Researchers reveal who shops online

BROKEN-HEARTED and lonely? Then the chances are you shop online.

Divorced and separated South Africans shop more online than married consumers, the latest Online Retail SA report suggests.

The report, compiled by technology market research firm World Wide Worx, also found a significant difference between the online shopping habits of divorced and separated consumers and those that have not been in a partnership and are still single.

“Almost 19% of divorced and separated South African adults shop online, compared to 13% of those married or living together.

“Yet, for those who have never been married, the figure is only 14%.

“This suggests that, following separation, there is a rebound effect that is not only about people looking for new partners but also filling other gaps in their lives,” World Wide Worx founder Arthur Goldstuck said.

The consumer data was collected by Ask Afrika, via Target Group Index SA using a consumer questionnaire and 15 000 face-to-face interviews.

Just more than 10% of online shoppers are widowed, the study found.

The research indicated that more than 2% of online shoppers bought groceries, books, shoes, software and games, gifts and clothing.

Most online shoppers spent their money on music and videos.

Chris Hani Baragwanath Academic Hospital principal psychologist Jasmin Kooverjee said the social lifestyle of a divorced or separated person would dictate online shopping habits.

“The social aspect plays a role, be it whether they feel they are too busy because sometimes after a divorce people throw themselves into work.

“If you are too busy to go out, you shop online,” she said.

“Married people want to shop together because it is like an outing. Single people do it with their friends or do it to get out of the house. It all depends on the lifestyle of the individual.”