December 26, 2000, 9:55 AM

No Fallout: Veteran online shoppers are spending more

Don Davis

Editor in Chief

The negative news about e-retailers is not scaring away shoppers, says the latest e.commerce-Pulse survey from Harris Internactive. In fact, those who shop online are more comfortable than ever. Harris’s evidence: Online shoppers in the second quarter continued their trend of shopping and buying more online rather than shopping online and buying offline. In some categories, online purchasing far outstrips offline. For instance, online buyers of flowers, gifts and cards spend 31 cents offline for every dollar online; in books, the ratio is 43 cents. Harris Interactive polls as many as 100,000 online consumers every quarter who have opted into Harris’s survey.

The data apply only to online shoppers and not to the population as a whole, cautions Lori Iventosch-James, director of ecommerce research at San Francisco-based Harris Interactive. “We haven’t seen a bit of evidence that shoppers have been spooked,” she says.

For every dollar online shoppers spent at web sites in these categories, they spent the following amounts in the real world:    
  Second Quarter 2000 First Quarter 2000
Home/garden $3.86 $4.29
Electronics 2.35 2.37
Toys 2.13 1.5
Clothing 1.92 2.53
Computer hardware 1.36 1.09
Sports equipment 1.01 1.6
Software 0.8 0.91
Health & beauty 0.56 0.68
Music/video 0.46 0.65
Books 0.45 0.6
Flowers/gifts/cards 0.31 0.43

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