The following excerpts are taken from a lengthy study done by UCLA. If you would like to see the study
in it's entirety
Click Here for a PDF copy of the Study.
"THE UCLA INTERNET REPORT: Surveying the Digital Future - Year Three"
UCLA Question:WHAT DO YOU BUY ONLINE?
Response Findings:
"The types of products purchased online vary widely, especially when comparing the items purchased by
those with different levels of online experience.
In 2002, by far the biggest difference in purchasing habits was the percentage of very experienced users
who bought books online, compared to new users. Very experienced users also bought more computer
equipment, software, electronics, food and cosmetics, travel arrangements, sporting goods, gifts, videos or
DVDs, and children’s goods."
UCLA Question:
INTERNET PURCHASING: DOES IT AFFECT BUYING IN RETAIL STORES?
Response Findings:
"Does buying online affect purchasing in traditional “brick-and-mortar” stores?
In 2002, online buying replaced some purchasing in retail stores for many Internet users, and at higher
levels than in 2001.
Nearly two-thirds of Internet purchasers in 2002 (65.6 percent) said that online purchasing has reduced
their purchasing in retail stores either somewhat or a lot – up from 52.6 percent in 2001 and consistent
with 65.1 percent in 2000.
In 2002, 64.7 percent of Internet purchasers said they sometimes or often browse in traditional retail
locations and then buy online – up from 50.3 percent in 2001 and 53.2 percent in 2000."
UCLA Question:ONLINE PURCHASING: WILL IT INCREASE?
Response Findings:
"Respondents in 2002 reported that their online buying is likely to increase.
When asked if they will probably make more purchases online, 71.2 percent of 2002 respondents agreed
or strongly agreed, compared to 66.1 percent in 2001 and 54.5 percent in 2000."
More Findings From the UCLA Report:
Nearly two-thirds of Internet purchasers in 2002 (65.6 percent) said that online purchasing has reduced
their purchasing in retail stores either somewhat or a lot – up from 52.6 percent in 2001 and consistent
with 65.1 percent in 2000.
One final note from the UCLA Report ...
In 2002, the use of corporate Web addresses finally became nearly universal in marketing and advertising
campaigns; an advertisement without a Web address is now the notable exception.
Don't Be the Notable Exception
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