• by Jack Loechner , Staff Writer @mp_research, October 12, 2003

Increase in Number of "Multi-channel Hyper-shoppers" Found by New Survey

According to new data from the 2003 American Interactive Consumer Survey conducted by The Dieringer Research Group, the Internet continues to show multiple signs of maturing into an essential product information and shopping channel, based on 2,000 telephone interviews with consumers completed in May.

For example, nearly half of all American adults say they looked for product information online in the past year, totaling more than 103 million shoppers. Of these, nearly three out of four used search engines to find products.

The study finds that when it comes to actually making purchases, the Internet still lags behind traditional mail order, with only 32% of Americans having purchased directly online, versus 38% who made purchases from mail order catalogs the past year. However, the average number of online transactions per year of online purchasers is three times the average number of transactions per year made by mail order shoppers, thus increasing the overall value of the online purchasers.

Overall, the number of hyper-shoppers now totals 23 million Americans who spend $500 or more both online and offline after first seeking product/service information online-up 50% from 2002.

Hyper-shoppers are predominantly male, college-educated and married. Most work for smaller businesses. Use of high speed broadband access from home is popular among hyper-shoppers, 44% of whom say they go online via cable modem or DSL services from their phone companies.

Hyper-shoppers rate Web sites as their most valuable way of obtaining product information. Half say the Internet allows them to find better prices and one out of five say it allows them to spend more time with their families. Nearly two-thirds of all hyper-shoppers say the value of the Internet to their purchase decision-making increased in the past 12 months.

Information Seeking Behaviors of American Hyper-Shoppers*

Retail
Seek product information online	100%
Purchase online	100%
Purchase via mail order catalogs	56%
Purchase after receiving direct mail flyers	17%
Purchase in response to telemarketing call	7%
Personal Finance Products and Services**
Visit branch offices/agents	42%
Direct mail flyers/brochures	31%
Web sites	51%

* Purchase at least $500/year both online and offline after seeking online information
** Financial service data shown as percent of adults who opened new accounts in the past 12 months
Source: 2003 American Interactive Consumer Survey, The Dieringer Research Group

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