Consumers Embrace the Internet For Shopping More Than Ever Given its Ability to Deliver Convenience, Value, and Time-Savings
2008-10-15 02:26:00 -
www.atg.com - the e-tailing group, inc. Lauren Freedman, 773-975-7280 LF@e-tailing.com www.e-tailing.com The e-tailing group's 3rd Annual Mindset of the Multi-Channel Shopper Holiday Survey, sponsored by e-commerce specialist ATG (NASDAQ: ARTG), reveals that, for the first time, the web has surpassed the store as the preferred way for multi-channel shoppers to purchase holiday gifts. Of those surveyed, 49 percent intend to do their holiday gift buying online while 44 percent plan to do so in-store. Reasons for shopping online start with saving time (88%), locating hard-to-find products (84%), greater selection (83%) and avoiding the crowds at the mall (83%) - all surpassing saving money, which is still an important factor for 80 percent.
Given the tough economic climate, 52 percent of consumers plan to buy fewer holiday gifts this year. The average number of gifts is projected to be down from 16+ last year to 11-15 this year based on this online survey of over 1,000 adults who shop online 4+ times per year, spending $500+ annually.
Although these consumers plan to buy fewer gifts and spend less for those gifts, 72 percent vs. 65 percent in 2007 are planning to research products online prior to purchasing. Shopping wisely, over 91 percent plan to purchase the same number or somewhat more gifts online, equal to last year's spending level.
"Value spending is definitely the mantra as these multi-tasking consumers watch and monitor the web to get the best deals, observes Lauren Freedman, President of the e-tailing group. "Holiday gift buying is particularly impacted by this propensity for shopping smart as consumers preview online to get the most for their money."
Convenience and efficiency have clearly made shoppers more comfortable with the online channel, evidenced by more products being sold across a broader range of categories as well as increased usage of tools and information. Influencers when buying gifts online are topped by promotions, search, and customer service based on a ranking of thirty-six features where free shipping and sales/specials top the list.
The #1 customer reason for not buying more online is the high cost of shipping according to 78 percent of those surveyed. Setting a fair policy then monitoring it competitively and across the industry will be even more important during this cash-challenged holiday season. Keyword search along with clearly displayed and easily sorted search results speak to efficiencies and time-savings top performers.
For 42 percent vs. 30 percent last year, gift cards will account for 11-50 percent of their online holiday spending. Wish list usage has also accelerated with 35 percent vs. 25 percent last year reporting that they have shopped online from someone else's wish list 3+ times.
"Although the Internet is now the shoppers' channel of choice, economic pressures are making the stakes high for merchants. They need to continually learn from and react to their customer's multi-channel demands," cautions Kelly O'Neill, eCommerce Marketing Director for ATG. "It is imperative that practical solutions be deployed wisely throughout the holiday season and into 2009."
To provide merchants with guidelines for this critical selling period ATG, the e-tailing group, and STORES media are hosting a webinar, How to Finesse This High-Stakes Holiday Season (and the year ahead), on Thursday October 30th at 1:00 PM EDT. Additional findings from their timely consumer research as well as actionable examples will be featured. To register please follow this link.
About the e-tailing group
The e-tailing group, inc. serves as the multi-channel merchant's eye, bringing a merchant's sensibility to evolving the multi-channel shopping experience. A Chicago-based consultancy, they provide practical strategic perspectives and actionable merchandising solutions to merchants selling online as well as to enabling technology firms.
For more background about this research study or additional information on the e-tailing group, inc. please contact Lauren Freedman at lf@e-tailing.com or visit the e-tailing group website www.e-tailing.com.
About ATG
A trusted, global specialist in e-commerce, ATG (Art Technology Group, Inc., NASDAQ: ARTG) has spent the last decade focused on helping the world's premier brands maximize the success of their online businesses. The ATG Commerce application suite is the top-rated platform by industry analysts for powering highly personalized, efficient and effective e-commerce sites. The company's platform-neutral e-commerce optimization services can be easily added to any Web site to increase conversions and order size. The company is headquartered in Cambridge, Massachusetts, with additional locations throughout North America and Europe For more information, please visit www.atg.com.
Ninety Percent of Those Surveyed Intend to Do Holiday Shopping
Online This Year
