Conducted a "Survey on the Actual Usage of EC Sites" for users of directly managed EC sites ~The repeat rate is 96%, and the reason for this is that "reliable sites" are No.1~

GMO Internet Group Develops Non-Face-to-Face Credit Card payment processing business GMO Payment Gateway, Inc. (TSE Partial: Securities Code: 3769 Headquarters: Shibuya-ku, Tokyo, President & Chief Executive Officer: Issei Ainoura GMO-PG) is targeting men and women in their 20s ~ 60s who use EC sites directly operated by businesses (hereinafter referred to as directly managed EC sites). EC Site Usage Survey".

●Survey theme: Survey on the actual state of use of EC sites
●Survey area: Japan
●Survey target: 805 men and women in their 20s ~ 60s who use directly managed EC sites
●Survey period: May 8, 2015 ~ May 11, 2015
●Survey method: Internet survey (closed survey)
●Research company: GMO Research Inc.

In recent years, against the backdrop of the emergence of a wide variety of online store construction services, an increasing number of businesses are operating e-commerce sites (hereinafter referred to as directly managed e-commerce sites) under their own domains, rather than opening stores in shopping malls. While shopping mall-type e-commerce sites are easy to catch the eye of users and expand sales channels, directly managed e-commerce sites reflect their brand image and differentiate themselves from other companies, but acquiring customers and repeat customers is an issue.
Therefore, GMO-PG conducted a questionnaire through the Internet to help EC businesses acquire customers by understanding the actual usage of EC site users of directly managed EC sites.

In this survey, "directly managed EC sites" are defined as proprietary domain EC sites operated directly by companies other than shopping malls such as Rakuten Ichiba and Amazon.

[1] The purchase amount per use tends to increase as the age group increases (Figure 1)

When asked about the purchase amount per use of the EC site, the most common answer was "less than 1,000 yen ~ 3,000 yen" overall, about 30%.
On the other hand, when we looked at the options with the most responses by age group, the most common answer was "1,000 yen ~ less than 3,000 yen" in their 20s (32%), 30s (36%), and 50s (34%), and "3,000 yen ~ less than 5,000 yen" was the most common among those in their 40s (36%) and 60s (40%). In addition, since only those in their 20s answered "less than 1,000 yen" above 10%, it is thought that the older the age group, the more money they spend per time on directly managed EC sites.

[2] In common with each age group, "food" is often purchased on e-commerce sites (Fig. 2 ~ Fig. 3)

When asked about the products they buy on e-commerce sites, "food" (54%) ranked first, "books" (50%) ranked second, "home appliances" (43%) ranked third, "daily necessities" (40%) ranked fourth, and "hobbies and luxury goods" (39%) ranked fifth.
By age group, all age groups purchased more food, but others differed depending on the age group.

[3] When choosing an e-commerce site to use, about 50% of users also place importance on "security measures" (Figure 4)

When asked what they value when choosing an e-commerce site to use, more than half of the respondents cited "product lineup" (56%), "ease of use" (54%), "low price" (52%), and "security measures" (51%). This suggests that in addition to enhancing products and improving the usability of the site, "security measures" are also important for the operation of e-commerce sites that are chosen by users.

[4] The repeat rate is 96%, and the repeat factor is "reliable sites" (Fig. 5 ~ Fig. 6)

Next, when asked if they would repeat an e-commerce site they had used more than once, 96% said they would. The reasons for returning were "because it was a reliable site" (54%), "because it is easy to use" (49%), and "because it has a wide variety of products" (42%).

[5] The key to reliability is "security" rather than "service awareness" (Fig. 7 ~ Fig. 8)

Since more than half of the respondents cited the reliability of the site as a reason for repeat use of the e-commerce site, when asked about the importance of "reliability" in choosing a site, almost all answered "important" (98%). When asked what they judge "reliability," 80% answered "security," followed by "operating company" (64%), "service name recognition" (37%), and "operation policy" (17%). It is thought that users check "reliability" through "security" rather than the name recognition of the company or service.

[6] Concerns about the use of e-commerce sites are more likely to be "leakage of personal information" than "product-related" (Figs. 9~10)

When asked what they were worried about when using e-commerce sites, about half of the respondents answered that they were "anxious" (48%). When asked what kind of anxiety they felt, about 70% of the respondents answered "leakage of personal information" (74%) and "leakage of card number" (69%). It seems that many people are more concerned about whether the security of the site is in place than about the product, such as "the product does not arrive" (46%) or "the product is different from the one I bought" (39%).

In this survey, we found that about half of directly managed e-commerce site users decide to use it based on the security measures of the site. In addition, the majority of users repeat use e-commerce sites that they have used once, and even then, it can be seen that trust in the security of the site based on the experience of using the site once is a major factor in repeat use, rather than the awareness of the company or service.
Based on these results, we believe that in order to acquire customers and repeat customers for directly managed e-commerce sites, it is necessary not only to expand the product lineup and improve the convenience of the site, but also to strengthen security measures and eliminate user concerns.
GMO-PG will strive to strengthen security so that users can use payment with peace of mind by providing payment method to directly managed e-commerce sites.

GMO-PG provides a variety of payment method such as credit cards, convenience stores, cash on delivery, and bank transfer to more than 54,000 merchants (as of March 2015 of the GMO Payment Gateway Group) that operate directly managed e-commerce sites such as online shops.
" 3D Secure (*1)" and "Security Code (*2)" functions to protect consumers from credit card fraud, "Tokenization (*3)" and "card information non-retention service" (*4) to prevent information leakage on the EC site side, and "chargeback Compensation Group Insurance" to compensate for damages caused by EC site operators due to chargeback (*5) We are strengthening the security of Credit card payment and at the same time creating an environment where merchants can feel safe.
On the other hand, as part of our efforts to strengthen our risk management system, we have certified all of our business sites in conformity with ISO/IEC 27001:2013 (JIS Q 27001:2014), which is a global standard for information security management, and JCB and American It is fully compliant with PCI DSS Ver. 3.0, a global security standard in the credit card industry jointly formulated by five international credit card brands, Express, Discover, MasterCard, and VISA. Regarding the handling of personal information, we are striving to provide safer and more secure services, such as acquiring the Privacy Mark.

(*1) 3D Secure: A function that authenticates the identity of cardholders at payment times recommended by Visa International, MasterCard International, and JCB for the purpose of preventing third-party fraud in Internet transactions, such as "spoofing fraud."
(*2) Security Code: A method of identity authentication that can prevent misuse by third parties by counterfeit cards, etc., because it refers to the last 3 or 4 digits printed on the back of a credit card and is information that only the cardholder can understand, and is not included in the magnetic information of the card.
(*3) Tokenization: A service that allows EC site operators to payment credit card numbers by replacing them with tokens (random alphanumeric strings) and processing them payment so that they can without touching the purchaser's credit card number.
(*4) Non-retention of card information: A service that allows Credit card payment without storing credit card information (cardholder name, card number, expiration date) in the system of the EC site that is the member store.
(*5) chargeback: If the credit card member does not agree to the payment of the usage fee due to fraud by a third party or other reasons, the credit card company will refuse the payment to the member store.

From the following URL, you can check the materials that summarize the results of the "EC Site Usage Survey" such as "frequently used payment method" and "recognition paths of directly managed EC sites" among directly managed EC site users in an infographic.
URL ：http://gmo-payment-gateway.com/lpc/ig/

When using survey results and graphs, please include "Survey on the usage of EC sites by directly managed EC site users (GMO Payment Gateway's research)" as the source.

Infographic

URL : http://gmo-payment-gateway.com/lpc/ig/

GMO-PG (Company Profile)

URL : http://corp.gmo-pg.com/

GMO-PG (Service)

URL : http://www.gmo-pg.com/