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To Click or Not to Click: Web Site Features Influence Consumer Choice in Holiday Shopping Destinations
Nov 19, 2007 (10:11 AM EST)
KING OF PRUSSIA, Pa., Nov. 19 /PRNewswire-FirstCall/ -- It will take more than a basic e-commerce site to satisfy consumers this holiday season, concludes GSI Commerce Inc. based on the results of a recent survey of online U.S. adults(1,2). Understanding which Web site features influence customers' decisions about where to shop online can help retailers attract more customers to visit and buy from their Web stores.
Surveying more than 2,800 adults with Internet access, GSI discovered a generational gap exists between younger and older consumers (ages 18-34 versus ages 55+). When asked to comment on the importance of Web site features in influencing where they would shop online this holiday season:
* Younger adults were more likely than older adults to say that user reviews are important or very important (57% ages 18-34 versus 39% ages 55+). * Younger adults considered alternative payment methods, such as Bill Me Later, Google Checkout or PayPal, to be more important than older adults did (42% ages 18-34 versus 29% ages 55+). * Twenty-one percent of those ages 18-34 rated professional site design as very important compared to 8% of those 55 and over.
Overall, about two thirds (67%) of adults indicate a well-known site/brand is an important or very important feature in influencing their decision to shop at a specific Web store. Additionally, 40 percent of adults report that a convenient return policy is a very important feature.
Survey results also show that there are more similarities than differences between genders, including:
* Thirty-four percent of men and 34 percent of women consider a well- known site/brand to be very important. * Forty-six percent of women versus 47 percent of men indicate a professional site design is an important or very important feature. * However, more women than men find a convenient return policy to be a very important feature (46% of women versus 34% of men).
"The fact that consumers consider features such as customer reviews and site-design quality to help determine where they'll shop online this holiday season indicates they are looking for more than just a run-of-the-mill e- commerce storefront," said Fiona Dias, executive vice president of partner strategy & marketing for GSI. "With JupiterResearch predicting that 2007 online holiday shopping sales will increase by 20% over last year, retailers and brands have a great opportunity to attract customers by paying close attention to the features that influence consumer shopping decisions. To compete in a crowded online marketplace, companies need to embrace and deliver against growing customer expectations."
About the Study
This Online Holiday Shopping study was conducted online by Harris Interactive within the United States on behalf of GSI Commerce between October 19 and October 23, 2007 among 2,818 U.S. adults ages 18+. Results were weighted as needed for age, sex, race/ethnicity, education, region, and household income.
All sample surveys and polls, whether or not they use probability sampling, are subject to multiple sources of error which are most often not possible to quantify or estimate, including sampling error, coverage error, error associated with nonresponse, error associated with question wording and response options, and post-survey weighting and adjustments. Therefore, Harris Interactive avoids the words "margin of error" as they are misleading. All that can be calculated are different possible sampling errors with different probabilities for pure, unweighted, random samples with 100% response rates. These are only theoretical because no published polls come close to this ideal
Respondents for this survey were selected from among those who have agreed to participate in Harris Interactive surveys. The data have been weighted to reflect the composition of the online U.S. adult population on the basis of Internet usage (hours per week) and connection type. Because the sample is based on those who agreed to be invited to participate in the Harris Interactive online research panel, no estimates of theoretical sampling error can be calculated
About Harris Interactive
Harris Interactive(R) is the 13th largest and one of the fastest growing market research firms in the world. The company provides innovative research, insights, and strategic advice to help its clients make more confident decisions, which lead to measurable and enduring improvements in performance. Harris Interactive is widely known for The Harris Poll, one of the longest running, independent opinion polls, and for pioneering online market research methods. The company has built what it believes to be the world's largest panel of survey respondents, the Harris Poll Online. Harris Interactive serves clients worldwide through its North American, European, and Asian offices, and through a global network of independent market research firms. More information about Harris Interactive may be obtained at http://www.harrisinteractive.com http://www.harrispollonline.com . To become a member of the Harris Poll Online and be invited to participate in online surveys, register at .
About GSI Commerce
GSI Commerce(R) is a leading provider of e-commerce solutions that enable retailers, branded manufacturers, entertainment companies and professional sports organizations to operate e-commerce businesses. We provide solutions for our partners through our integrated e-commerce platform, which is comprised of four components: technology, customer care, fulfillment and marketing services. We provide e-commerce solutions for approximately 80 partners.
This news release contains forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. All statements made in this release, other than statements of historical fact, are forward-looking statements. Actual results might differ materially from what is expressed or implied by these forward-looking statements. Additional information about potential factors that could affect GSI Commerce can be found in its most recent Form 10-K, Form 10-Q, and other reports and statements filed by GSI Commerce with the SEC. GSI Commerce expressly disclaims any intent or obligation to update these forward-looking statements.
(1) This study was conducted online by Harris Interactive on behalf of GSI Commerce between October 19 and October 23, 2007 among 2,818 U.S. adults ages 18+.
(2) For the purposes of this study, the data was weighted to reflect the population of U.S. "online adults" on the basis of Internet usage (hours per week) and connection type.
Contact: GSI Commerce, Inc. Corporate Marketing 610.491.7474 Fax: 610.265.2866 email@example.com
CONTACT: GSI Commerce, Inc. Corporate Marketing, +1-610-491-7474, Fax: firstname.lastname@example.org+1-610-265-2866,
Web site: http://www.gsicommerce.com/ http://www.harrisinteractive.com/ http://www.harrispollonline.com/