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Published by: eMarketer
Published: Jul. 1, 2004 - 96 Pages
Table of Contents
Methodology
The eMarketer Difference
The Benefits of eMarketer’s Aggregation Approach
“Benchmarking” and Projections
I E-Commerce Overview
A. State of Online Retailing
B. E-Commerce Market Size and Growth Opportunities
C. Broadband Access: A Key Driver for Online Sales
II US Consumer Online Demand Model
A. Online Population
B. Online Shoppers and Buyers
C. Online Spending
III E-Commerce Compared with Other Internet Activities
IV Online Shopping Categories
A. Hot and Cold Categories
B. Trendsetting Categories
V Demographic Characteristics of Online Shoppers
A.Age
B. Gender
C. Education and Income
D. Race and Ethnicity
E. Geographic Community
VI How Consumers Choose Where to Buy
A. The Role of Search Engines
B. Online vs. Offline Stores
C. The Role of Sensory Experience
VII Online Shopping: Benefits for Consumers
A. Advantages to Shopping Online
VIII Online Shopping: Drawbacks for Consumers
A. Conversion Rates
B. Shopping Cart Abandonment
C. Other Sources of Dissatisfaction
D. Risks Associated With Online Buying
Index of Charts
Abstract
Online Marketers, Advertising Agencies, Retailers and Software, Hardware, Telecom and Internet Providers. The B2C E-Commerce in the US report tracks the trends as online retailing moves from its adolescence to early adulthood. With fewer horror stories of Web sites crashing and merchandise arriving late, or never at all, retailers have been able to shift their focus from technical and operational issues to the business of refining Web site design and improving customer service. Over the past few years, online retailers have improved their services in a number of ways. Customers can now pick up or return merchandise purchased online at a bricks-and-mortar store. New technologies help consumers better evaluate products. And click-and-mortar retailers are learning how to make their various sales channels complement, rather than compete with, each other. As Professor Peter Fader of Wharton explains, "E-Commerce will have arrived when it is treated as just another retail channel and not as a unique environment. As shoppers move more and more seamlessly from online to offline to research a purchase and make a transaction, it makes no sense to treat the two channels separately from each other." That day is close at hand. The B2C E-Commerce in The US Report Answers These Questions:
How fast will e-commerce sales grow?
Which product categories are growing fastest online?
What categories face the most consumer resistance?
Which demographic segments of the US population are showing the sharpest increases in online purchases?
What do consumers perceive to be the greatest advantages to online shopping?
What are the greatest risks?
What Web retailer behaviors turnoff online buyers?
How do consumers divide their shopping time between online and offline stores?
And many more...
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