Study Finds Online 'Window Shoppers' Motivated By Price, Privacy

Jan. 13, 2005
Three million people will purchase online for the first time by the end of this holiday season, according to a national survey conducted by NFO Interactive, a provider of research-based marketing information. That will push the number of online U.S. ...

Three million people will purchase online for the first time by the end of this holiday season, according to a national survey conducted by NFO Interactive, a provider of research-based marketing information. That will push the number of online U.S. households to more than 27 million. According to the survey of 4,523 online customers, 80% of those who "window shop" online would be persuaded to make a purchase by bigger discounts. Other enticing factors: assurance of privacy, ability to return a product to a physical location, and real-time customer support. Many people included in the study (60% of those who have made an online purchase) said they type in the desired URL directly as opposed to using bookmarks or search engines. This proves that retailers are in a position to use their stores to promote their Web sites while using their Web sites to advertise their stores, notes Tim Washer, director of research for NFO Interactive. Also reported: 14% of those surveyed who made a purchase online found the Web site via a banner ad with a link. The study is entitled Online Retail Monitor: Branding, Segmentation & Web Sites. It is the first in a series of online retail studies that will be conducted every six months by NFO.

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