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As the holiday shopping season approaches, a Burst Media survey reports (via MarketingVox) that three-quarters (76.6 percent) of respondents - web users age 18 and older - say they are also online shoppers; three out of five (62.8 percent) of such shoppers also say the internet is their primary source of information when evaluating and comparing products.
The greater the household income, the more likely that the internet is thus used: 70.6 percent of households reporting income of $75,000 or more say so, compared with 59.0 percent of those reporting household income of less than $35,000.
Among online shoppers, four out of five (83.2 percent) say they expect to use the internet to research or purchase gifts during the upcoming holiday season, and 44.3 percent of them say they will use the internet more than they did last year.
Among those who shop online, half (49.7 percent) say they make purchases online; 50.3 percent “window-shop.” Female window-shoppers are more likely than male ones to say they use the internet to find stores for making purchases (50.3 percent vs. 39.9 percent).
The following are the most popular window-shopping activities: comparing different retailers to find the best price (69.3 percent), researching and comparing the features of different brands (69.2 percent), and finding the closest store location where they can make a purchase (45.0 percent).
Security of credit card information and privacy are users’ greatest concerns when online-shopping: 60.3 percent cite security of credit card information; 50.3 percent cite privacy of personal information. Also of concern are shipping costs (41.4 percent), product quality (36.8 percent), a site’s return policy (28.2 percent), shipping issues/delays (27.3 percent), and product availability (20.1 percent).
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