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RETAIL FORWARD REPORT: 2001 ONLINE SHOPPING FIGURES

Source: Association for Interactive Media

Posted on January 10, 2002

      According to a report from Retail Forward, 2001 saw more holiday e-shoppers during the holiday season, but the percentage that bought something was down from 2000 holiday numbers.

      The report found that a greater percentage of Internet shoppers were buyers in 2000, when only four percent of online shoppers failed to make a purchase. In 2001, 10 percent of e-shoppers did not make a purchase online.

      This suggests that shoppers are increasingly using the Internet as a tool to browse for products. In 2000, 74 percent of Internet users shopped online and in 2001, it increased to 88 percent.

      In this study Retail Forward surveyed 796 Internet users in December 2001 who had shopped online before this holiday season. The group was also polled about their online shopping experience. The percentage of e-shoppers satisfied with their online experience increased between the 2000 and 2001 holiday, from 55 percent to 72 percent.

      Accordingly, the percentage of e-shoppers dissatisfied with some part of their online experience declined from 42 percent in 2000 to just 27 percent in 2001.

      In its 2001 Holiday Shopping Report, eMarketer estimated that there were 85.3 million e-shoppers this past holiday season, but only 58.7 million buyers - a difference of roughly 27 million. These numbers closely follow the Retail Forward report findings.

      Further details at this site.




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