Household Digital Consumer Behaviour 2024

Introduction

This chapter looks at the use of the internet for purchases. A range of different purchases are made, with the internet being used for everything from financial transactions to online shopping (food, clothes, etc.). There are some differences between men and women in what they use the internet for, with different experiences by age group and type of household also.

Post Covid, people have returned to on-street retail, but continue to shop online at increased levels. They may have become accustomed to shopping for certain brands online which may not be available in-store locally or there may be greater variety and range available on online platforms.

Almost nine in ten internet users were shopping online in 2024

Key findings of internet users who used the internet in the previous three months:

• At an overall level, shopping online increased in 2024 – 85% of internet users purchased goods and/or services online in 2024, compared with 78% of internet users in the same period in 2023, an increase of seven percentage points (81% in 2022).
• Analysis by age group shows that middle aged persons shopped most online – nine in ten (90%) of internet users aged 30 to 44 years and 91% of respondents aged 45 to 59 years, nearly double the rate for older persons aged 75 years and over (49%).
• Just 3% of persons (who use the internet) never bought or ordered goods and/or services over the internet. See Figure 3.1 and Table 3.1.

Females buying much more clothes and shoes online but more males buy sports goods

Key findings of internet users who used the internet in the previous three months:

• Online purchase of clothes (includes sports clothing), shoes, or accessories (includes bags, jewellery, etc.), remains by far the most popular online purchase in 2024 (77% of internet users), up eight percentage points on the same period in 2023 (69%). One quarter of internet users (25%) bought sports goods (includes sports gear and equipment but excludes sports clothing) online, compared with just over one in five (21%) in 2023.
• There was a notable difference between the number of males and females buying clothes, shoes, or accessories online – 86% of females compared with 68% of males. Males were far more likely to buy sports goods online – nearly three in ten (28%) bought sports goods online, compared with just over one in five (21%) of females.
• The online purchase of ready-made food delivered (from restaurants, fast food chains, or catering delivery services), increased in 2024 – 46% of internet users made online purchases (in the three months prior to interview) of ready-made food delivered (from restaurants, fast food chains, or catering delivery services), compared with 44% in the same period in 2023.
• Online purchases of computer tablets, mobile phones or accessories online increased in 2024 - three in ten (30%) internet users bought such equipment in 2024 compared with 22% in 2023, while over one in five (21%) purchased consumer electronics (TV sets, stereos, cameras, etc.) or household appliances (washing machines, etc.) (16% in 2023).
• The online purchase of medicine or dietary supplements also increased in 2024 – 24% of internet users compared with 20% in 2023.
• Females were more likely than males to purchased medicines or dietary supplements online – 27% of females compared with over one in five (20%) males.
• Females were nearly twice as likely as males to buy cosmetics or wellbeing products online – 53% of females compared with 28% of males.
• Online purchase of printed books, magazines and/or newspapers increased in 2024 to 33%, up six percentage points on the same period in 2023. Purchase of such printed material was more popular amongst older age groups. Almost four in ten (39%) of internet users aged 60 to 74 years and 35% of older internet users aged 75 years and above purchased such material compared with less than one quarter (24%) of younger persons in the 16 to 29 years age group.
• One-third of middle aged internet users aged 45 to 59 years purchased printed books, newspapers, or magazines online. See Figure 3.2, Tables 3.2 & 3.3, and PxStat Tables for comparisons with 2023.

Over half of younger internet users are gaming online

Key findings of internet users who used the internet in the previous three months:

• Online purchase of games as downloads (including upgrades) or virtual in-game items was highest amongst younger internet users – 53% of persons aged 16 to 29 years compared with just 5% of older internet users aged 60-74 years.
• E-books (readable via dedicated electronic devices (e-reader), or desktop computers, laptops, tablets, or smartphones) or audio books as downloads are also very popular with over one quarter (26%) of internet users purchased e-books or audio books as downloads in 2024.
• Females were more likely than males to buy e-books or audio books as downloads – three in ten (30%) of females compared with just 22% of males. E-books made in digital form as files that are audio books are also included. See Figure 3.3 and Table 3.4.

Over one in five (22%) had purchased subscriptions/contracts for getting internet or mobile phone connections in the previous three months

Key findings of internet users who used the internet in the previous three months:

• More than one in five (22%) internet users surveyed during this period, had purchased subscriptions/contracts for getting internet or mobile phone connections in the previous three months (done online rather than by going into a shop).
• Some one in ten (10%) had bought new subscriptions/contracts online (rather than by going into a shop or premises) for utility services such as electricity, water or heating supply, waste disposal or similar services in the previous three months. Note that this also relates to renewals. The survey was carried out over the first two quarters of 2024, which is a popular time for persons to renew subscriptions, contracts, etc. See Figure 3.4 and Table 3.5.

Almost seven in ten internet users using streaming services

Key findings of internet users who used the internet in the previous three months:

• Using films, series, or sports streaming services and streaming services such as Netflix, Disney, Disney+, Sky Sports, GAAGO, etc., was reported by almost seven in ten (69%) of internet users.
• Households with children were far more likely to use streaming services. Some 77% of households with children bought or subscribed to steaming services in 2024.
• Almost six in ten (57%) internet users had subscribed to a music streaming service such as Spotify, Apple music, etc.
• Younger internet users aged 16 to 29 years were most likely to use music streaming services at 78%, compared with 31% of older internet users aged 60 to 74 years and just 18% of persons aged 75 years and over who were recent users of the internet. See Figure 3.5 and Table 3.6.

Males three times as likely as females to buy shares/bonds online

Key findings of internet users who used the internet in the previous three months:

• Nearly half (47%) bought or renewed existing insurance policies (*) online in the previous three months, either directly from insurers or via other financial services providers such as insurance intermediaries. Males were more likely to buy/renew insurance policies online – 50% of males compared with 44% of females.
• Males were more likely than females to take out a loan or mortgage online or arranged credit from banks or other financial providers online – one in eight (12%) males compared with one in twelve (8%) females. At an overall level, just one in ten (10%) internet users carried out this activity online, up three percentage points from 2023.
• Just one in twelve (8%) persons bought or sold shares, bonds, funds, or other financial assets (such as crypto currencies) online, double the prevalence of this online activity in the same period in 2023. Males were three times more likely than females more to carry out this activity online – one in eight (12%) males bought or sold shares/bonds online compared with only 4% of females. See Figure 3.6 and Table 3.7.

* Examples of insurance covered include motor, house, medical, dental, pet, travel insurance policies, etc. Also insurances offered via another service or provider such as a bank, travel insurance offered together with a plane ticket, phone insurance for breakage/loss/theft, insurance for a purchased household equipment, means of payment insurance when for example arranging finance for the purchase of a car, household furniture or equipment, etc. Also this category includes not only situations whereby the respondent is the policyholder, but also schemes whereby the respondent just adheres to a group insurance contract online.

More than four in ten who used free apps had problems trying to delete them

Key findings of internet users who used the internet in the previous three months:

• Of internet users, 85% had opened or registered with a free app or service. Of these, half (49%) had tried to delete them and over four in ten (41%) encountered problems when trying to delete or close the app or service. See Table 3.8 and Figure 3.7.

In general, in the ICT Household Survey, free software (‘freeware’) and free apps where software that can be downloaded from the internet and used for free for a certain period are generally excluded. In 2024, however, questions were included in the questionnaire to look at the level of usage of free apps and issues/difficulties encountered when closing or deleting the free app or service after a period.