Other Facts at a Glance:

Socializers are number one when it comes to purchasing digital goods, with 57% having made a purchase in the previous year, followed by Linksters at 49%. Socializers are key purchasers of home-sharing and travel rental services, business services, and all things gaming-related.
Common payment methods for Linksters include debit cards (46%) and online/mobile pay (45%); Linksters are also the demographic most likely to use cash. Socializers' common payment methods include: online/mobile pay (58%), debit cards (53%) and credit cards (46%).
MTV Generation is the fastest growing demographic in India, Mexico and Argentina. The fastest growing purchase category among the MTV Generation is on-demand, and the most purchased non-physical goods include online gaming, online news and magazine subscriptions, meal or grocery delivery services, paid podcast subscriptions and music or video streaming subscriptions.
Maturists might be the least frequent purchasers of digital goods overall, but they are the most frequent purchasers in rural and urban areas, especially in India (39%) and Poland (41%). They care the most about the safety and security of payments, with 77% saying it was important or very important. Despite these security concerns Maturists are the most likely to store their payment information online.

In May 2019, First Data, now Fiserv, commissioned Forrester Consulting to evaluate the nonphysical/digital goods and services market and how purchase rates differ by region and demographic. Forrester conducted an online survey of 6,115 online adults ages 18 and older to explore this topic. Forrester looked at online segments from Australia, Argentina, Brazil, India, Mexico, Malaysia, North America (U.S. and Canada), the Philippines, Scandinavia (Denmark, Norway, and Sweden), and the United Kingdom.

Instant Insights /

Digital Goods & Services Rule Online Purchases

Related Stories

Recommended For You