Web shopping won’t flag, says new online consumer confidence survey

More than 4 of 10 (42%) U.S. Internet users intend to purchase online during the next three months. They will spend $9.9 billion via the web during that period, according to results of the new Yahoo!/ACNielsen Internet Confidence Index.

The Yahoo!/ACNielsen Internet Confidence Index is designed to measure consumer confidence in e-commerce services, based on attitudes and intended behavior. The Index score for this initial E-commerce Index has been set to 100 for use as a baseline. The E-commerce Index will be released quarterly.

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Consumers cite price comparison, selection, and the availability of information as prime reasons to shop online, said Grant Winfrey, senior marketing director for Yahoo!`s commerce services. Interestingly, consumers did not rank convenience as a primary motivator for online shopping, he said.

"One of the more striking findings of the Index is the substantial dollar amount of e-commerce that is expected to be transacted during the next three months," said Travyn Rhall, ACNielsen`s managing director of international research. "Despite industry consolidation and a changing business landscape, the Index clearly demonstrates the public`s continued confidence in making purchases over the web."

Results among different users were:
-- E-commerce Index: 100 (baseline)
-- Internet users: 118
-- Heavy Internet users (daily): 134
-- Light Internet users: 94
-- Non-Internet users: 69

Consumers rated comfort with using a credit card online and disclosure of personal information as the biggest barriers, but also revealed that they are relatively confident that the goods they order online will be delivered properly, the report says.

The report`s ranking of motivators and barriers to e-commerce:

Motivators
1. Information about products and services
2. Price Comparison
3. Selection of products and services
4. Convenience

Barriers
1. Comfort with credit card usage
2. Confidentiality of personal information
3. Customer service
4. Proper delivery of goods

Younger respondents display the most confidence in online purchasing.
-- E-commerce Index baseline: 100
-- Ages 18 – 24: 123
-- Ages 25 – 34: 104
-- Ages 35 – 44: 110
-- Ages 45 and above: 89

The 42% who said they will buy online reported they will spend:
--under $50: 31%
--$51 to $100: 24%
--$101 to $200: 14%
--$201 to $500: 18%
--more than $500: 12%