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Tuesday, October 9, 2007 |
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Half of all web users will shop online this holiday season, study says
More than half, or 50.7%, of Internet users will do at least some of their holiday shopping online this year, up from 37.6% last year, Burst Media says in a new report.
The report also notes that 25.6% of online consumers expect to reduce overall holiday spending while only 16.8% plan to increase it this year, placing more importance on the web as a growth channel.
“Consumers are flocking to the Internet and the web is now an integral part of their holiday season shopping,” says Jarvis Coffin, CEO and co-founder of Burst Media, an advertising network focused on serving specialty web sites. “While spending plans for the holiday season may be lower, the Internet retail space will still experience a huge influx of holiday consumers and their spending dollars.”
The study was based on a survey of 2,400 online consumers age 18 and older.
The survey also found:
68.6% of Internet users shop online and use the web to research products. But among these consumers, 50.6% only “window shop” online to research and compare brands and prices, and find store locations, while 49.4% research and buy online.
Use of the web as a shopping research tool rises along with household income: among households with total income of $75,000 or more, 81.6% research online; $35,000-$74,999, 73.1%; less than $35,000, 62.3%.
70.7% of online shoppers cite credit card security as the biggest impediment to buying online. Other concerns were the privacy of personal information online, cited by 60.8%; shipping costs, 64.6%; product quality, 52.4%; return policies, 45.9%; delays and other shipping issues, 45.8%; and product availability, 34.8%.
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