ASD/AMD Marketplace - Summer 2008 - (Page 57) Feature category with the largest increase proved to be clothing/accessories/ shoes, which recorded a 16% uptick to 36% in two years. About onequarter of online shoppers clicked to buy videos/DVDs/games, make airline reservations or buy tickets, and to score electronic equipment such as a digital camera or TV. Travel registered as the fourth most popular category on the web, with a disproportionately high volume sourcing from India, Ireland and the United Emirates, where 70% and 60%, respectively, of the country’s web shoppers bought airline tickets or made travel reservations. Shop early and often Marketers would be well-advised to focus on capturing the tens of millions of new online shoppers as they known as word of mouth. (See sidebar) Transactional analysis Credit cards represent the preferred payment method for 60% of consumers shopping online, followed by PayPal (24%), bank transfer (23%), debit cards (22%) and cash on delivery (15%). Visa was the credit card of choice for 53% of credit card web buyers. Country-level analysis produced some interesting learnings. Turkish online shoppers, who represent that country’s economic elite, dominated global rankings for credit card usage with a 91% rate for online purchases, while Irish online shoppers at 86% and Indian and United Emirate shoppers at 84% each, nipped at their heels. However, debit cards swiped their share of the Favorite eStores Good news for electronic retail sites, and bad news for their brick and mortar counterparts, a significant percentage of shoppers reported being “very satisfied” with their overall shopping experience. Dell. com stood at the head of the class, earning praise from 78.7% of shoppers. Sharing the limelight with an almost equally impressive score (77.2%) was Barnesandnoble. com, followed by Netflix.com at 76.5% and Amazon.com at 75.3%. Hey big spenders Mapping out the biggest Internet-spending designated market areas (DMA) in the U.S. looks like a zigzag exercise in connect the dots. Big spending is defined by Scarborough Research as cumulative purchases of $2,500 or more spent online over the 12 months ending March 2007. The charts “South Korea topped the online with the highest levels of shopping in the world…. ” begin their Internet buying career. Whether prompted by inertia, comfort level or familiarity, the overwhelming majority of online shoppers (60%) said they buy from the “same site I buy from regularly”. Capture that first sale, deliver value and a great experience, and the relationship, along with customer loyalty, will build over time. Roughly one-third of consumers discover interesting sites when surfing and make a purchase. An almost equal number rely on search engines to serve up shopping options, or respond to a special offer. One area of increasing influence is that of consumergenerated media, more commonly payment action among U.K. (59%) and U.S. (40%) shoppers. Anytime from anywhere When do Internet shoppers shop? Pretty much 24/7, whenever the spirit moves them, according to a Nielsen Online pre-holiday survey. Fully 81% of web buyers cited the “ability to shop anytime during the day” as the reason they chose to shop online for the holidays. Other popular rationales for online consumerism included saving time (77%), as well as the ability to comparison shop (61%) and find things easily (56%). Low price ranked relatively low (46%) as a motivation for online shopping, as did low shipping costs (24%). map begins on the East Coast in Washington, D.C., which indexes at 194, suggesting that adults in this city were almost two times more likely as all consumers nationally to have spent that amount online during the past year. The line then spans the contour of the U.S. west to the San Francisco/ Oakland/San Jose DMA which placed second with an index of 190. The line drops southeast to the Austin DMA, then northwest to Seattle/Tacoma, back southeast to Las Vegas, then way southeast to West Palm Beach/Fort Pierce, returning to the mid-point of the country, the Chicago DMA, then taking another dramatic dip Summer ‘08 57 http://Netflix.com http://Amazon.com
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