The newly released annual look at the digital world from online and mobile measurement firm comScore makes it quite clear that retailers better be ...
Internet users with less than six months' experience say they're confident about shopping online, according to a recent study by NPD Online Research (www.npd.com). Of 4,601 respondents new to the Web, 62% plan to complete part of their holiday purchasing online, a 100% jump from last year's survey. Most expect to spend between $100 and $300.
New online shoppers plan to buy from merchants most familiar to them, with the top five identified as Amazon.com, Toys R Us, Wal-Mart, eToys.com, and Barnes & Noble. Despite this growing comfort, those surveyed say security and trust are still concerns. More than a quarter say they're avoiding online purchasing as a result. Among other concerns, the need to see merchandise before buying it is deterring 23% from shopping online, while high shipping costs are turning away 10%.
Convenience (29%), price specials (20%), avoiding crowds (18%) and curiosity (16%) are key drivers for new online shoppers, according to the study.