The proportion of online consumers who have bought something online grew 4.3% from Q3 last year to this, says the latest Consumer Internet Barometer from NFO WorldGroup, Forrester Research and The Conference Board. At the same, satisfaction with online shopping continues to rise.
The Consumer Internet Barometer reports that 71.6% of online users purchase a product online in the third quarter, up from 68.6% a year earlier. Of those, 25.6% reported being extremely satisfied with their experience, up from 24.9% a year earlier.
But before retailers get too smug with the increase in satisfaction ratings, the Consumer Internet Barometer also reports that it’s the lowest level of extremely satisfied ratings for all the areas that the barometer measures. 37.5% of online users say they are extremely satisfied with their personal communications activities online, 32.9% say that about financial transactions, 31.3% say that about personal research, 29.4% about work-related activities and 27.4% about playing games online.
The Consumer Internet Barometer also reports that 52.4% of all households purchased something online in Q3 vs. 48.9% in Q3 2002.
Of those who bought online in the past three months, 90% say they are likely to buy again in the next three months. Most likely to buy again are consumers aged 35 to 54 with household incomes of $35,000-$50,000 and $75,000 and above.
The Consumer Internet Barometer is based on a mailed survey to 5,000 male and 5,000 females head of household. Return rate is 70%.
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