Even though they constitute only 19% of the online population, "Hyper Buyers" account for half of all electronic commerce spending, according to e-commerce research and analysis firm Gomez Advisors Inc., Lincoln, Mass. Gomez has released the results of a national study, "The State of Retail E-Commerce: Identifying and Capturing the Active Online Buyer," based on over 23,000 surveys of U.S. online consumers. It is said to be the largest survey to date that focuses exclusively on customer acquisition and the shopping behaviors of online consumers.
Other findings of the report, says Gomez, include:
- Hyper Buyers overwhelmingly cite convenience, not price or selection, as their primary motivation to buy online.
- Moderate Buyers who buy online once every one to six months account for the remaining 50% of e-commerce spending and also cite convenience as a primary motivator to buy online.
- Both Moderate Buyers and Hyper Buyers show a clear propensity to go directly to their retailer of choice by directly typing in the URL address, which justifies some of the heavy investments online firms have made in branding activities.
- The top two online activities of both Hyper Buyers and Moderate Buyers are e-mailing and reading news online; more than 75% of the Internet population is reading news online.
- Books, music, computer software and gifts are the most popular items purchased online.