Internet channel of choice for multi-channel shoppers

Nearly half (49%) of 1,000 US consumers who shop online four or more times per year, spending $500 or more, intend to purchase their holiday gifts online. That's more than the 44% who plan to shop in-store.

The move to online shopping isn't price-led, found The E-Tailing Group Inc. Convenience and a wider choice of products were greater drivers with 88% shopping online to save time, 84% citing it easier to locate hard-to-find products, 83% like access to a greater product selection, and 83% shop online to avoid the throngs at malls.

Price was fifth on the list of reasons for using the Internet with 80% citing saving money.

Conversely, the main reason that many consumers don't shop more online is the cost of delivery. Online retailers should be looking at adding value by offering free or discounted delivery and ensuring their policies and charges are easy to understand and locate on their websites.

"Setting a fair policy then monitoring it competitively and across the industry will be even more important during this cash-challenged holiday season," said the report.

Tags: convenience, delivery costs, in-store, Internet, multi-channel, online shopping holidays, price