Purchasing digital downloads has emerged as the most popular form of consumer e-commerce in India, a survey said.

Seventy six per cent of respondents, the highest in the Asia-Pacific, said they had bought a form of digital entertainment over the Internet in the last 12-months, a Visa e-commerce tracking survey said.

Music downloads at 63 per cent has emerged as the most popular digital entertainment purchase, the survey said.

India is in the fifth spot as far as average online spending in the past 12-months is concerned with the figure at USD 2,147.

According to the survey, nearly 80 per cent of Internet users surveyed in the Asia-Pacific said they have made an online transaction and spent an average of over USD 3,000 each in the past 12-months.

Visa's Asia-Pacific Regional Head, e-Commerce, Mohamad Hafidz, said that in the Asia-Pacific, on an average, a person spent about 20.2 hours a month online.

"Our own survey has revealed that online consumers in Asia-Pacific recognise the convenience of online shopping as reflected in the high percentage of Internet users who buy a wide range of products, from that for everyday use to the occasional high-value item online," Hafidz said.

The top three draws for shopping online were being able to shop at any time (88 per cent), at the best prices (83 per cent) and being able to shop easily (82 per cent), the survey said.