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BizReport : Research archives : November 19, 2007

Optimize websites for choosy Christmas shoppers

Online shoppers are looking for more than the average online storefront, found a recent survey of U.S. adult Internet users. The shopper's age and the website features offered may influence their decision to buy.

by Helen Leggatt

gsi%20commerce%20logo.gifOnline shoppers are looking at website features and design to help decide where they’ll spend their online dollars, found a recent online survey of over 2,800 U.S. adults (18+) conducted by Harris Interactive for GSI Commerce Inc.

More than anything, a shopper’s age will determine which features they find attractive. The results found that:

- 57 percent of young adults (18 – 34) said user reviews were important or very important compared with 39 percent of older adults (55+).

- 42 percent of younger adults were attracted by the availability of alternative payment methods such as PayPal, Google Checkout or Bill Me Later compared with 29 percent of older adults.

- 21 percent of young adults rated professional website design as very important, compared with just 8 percent of older adults.

"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,” said Fiona Dias, executive vice president of partner strategy and marketing for GSI Commerce Inc. in a recent announcement. “To compete in a crowded online marketplace, companies need to embrace and deliver against growing customer expectations."

Tags: age group, customer reviews, online shopping

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