IMRG have recently conducted a survey that indicates online Christmas shopping is set to boom this year. The research also indicates that the internet is becoming an important tool for research before purchasing and driving consumer choice.
The survey asked questions and gathered opinions from more than 2million online shoppers across a diverse range of retailers about their Christmas shopping habits. Most shoppers highlighted the current credit crunch crisis as the key influencing factor, 68% of shoppers said that they are more likely to shop online for Christmas presents this year. In 2007 56% stated that more than half of their Christmas shopping would be done online, with that rising to 77% in 2008. Most shoppers believe that the pricing online is more competitive, with 79% of shoppers more than satisfied that the pricing structure online was indeed competitive.
The survey further highlighted that the internet is becoming increasingly important as a research tool. Indeed 86% of shoppers said they would research all the options online before buying in-store, with 56% saying they would research in-store before buying online.
The research also revealed that 58% of shoppers are going to start their Christmas shopping earlier this year, to spread the costs, with the credit crunch the main reason for this. Overall the e-CSI Index confirms that overall shoppers are satisfied with their online experiences, with 79% of shoppers confirming this. Furthermore, 80% are happy with the delivery from the online retailers, and the number of those pleased with the range of products available online was at 84%. More importantly perhaps, 74% are satisfied with the security measures offered by online retailers and 76% are happy with the help available online, should they have a query.
James Roper, CEO at IMRG, says: "Christmas can be an expensive time of the year, and this year it will feel particularly so for many who are being squeezed in the economic slowdown. Therefore, it's great to see the high levels of awareness amongst Christmas shoppers on the competitive pricing available online, an increase in those turning to e-retailers over the festive season and a strong satisfaction rating in the online shopping experience, especially delivery. The online route really drives consumer choice, which is great for those of us trying to maintain a champagne taste on a beer budget. So, it's ideal a large majority of shoppers are planning to use the internet to research the most interesting products and services. It will really ensure they get value for money during the festive period." *
*Retail Bulletin, Monday 8th September 2008