A fourth of Americans will shop online this holiday season, says new survey
More than 25 % of consumers will shop online for holiday gifts, says a new consumer survey from Advertising.com Inc., an interactive marketing company that creates web, wireless and e-mail promotions for retailers and other direct marketers. Half of those online shoppers expect to spend between $100 and $300, with another 25% planning to spend more than $300 online, says the survey.
International Communications Research surveyed 1,010 consumers on behalf of Advertising.com between Sept. 28 and Oct. 2.
“Consumers are increasingly looking to the Internet as their one-stop shop for the holidays,” said Scott Ferber, chief executive officer of Advertising.com. “The primary key to success for marketers is guaranteeing the ease and speed with which their customers can make a purchase. However, it is equally as important for marketers to precisely predict day-to-day purchasing volumes so that existing order placement and fulfillment processes are reliable.”
Consumers with combined household income of $75,000 or more expect to do the most online shopping, with electronics as their primary intended purchase.
Respondents ranked likelihood of online purchases in the following order:
Electronics (39%)
Music (36%)
Toys (34%)
Clothing (32%)
Housewares (23%)
Jewelry (9%)
In overall spending, 75% of consumers reported they plan to spend at least as much this year as last and 15% said they plan to spend more.
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