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Albertans’ online spending habits: Part One

Albertans’ online spending habits: Part One

Posted on: 7/10/2018 | Author: ATB Financial's Economics + Research Team


Online shopping sites like Amazon and eBay are drastically changing the way many of us shop. More Albertans are starting to scour the web for the best deals on toilet paper, vacations and even food. Today’s version of The Owl will take a look at Albertans’ online shopping habits and break the numbers down between Calgary and Edmonton.

Calgarians do more online shopping than Edmontonians. According to data from Numeris, a polling firm that focuses on consumer behaviour and media consumption, 76 per cent of Calgarians over the age of 18 made a purchase online in the past year. In Alberta’s capital city, only 68 per cent of people aged 18 or over opted to buy something this way.

The most popular online purchase category in both cities was internet bookstores. This section includes sites like Amazon and other booksellers and ebook sites. In Calgary, just over 40 per cent of online shoppers bought something through this category. In Edmonton, that number was slightly less, coming in at 31 per cent.

Travel was the second most popular category among online shoppers in Calgary and Edmonton. In Edmonton, 23 per cent booked travel through a travel site like The number was about the same in Calgary, coming in at 22 per cent. When booking directly through an airline's site, 19 per cent of adults in Calgary and 14 per cent of adults in Edmonton bought tickets this way.

Online music and movies was the next most popular catergoy. One in five Calgarians paid for or purchased and downloaded music and movies online in the last year. Edmonton's activity in this category was lower, with only 14 per cent of adults buying music and movies online.

Many of us have ordered jeans, dresses, shirts and shoes online but, contrary to what you might think, only 19 per cent of Calgarian online shoppers made clothing or jewelry purchases in the last year. That number was 13 per cent in Edmonton.

Stay tuned to tomorrow’s version of The Owl, when we look at online spending activity by age.

Online sales, graph

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