Canadian Internet Use

for Online Banking &

Shopping Report
Mesut Caliskan, Michael Lo Schiavo, Ernest Mistica, Rajinthan Ranjithan,
Alexandros Philippacopoulos & Caroline Maciel
Instructor: Helene Moore
MKT 500- Marketing Research
DATE: November 23, 2011

Table of contents

Background.3
Objectives ..4
Research Method ...5
Research Results 7
Limitations 17
Conclusion 18

Background
Stats Can survey: Canadian Internet Use

Questions asked Canadians general information about Internet usage

Types of activities they perform through the internet
Where they access the Internet
Use of Internet for the purpose of gathering information about government
related issues

Purpose of this survey: Understanding consumer attitudes and

behaviors towards online shopping and banking
Importance:

Information is valuable to all organizations that are looking to expend into the Ecommerce world.
Due to the growth in E-commerce it is an important to determine the strengths
and weaknesses of online banking/purchasing so entities can make changes to
accommodate for customers.
Companies can realize consumer concerns towards security related issues for
online money related transactions.

Objectives
Research Objectives
The survey expands on Stats Can by focusing on university students use of Internet for online
banking and shopping
3 Major topics:
1. General information about usage
2. Information about Online Shopping and Banking
3. Correlation between Usage with Internet Shopping, Banking, and Safety

Objectives
To determine if university students use the Internet for online banking and shopping
To identify information regarding accessibility, usage and safety concerns regarding online
banking and shopping
To identify the types of e-commerce university students participate in
To clarify university students attitudes toward online banking and shopping
To uncover differences between demographic subgroups and their use of online banking and
shopping

Research
Method
Sampling
Frame

Convenience
The Questions
Categorical (Dual-Choice and Multiple-Choice)
Metric (Likert Scale)
Statistical Analysis
Frequency distribution - Categorical
Average - Scale
Cross-tabulations

Research Method
Primary
Descriptive
-answers who, what, where, when and how
Cross-Sectional
-One sample; One time
Online Survey
Time Frame- 10 days
The Population = university users of Internet for Online Banking and
Shopping
Sample Size
Predetermined at 80 respondents
Because of nonresponse only 70 respondents
62 of 70 completed the entire survey

Internet Usage

Accessibility
- 91.8% of people
access the internet
through via portable
computers.

Internet Usage

Usage
- 31.1% spend 10-19
hours
- 21.3% spend 20-29
hours
- 19.7% spend 40+
hours

Online Shopping

Shopping
Behaviour
- 79% were relevant to
our online shopping
analysis.

Online Shopping

Internet Security
- 59.6% comfortable
making purchases
- 63.4% comfortable
submitting information
online.

10

Online Banking

Usage
-

85.5% were relevant to

our online banking
analysis
Only 79% were relevant
for online shopping
Is online banking
perceived to be safer?

11

Online Banking

Functions
- 92% of users were
paying bills
- 86% were reviewing
balances
- 76% transferred
funds

12

Online Banking

Internet Security
-

68.3% were
comfortable banking
online
Only 59.6% were
comfortable making
online purchases
Why?

13

Comparing

Cross-Tabulation
- How often do you
access the internet
versus internet
accessibility
- 10-19, 30-39, 40+
dominated

14

Banking Comparisons
For what purpose(s) do you use the Internet for? Mark all that apply
In a typical week, on average, how many hours do you spend on the Internet?
Answer Options
Online banking
Shopping

Between 5 and Between 10

9 hours
and 19 hours
4
2

18
9

Between 20
and 29 hours
6
5

Between 30
40 hours or
and 39 hours more per week
8
5

9
6

Response
Percent

Response
Count

77.6%
46.6%

45
27

10-19 hour internet users tend to use online banking more then shopping and use it
only once a week/month. They are the one of the most uncomfortable with safety.
40+ hour internet users tend to bank more then shop as well but tend to use it more
more then once a week. They are the most comfortable with safety.

15

Banking Comparisons
For what purpose(s) do you use the Internet for? Mark all that apply
In a typical week, on average, how many hours do you spend on the Internet?
Answer Options
Online banking
Shopping

Between 5 and Between 10

9 hours
and 19 hours
4
2

18
9

Between 20
and 29 hours
6
5

Between 30
40 hours or
and 39 hours more per week
8
5

9
6

Response
Percent

Response
Count

77.6%
46.6%

45
27

DOES MORE HOURS SPEND ONLINE

RESULT IN AN IMPROVED SENSE OF
SECURITY?

10-19 hour internet users tend to use online banking more then shopping and use it
only once a week/month. They are the one of the most uncomfortable with safety.
40+ hour internet users tend to bank more then shop as well but tend to use it more
more then once a week. They are the most comfortable with safety.

15

Shopping Comparisons
For what purpose(s) do you use the Internet for? Mark all that apply
In a typical week, on average, how many hours do you spend on the Internet?
Between 5 and Between 10
9 hours
and 19 hours

Answer Options
Online banking
Shopping

4
2

18
9

Between 20
and 29 hours
6
5

Between 30
40 hours or
and 39 hours more per week
8
5

9
6

Response
Percent

Response
Count

77.6%
46.6%

45
27

10-19 hour internet users tend to not use the internet for selling products/services. 70.6%
used B2C e-commerce in the past, reflecting a much more recreational use of shopping.
40+ hour internet users are heavily involved with using the internet to sell products/services and
are have a 50% chance of using B2C, and 37.5% chance of using C2C. This reflects a much
more business focused way of using shopping.

16

Limitations
Sampling Error
Use of non-probability sampling

Nonsampling errors
Possibility of Unintentional/ Intentional Respondent Error

Possible Errors from Online Surveys:

Multiple Submissions, Bogus Respondents.
But NOT Misrepresentation of the population: university students in Canada
will have access to the Internet even if only through the faculty.

Item Omission of 70 respondents only 62 answered all the

questions.

17

Conclusion
Most University students use the Internet for Banking and
Shopping
They use Laptops, Home Computers and Mobile devices the most.
The sample group demonstrates that the majority of University
students are in the 10 to 19 hours and 40 + internet usage
groups
The more time people spend in the Internet, the more
confortable they are with online shopping and banking
Most respondents participate in B2C, some participate in C2C

18