Additional insights from the report show:
- Good experiences go a long way. The top factors in deciding to purchase a product from a website are the "ability to easily search and find items" and "fast online performance." After a positive experience on a website, 75 percent of worldwide consumers surveyed will recommend that brand to a friend. Consumers in India and the Philippines are the most likely to do so, with 95 percent willing to recommend a website based on a good experience.
- Social media wins the popularity contest. Social media is the top choice for time spent online by global consumers, at an average of four hours 14 minutes per week. People 18-35 spend more time watching online video than any other activity, while those older than 60 prefer spending time reading online news.
- Smartphones are preferred by younger consumers. Globally, smartphones are the primary device used for online activities. Smartphones are the preferred device for accessing online content by women and people 45 and younger. Men and people older than 45 prefer laptop computers.
- Consumers are spending more time online. People in the U.S. and the U.K. spend the most time online, with more than half in each country spending more than 15 hours a week online. Globally, people 46-60 spend the most time online, with 49 percent online for more than 15 hours a week. For comparison, 41 percent of young millennials (ages 18-25) spend more than 15 hours online each week.