40% of visitors to online stores are passive observers

    After conducting a regular survey of internet users , ROMIR Monitoring came to the conclusion that the key factors for success in e-commerce are the right prices and a well-functioning logistics system.

    2296 active Internet users aged 20 years and older answered questions related to purchases in online stores. This sample represents the adult audience of the Network, which, according to the second quarter of 2006, made up 19% of the country's adult population.

    Researchers have found that 95% of Internet users have been to e-commerce locations. According to the May survey, their number was less, namely 87%. ROMIR Monitoring notes that the growth trend in the popularity of online stores has been recorded for the sixth quarter.

    Almost everyone visited online stores, and only 60% of respondents bought them in the last year. Muscovites make purchases on the Internet more often - 75%. This, according to Tatiana Kozlova, ROMIR specialist, is explained by the fact that most of the online stores are located in Moscow, and in other regions enterprises have to act through intermediaries. “Often, intermediaries are less experienced in logistics and online trading management,” explains Tatyana. “Naturally, this affects the speed and cost of delivering the goods.”

    A significant proportion of respondents - almost 40% - visit the sites of online merchants only in order to obtain information about the product. More often than the sample as a whole, this is what residents of the regions do — in particular, the Volga, Ural, Siberian federal districts and St. Petersburg.

    Respondents also answered the question “Why do not you make purchases on the Internet?”. It turned out that for 44% of consumers it is important to see the product “live”. In addition, the lack of information on the product presented on the site interferes. 42% of Internet users have not yet realized why to buy things in such an unusual way. About a third of respondents are scared of possible problems with delivering goods to their homes, and a quarter of them the process of buying goods through the Internet seems unnecessarily complicated.

    Even those who buy online go shopping online relatively rarely. 72% of them do this less often than once a month, 17% - about once a month, 10% - with a frequency of 2-3 times a month.

    Undeniable willingness to buy on the Internet in the future expressed 33% of respondents. 42% said that "most likely" will become customers of online stores. And only 2% categorically refused purchases on the Internet - even after a while.

    Still, lower prices than in ordinary stores could influence the decision of people to go online for goods, 41% of the respondents identified this attractiveness factor. Faster delivery of goods and a secure payment system with a quality guarantee attract 35% of respondents who are not yet sophisticated in online shopping.

    Those who have tried the services of online merchants, for the most part - 74% - call time saving the main advantage of this method of shopping. Most often, Moscow residents (82%) and respondents with an income level of more than 25,000 rubles (82%) gave this answer. Also among the advantages of online shopping, users noted home delivery (61%), lower prices compared to ordinary stores (54%) and the presence of goods that are not in ordinary stores (49%).

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