The Differences Of Internet Lifestyles Between Online And Offline Shoppers

Abstract

Despite the high growth of the e-commerce market in Indonesia, e-commerce only contributes 1% of the total retail market share in Indonesia. If compared with the penetration of internet users and smartphones, this number is considered small. Understanding the internet lifestyle of online and offline shoppers is expected to help industry players to increase the conversion of offline shoppers to online shoppers. This study uses a quantitative research method with 300 questionnaires divided into 150 online shoppers and 150 offline shoppers respondents.  The key findings are: (a) online shoppers are relatively younger, have higher education, spend more time on the internet and perceive online to be easier and more entertaining; (b) offline shoppers use the internet for comparison, but need assurance and approval of quality; (c) both online and offline shoppers consider online shopping a hassle and enjoy shopping in bricks and mortar stores; (d) online shoppers are segmented into fun shoppers and consciously engaged; (e) offline shoppers are segmented into price seekers, comparison browsers and critical buyers.  All of the shoppers are actually aware about the internet and know how to navigate it but at differing levels according to the segments. The suggestions for future research are listed