| Percentage of participating U.S. consumers purchased a product or service from a website? |
|
| If no, why not? |
| Do not feel secure |
55% |
| Prefer to see product prior to purchase |
49% |
| Shipping costs are too high |
26% |
| Returns are difficult |
16% |
| Other |
16%* |
|
| How many times in the last 12 months have consumers made an online purchase? |
| 2-5 times |
43% |
| 6-12 times |
26% |
| More than 12 times |
18% |
| 1 time |
9% |
| 0 times |
3% |
|
| How do consumers characterize their satisfaction with their online shopping experience? |
| Very satisfied |
64% |
| Somewhat satisfied |
30% |
| Neither satisfied nor dissatisfied |
4% |
| Somewhat dissatisfied |
2% |
| Very dissatisfied |
1% |
|
| Why were consumers dissatisfied? |
| Other |
41%** |
| Product was not what was expected (color, quality, etc.) |
36% |
| Shipping costs were too high |
25% |
| Delivery took too long |
22% |
| Returning unwanted product was inconvenient |
15% |
| Product did not fit |
9% |
| Product was damaged or defective |
3% |
|
| How do consumers' online shopping experiences with national or regional companies compare with their online shopping experiences with local independent companies? |
| No difference |
49% |
| Cannot compare, only shopped with national/regional companies |
28% |
| Usually better with national/regional companies |
14% |
| Usually better with local independent companies |
4% |
| Cannot compare, only shopped with local independent companies |
4% |
|
| What factors do consumers deem important when shopping online? |
| Assurance of security |
97% |
| Promise of security |
96% |
| Prices |
95% |
| Website ease of use |
94% |
| Availability of products and services |
94% |
| Pictures of products |
93% |
| Company reputation |
91% |
| Free shipping |
86% |
| Online customer support |
82% |
| Breadth of products and services |
80% |
| Offers a familiar brand |
77% |
| Company is a national or regional firm |
51% |
|
| How did consumers rank the following media in order of how effective they are in providing information about local businesses in their community? |
| Ranked #1 |
|
| Local newspapers, TV, radio |
64% |
| Internet search sites |
13% |
| Yellow Pages directories |
12% |
| Local companies' own websites |
11% |
| Ranked #2 |
|
| Yellow Pages directories |
33% |
| Internet search sites |
26% |
| Local companies' own websites |
25% |
| Local newspapers, TV, radio |
15% |
|
| To what extent are consumers' decisions to shop on a particular website influenced by knowing that the company also operates a retail store(s)? |
| Neither more nor less likely to buy from a website that also has a retail store(s) |
48% |
| Somewhat more likely to buy from a website that also has a retail store(s) |
27% |
| Much more likely to buy from a website that also has a retail store(s) |
21% |
| Somewhat less likely to buy from a website that also has a retail store(s) |
2% |
| Much less likely to buy from a website that also has a retail store(s) |
2% |
|
| During the past 12 months, about how much have consumers spent for purchases they made online, excluding purchases through online auctions such as eBay? |
| $100 - $500 |
48% |
| Over $500 |
24% |
| Less than $500 |
24% |
| Nothing |
5% |
|