NFO Interactive, an interactive research provider, release its 2000 Online Retail Monitor, a bi-annual study that examines the buying habits, attitudes and trends in online retailing.
A total of 2,134 online users, both buyers and non-buyers, took part in
the study. In the current report there is information on differing segments of shoppers and what makes them tick, the role that price plays in the online purchase decision making process, what are the hot categories right now and why, and how top sites performed on measures of stickiness.
Some key learning:
-- 80% of those surveyed have actually transacted online at some
juncture. Virtually all online users have used the Internet as part of
the shopping process.
-- While men once dominated the online shopping scene, 58% of current
online shoppers are female.
-- Three fourths of all online purchases are made by one fourth of online
shoppers. These online shoppers have purchased from, on average,
6 categories in the past 3 months.
-- 72% who state they are unlikely to make a
purchase online say they are
concerned about security.
-- 41% of those surveyed said they would feel more confident in a site if
they could email a sales representative for customer service. 45% said
they would visit a site more if that email were responded to within
12 hours.
-- 16% of online consumers have used a shopping agent when researching a
product online or making a purchase but their use of agents is not
strictly to find the lowest price.
A new survey shows evolving online buying habits
Don Davis
Editor
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