BERLIN, Jan. 24 (Xinhua) -- Some 80 percent of the German population aged over 14 is using online shopping, according to a survey published on Thursday, which was conducted by the German information technology association Bitkom.
"If there is internet access, it is almost always used for shopping," according to the Bitkom. "Those who do not shop online usually do not have access to the Internet."
Smartphones are the most preferred device to conduct online shopping. Accordingly, half of the respondents have used their smartphones to make purchase online. Back in 2016, the figure was still 11 percent lower at 39 percent.
Among young German consumers, the usage of mobile phones for online shopping is even higher with 78 percent. However, older people are showing more interest in online purchasing via mobile phones.
According to the survey, 29 percent of German consumers older than 50 years have used their mobile phone for shopping, increasing by nine percent compared to 2016.
Managing director of Bitkom Bernhard Rohleder stated that "online shops must be optimized for mobile access and small screens in order to successfully address customers," and added that "the next step should be to make it easy to shop via voice assistant".
Prices, payment methods as well as free delivery would be the most important factor in consumers' choice of online shops, according to the survey. Also, customer ratings are becoming more important as 63 percent of German consumers regard online ratings as a "decisive factor" when making their shopping decision.
"Customers are increasingly using the internet as a source of information before pressing the buy button," Bitkom managing director Rohleder added.
