Top 10 Reasons We Shop Online

According to Nielsen Online these are the top 10 reasons why we shop online:

Top 10 Reasons We Shop Online (U.S.)

1. Able to shop 24 hours a day (76%)

2. Saves time (74%)

3. Avoiding crowds (65%)

4. Saves gas (59%)

5. Sales/Discounts/Promotions (55%)

6. Low prices (53%)

7. Comparison shopping (48%)

8. Selection (40%)

9. Available product information (37%)

10. Items are in stock (37%)

This list is based on a pre-holiday survey done during the week of November 6th - 11th, 2008 and included 1,300 online shoppers who planned to shop online for Christmas this year. Online shoppers really like the convenience of being able to shop whenever they want to, saving time and avoiding the crowds. Sale prices and discounts didn't make the list until #5 and #6. However, with the tighter Christmas budgets that all shoppers have this year the percent of online shoppers looking for lower prices was up this year at 53% from last years 46%.

The same survey also shows that all Christmas shoppers are shopping more online for their holiday gift buying then ever before. An average of 41% of their holiday budgets, set aside for gifts, will be spent online compared to 39% from last year. And 36% of respondents stated they would spend the majority of their Christmas budgets online, versus 32% from last year.

The data also shows that the top three online retailers where online shoppers are going to spend their Christmas gift budgets are Amazon, Wal-Mart and Barnes & Noble. Ken Cassar, Vice President of Industry Insights for Nielsen Online says, "Based on our survey findings, we believe holiday online sales will grow from 2007, but likely at a single-digit rate and representing the smallest increase we've seen since the online commerce market was born."

Online shoppers though, overall still consider the best aspect of online shopping it's convenience to them, not the price breaks. So that means that online retailers can continue to try to lure the tight Christmas budget dollars from online shoppers by distinguishing themselves with service and great selection of product. This doesn't mean that the online shopper won't be bargain hunting, particularly in electronics and other luxury category items. But in the lower priced gift categories the online retailers might be able to offer prices that are competitive to brick-and-mortar stores, offing the online retailers a bit more profit.

As the Christmas shopping season officially gets underway Nielsen Online will continue to track online shopper spending habits and report them through the annual Holiday eShopping Index. This index is made up of over 120 online retailers across 12 shopping categories and measures the level of online shopper activity at online shopping destinations.

Source: Nielsen Online, News Release, "Holiday Shoppers Continue to Shift Purchases Online for Convenience"