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Consumers feel jollier about online shopping this year, ForeSee says
An index of satisfaction with online shopping experiences is up 3.3% compared with last year, according to ForeSee Results. A separate study from comScore shows the heaviest shopping times are during working hours.
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Consumers’ satisfaction with their online shopping experiences reached 77.6 on a 100-point scale for the week of Dec. 3-9, up 1.7% from the previous week and 3.3% from the same week last year, reports ForeSee Results.
“Customer satisfaction has rebounded to pre-holiday levels, a very encouraging trend for the 2007 holiday shopping season,” says Larry Freed, president and CEO of ForeSee Results. “The combination of retailer readiness for the holiday rush and positive reaction to promotions has resulted in robust satisfaction, which should spell strong results for the holiday season and beyond.”
Online shoppers are 4.6% more likely to make a future web purchase and 4.1% more likely to make a purchase at a store or catalog than during the same week in 2006, ForeSee reports. Consumers who abandon an online shopping cart are 8% more likely to buy offline from the retailer, meaning the sale is not truly lost, according to ForeSee, which specializes in measuring online customer satisfaction. The data comes from more than 54,000 visitors to more than 40 retail web sites.
A separate study by web measurement firm comScore Inc. shows online spending is peaking this holiday season in the middle of the day, suggesting many consumers are shopping from work. 25.7% of purchases are being made between 9 a.m. and noon local time, and 26.9% between noon and 3 p.m. Shopping tails off as the day wears on, with 18.7% of sales made between 3 p.m. and 6 p.m. and 10.3% between 6 p.m. and 9 p.m. 8.5% of online purchases are made between 9 p.m. and midnight, and just under 10% between midnight and 9 a.m., comScore says. In other holiday-related news:
- The 10 major online retailers tracked in the Chase Paymentech Pulse Index achieved record one-day sales Tuesday of $155.4 million on 2.8 million transactions. Chase Paymentech, a payment processor, notes that during last year’s holiday season this was the strongest week for online sales for the retailers in the index, with Friday as the peak day, making this coming Friday “a likely candidate for a marked spike.”
- ChannelAdvisor Corp. reports that Monday was the heaviest shopping day ever for its online retailer clients, who amassed $13 million in sales, exceeding the previous mark of $11.6 million on the Monday following Thanksgiving. Channel Adviser facilitates sales through online marketplaces, comparison shopping sites and search engines.
- Dreams Inc., operator of the FansEdge.com team apparel site, says yesterday was its best day ever, with 13,233 orders worth over $900,000.
- Consumers spent 11% and 27% more time, respectively, researching manufacturers’ products online on Thanksgiving Day and the following day than they did on the Monday following Thanksgiving, reports WebCollage. And the average amount of time researching products increased 16% from last year, says WebCollage, a web content integration network for manufacturers and their channel partners.