Different nationalities have different preferences in their method of online shopping – website/mobile site vs. mobile application, according to a survey conducted by OHT-Mobile.

The survey, conducted in February 2015, was jointly carried out with Google Consumer Surveys based on a representative sample of 800 respondents – 100 each from the US, the UK, Australia, Canada, Italy, Germany, the Netherlands and Japan.

58% of all respondents worldwide answered that they prefer shopping using a website. In Canada 67% still prefer to shop using a website or mobile site but in the UK, only 49% express the same preference.

In Germany, more than half (51%) responded that they prefer either an app or have no preference – meaning that those who prefer to shop on websites (44%) are in the minority.

The full results are as follows:

  • USA (65% prefer web or mobile site; 21% app; 10% no preference)
  • Canada (67%; 15%; 13%)
  • UK (49%; 23%; 23%)
  • Australia (58%, 11%, 29%)
  • Germany (44%; 22%; 29%)
  • Italy (61%; 16%; 21%)
  • Netherlands (62%; 14%; 22%)
  • Japan (56%; 16%; 23%)

“The preference for shopping on websites is still strong, but there is a growing trend for app shopping. What’s more is that we are seeing variation between nationalities,” said Ofer Shoshan, CEO of One Hour Translation. “Online retailers should be aware of the different preferences of the audience in each region and be sure to localize their mobile sites and applications to suit accordingly.”

The survey results follow similar results of a One Hour Translation survey completed in Q4 of 2014 with 2,000 participants from Germany, Italy, the Netherlands, Japan and Canada. According to that survey, 83% of Italians prefer to buy goods and services online in their native language, compared with 80% of Germans, 65% of the Dutch, 74% of the Canadians, and no less than 90% of Japanese people.

Image: Jason Howie

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