Nielsen: 80% of US adults have shopped online since May

Online shopping isn't going anywhere. According to the latest research from Nielsen Online, nearly 80% of US adults purchased a product online within the last six months. The majority of the purchases have been made in the travel sector.

by Kristina Knight

Researchers found that 38% of the population purchased in the travel category; managing credit accounts online reached 36%. Consumers also purchased apparel (shoes, clothing, outerwear) and books.

Where are consumers landing when they want to shop? The majority are going to online auction hubs such as eBay or Amazon; these sites also consume the majority of time spent online. Consumers shopping on eBay, for example, spend nearly two hours on-site; consumers shopping with Amazon just over 20 minutes on-site.

"Most consumers see online retail as a primary benefit of the Internet," said Nachi Lolla, research director, commerce, Nielsen Online. "The challenge for retailers is no longer how to lure shoppers online, but how to differentiate their brand among all others. Heading into this competitive holiday shopping season, selection, price and customer service are the key areas retailers can shine."

Setting brand apart is all about the message sent. According to reports, retailers and marketers need to make sure their message doesn't change even though their sales do. If your message is 'low prices', marketers should ensure that pricing is actually low; if the message is 'quality' then make sure the products offered will stand up to wear and tear.