The country’s internet penetration stood at 54% during the year 2021. 76% Pakistanis are connected to the internet in cities like Karachi, Lahore, Rawalpindi, and Islamabad.” Says the report.
66% of internet users were based in Pakistan’s highly populated cities areas while 34% are based in suburban and rural areas of the country. 46% of all Pakistanis accessed the internet every day. Males, Generation-Z (people born from 1995 to 2010), and employees are significantly more likely to be connecting to the internet.
Young males accessing the internet more than any other age group. This younger generation is eager to try new things and requires the internet for education and work.
“Journey to Digital” outlines how Pakistanis use the internet and spend their time on digital, “Majority of non-internet users simply don’t have the means to access the internet as they know about the internet but they can’t get onto it because they don’t have an internet-enabled device or a reliable internet connection,” the report said.
The internet usage surged due to Covid-19, adding before the lockdown there were around 79% of internet users in urban locations accessing the internet daily, which increased by 10% since lockdowns.
Nearly 90% of all internet users visit youtube, which is the most popular application in Pakistan for streaming music and watching video/TV.
Google Search is one of the top 5 applications/websites used in Pakistan and widely used when researching and purchasing products online as well as travel, for information needs and even entertainment.
The report said one-third of all internet users in Pakistan made a purchase online and one-fourth of these shoppers increased their spending during Covid-19 lockdowns.
“The reasons for turning to e-commerce are manifold; 71per cent of Pakistani shoppers find purchasing products or services online easy while 66% find it convenient. 54per cent agree that online shopping websites or apps give personalized product recommendations, which is a common task from shoppers.”
Currently, penetration is limited, and purchases are mainly driven by food and clothing categories. However, around 66% of consumers believed that online shopping was the way forward, and two-thirds of Pakistan online shoppers believed that they would buy products or services online post Covid19.
Industry Head, Performance, South Asia Frontier Markets, Google Faraz Azhar, explained, “With half of its population on the internet – Pakistan is now online! This is the first time Google and Kantar released a study to understand more about Pakistan’s internet population. But it’s not only about people getting online, this research has uncovered new insights and behaviors that show how Covid is impacting online behavior and the digital opportunities waiting to be unlocked.”
“More people are coming online in Pakistan, creating a great opportunity for e-Commerce businesses – if they are ready to seize it. As we see more exploration of the internet beyond social, e-retailers can capture natural cross-category purchasing on its rise, but only if they have first established themselves and their product offering in an online marketplace. Trust is also crucial, so helping customers gain confidence by showing them how easy, convenient and personal the e-shopping experience will be critical to continuing the upward rise of e-Commerce in Pakistan”, Leah Westwood, Client Manager, Kantar added.