August 27, 2010 10:00 ET
Eight out of Ten Consumers Shop Online at Least Once a Week
Compete Online Shopper Intelligence Study Also Shows Habits Are Forming
BOSTON, MA--(Marketwire - August 27, 2010) - Compete, a Kantar Media company, today released the findings of its quarterly Online Shopper Intelligence Study, revealing that 83 percent of consumers are shopping online at least weekly.
Study results exposed a number of consistent trends:
- Consumers are seeking out retailers on Facebook and Twitter in growing numbers, 31 percent report checking out Facebook fan pages or Twitter feeds of retailers, almost twice as many people as in Q3 2009.
- Data show that over the next six months, the "most shopped" products online will be entertainment products -- including movies, music, video games, e-media and books. Second on the list? Apparel.
Forty-four percent of consumers reported that they research electronics online, but ultimately purchase electronics at a store, 30 percent do so with kitchen items, 28 percent with media and 28 percent prefer to research furniture online and buy it in the store.
Top reasons why consumers opt to make purchases in a store are to avoid shipping costs (62 percent), to try on, touch or feel an item (57 percent) and immediacy (50 percent).
Marketers can overcome the primary barriers to buying online by offering incentives that address the reasons many consumers research products online, but buy offline. Some of the top ways to encourage consumers to buy more products online are free shipping (87 percent), free returns (63 percent), and fast shipping (42 percent). In addition, the ability to use in-store coupons online is increasingly valued among consumers -- 51 percent indicated it is a motivator to make more purchases online -- up from the 19 percent reported in Q1 2010.
"As retailers look toward the rapidly approaching holidays, they should prepare for an uptick in spending -- over half of all respondents said that compared to last year, they will be spending as much or more this holiday season," said Debra Arbesman, retail associate at Compete. "Retailers should be mindful of these promising findings to create strategies that will better engage shoppers."
Compete Online Shopper Intelligence™ is an industry-wide research report that explores the attitudes and behaviors of online shoppers to provide marketers with powerful insight into the complete online shopping experience.
The Q2 report was compiled from a survey of 3,119 online purchasers between May and July 2010. For more information about the study, email Debra Arbesman at firstname.lastname@example.org.
Compete, a Kantar Media company, helps the world's top brands improve their marketing based on the online behavior of millions of consumers. Leading marketers such as Carlson Hotels Worldwide, Hyundai Motor America, Upromise, Chrysler, and Verizon Wireless rely on Compete's services to create effective online experiences and highly profitable advertising campaigns. Compete's online behavior database -- the largest in the industry -- makes the Web as ingrained in marketing as it is in people's lives.
Compete was founded in 2000 and is located in Boston, MA, with offices throughout the U.S. For more information, please visit http://www.compete.com/.
About Kantar Media
Established in more than in 50 countries, Kantar Media enables exploration of multimedia momentum through analysis of print, radio, TV, internet, social media, and outdoors worldwide. Kantar Media offers a full range of media insights and audience measurement services through its global business sectors -- Intelligence, Audiences and TGI & Custom. Combining the deepest expertise in the industry, Kantar Media tracks more than 3 million brands and delivers insights to more than 22,000 customers around the world. (www.KantarMediaNA.com).