| |
Half of UK Adults Online
Summer 2002 has seen Internet penetration reach the magic 50% among British adults, according to a new survey by NOP World. The latest Internet User Profile Study reveals growth rates that translate into 6,000 new users per day over the last 12 months, much of it driven by women.
The good news for e-tailers is that over half of all users shopped online in the last 6 months, with over a third shopping regularly in the last week. Clothes, electrical goods, groceries, computers, and holidays are all large spend items, along with the ever-popular books and CDs.
The bad news, however, is that a third of users say that they have abandoned a shopping trolley online. Poor usability, payment security concerns, and delivery times are still deterring some buyers from jumping the final hurdle.
According to NOP researcher Fabio Bellicanta, 'e-tailers need to think more creatively about how to make it difficult for the customer to abandon their goods at the 'check-out'. As more and more users are buying goods solely online, an abandoned trolley may mean that customers are being driven to a competitor's site. And if that happens, they probably won't come back.'
NOP screened a nationally representative sample of 30,000 adults, aged 15+, in Great Britain for Internet usage in May 2002 and carried out 1600 interviews with Internet users in June 2002.
|
