Direct Marketing, Mail Order, and E-commerce News from the National Mail Order Association


More than 25% of consumers who go online still won’t buy there.

At a time when it seems everyone has made a purchase online at some point,
more than 25% of online consumers are still holdouts. According to new data
from Forrester Research, 28% of North Americans who go online for other
reasons don’t buy there, for a variety of reasons.

62% of non-buying online consumers polled said concerns about giving credit
card information over the Internet held them back, while 55% cited the inability
to see an item personally before buying. 25% of non-online buyers said they
prefer to research online but buy in a store. 22% cited delivery costs,
21% cited “horror stories heard about online purchasing,” and 17% don’t
buy online because they aren’t confident the product will arrive in good
condition. 12% didn’t want to have to wait for the item to be delivered;
others cited a variety of additional reasons.

Cutting the data according to age and gender differences showed a slightly
different picture. One of the most marked differences was that males younger
than the age of 35 were far less concerned than were their female counterparts
about the online security of their financial information – only 40% cited it as a
reason not to buy over the Internet, compared to 61% of young women and
62% of all consumers surveyed. Most distrusting of providing credit card
information online were women aged 55 or older. 72% of those polled cited
it as a reason not to buy online, versus 59% of their male counterparts.

Another significant break occurred over the issue of delivery costs. 32% of
young women said they don’t buy online because delivery costs are too high
versus only 18% of young men and 22% of all of those polled. Only 15% of
older males cited delivery costs as a concern and only 21% of older females.

Overall, according to Forrester’s findings, young women expressed the greatest
 reluctance to buy online of any age or gender subset. “Low technology comfort
levels are the real culprit,” according to the report’s author, Forrester analyst
Carrie Johnson. “To accelerate adoption, retailers must gain trust from shoppers
and focus on winning over young females—the most hesitant group of online
shoppers with the greatest future spending promise.”

About Forrester
Since 1983, Forrester has helped companies meet the enterprise-critical challenges
of technology, business, and market change. We provide strategic and practical
guidance to help you embrace and profit from change.


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