspersky.
Women tend to be more dedicated super-sales shoppers than men. Of all the respondents, 22% of women revealed that they always make spontaneous purchases during Black Friday and Cyber Monday. In comparison, only 17% of men confirmed the same. Significantly, people between 25 and 34 years are more likely to make impulsive purchases during these events, with 23% stating that they always buy something spontaneously.
76% of APAC respondents wait for big sales events to get the best deals, and 83% plan their bigger purchases in advance to make the most of price cuts and special deals.
“For many, Black Friday and Cyber Monday are a great way to save serious money on a variety of purchases, so each year, these days are marked by unprecedented excitement and interest in online and offline shopping. Our solutions for safe online shopping – like Kaspersky Premium – can be a reliable assistant in online payments security, which will protect not only your personal data, but also financial information, and will also warn you so you don’t end up on a phishing site,” comments Marina Titova, Vice-President, Consumer Product Marketing at Kaspersky.
Full report “The Super Sale Game: who’s the winner? A study on how we shop and pay” is available via this link.