Google research highlights digital revolution overtaking Pakistan

• The two-stage study interviewed 4,135 Pakistanis aged between 15-55 in both urban and rural areas.
• The study found that 76% of Pakistanis are connected to the internet in the top three cities of the country.
• The study further shows 46% of all Pakistanis access the internet every day.

Pakistan is witnessing a digital revolution and most of the citizens are ready to embrace it as more than half the population of the country access internet on daily basis, a study has revealed.

Google and Kantar shared new research “Journey to Digital” about the digital population in Pakistan. The two-stage study interviewed 4,135 Pakistanis aged between 15-55 in both urban and rural areas.

The study found that 76% of Pakistanis are connected to the internet in the top three cities of the country (Karachi, Lahore, Rawalpindi / Islamabad).

Overall, 66% of internet users are based in urban areas while 47% are based in rural areas. The study further showed that 46% of all Pakistanis access the internet every day.

According to the study, young males are early adopters, who access the internet more than any other group. They are also keener to try new things and need the internet for education and work.

Internet usage surged due to COVID-19, finds the study, as, before the lockdown, 79% of internet users in urban locations accessed the internet daily, which increased by 10% since lockdowns were imposed.

Google Search and YouTube are most popular in Pakistan, said the study. YouTube, used by nearly 90% of all internet users, is the most popular app in Pakistan for streaming music and watching video/TV, and 38% of Pakistan's internet users go to YouTube in the research phase of their shopping journey.

The study also says that one-third of all internet users in Pakistan have made a purchase online and one-fourth of these shoppers have increased their spending during COVID-19 lockdowns.

Pakistan is a witness to the e-commerce boom as 71% of Pakistani shoppers find purchasing products or services online easy, while 66% find it convenient. Another 54% agree that online shopping websites or apps give personalised product recommendations, which is a common question from shoppers.

However, 66% of consumers believe that online shopping is the way forward, and two-thirds of Pakistan online shoppers believe that they will buy products or services online after the COVID-19 pandemic.

Faraz Azhar, Industry Head, Performance, South Asia Frontier Markets, Google 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 behaviours that show how COVID is impacting online behaviour and the digital opportunities waiting to be unlocked.”

"More people are coming online in Pakistan, creating a great opportunity for eCommerce 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," he said. 

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 eCommerce in Pakistan, Leah Westwood, Client Manager at Kantar added.