December 2, 2003, 12:00 AM

Internet buying supplements store purchases, a new study says

Nearly two-thirds of Internet shoppers say their online purchases are made in addition to their purchases in stores, and 47% say the web offers an easier shopping experience, reports WLS Strategic Retail.

Kurt Peters

Executive Editor

 

Consumer shopping may be shifting to the web, but web purchases are incremental to store purchases, says a new survey from WLS Strategic Retail. Nearly two-thirds of Internet shoppers say their online purchases are made in addition to their purchases in stores, and 47% say the web offers an easier shopping experience, WLS Strategic Retail reports in its recent “How America Shops...Everyday Pulse Report.” It notes that women (66%) were more likely than men (59%) to say that online shopping increased rather than replaced their shopping in stores.

WLS based its findings on survey responses from 691 web shoppers, including 342 women and 349 men, Nov. 4-11.

Reasons respondents gave for liking online shopping included having a big selection of shopping options, cited by 74%, and a preference for shopping at a retailer that offers the ability to shop either online, in a store or through a catalog, cited by 63%.

WLS also reported that less than half of respondents, or 41%, said they get more pleasure shopping in stores than on the Internet. The study found that age, income and ethnicity were tied to the sharpest differences among respondents who said they prefer stores:
• 49% of those under the age of 35 said they get more pleasure shopping in stores than on the web, compared to 32% for those aged 35-54 and 35% for those 55 and above.
• 33% of those with incomes of $100,000 or more said they get more pleasure shopping in stores than on the web, compared to 43% for those earning from $50,000 to less than $100,000 and 41% for those earning under $50,000.
• 56% of Hispanic consumers said they preferred stores, compared to 39% for Caucasian consumers and 35% for all others.

 

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