Nielsen Online reports, from an online survey of 1,300 online shoppers, that USA consumers will move more of their gift buying online over the holiday season due to the convenience, time efficiency and price benefits.
Convenience was very important, with 76% referring to the ability to shop 24/7, and 76% saying that the time saving in online shopping was a motivation.
53% of consumers surveyed said that price was also a major factor in buying online this year, compared to 45% who said that last year.
41% said that an increasing proportion of holiday spending will be done online, compared to 39% last year.
36% said that they would spend the majority of their holiday gift budget online, compared to 32% a year ago.
Toys, video games and books are the top three categories for this year’s online gift purchases with Amazon, Barnes and Noble and Wal-Mart the main online retailers being used.
The survey predicts that online holiday sales will increase from last year at about 10%, which is the smallest yearly increase to date.
Convenience is the main driving force for most consumers, as opposed to price, however comparison shopping for higher priced products will be important.
So even though the depressed economic conditions will dampen retail sales expectations, the expansion of online shopping continues, although at a lower rate of growth.
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