• by January 11, 2001

On December 31st, PewInternet released the results of a study, conducted during the Pew Internet & American Life Project, describing basic insights into online users during their holiday experience between November and December. This may be more than you ever wanted to know, but some of the key findings are:

People used the Internet to socialize and celebrate.

- 53% of Internet users (over 51 million people) sent emails during the holiday season to relatives and or friends.

- 24% of Internet users went to the Web to get information on crafts and recipes

- 27% of online parents sought celebration-related material on the Web, compared to 21% of non-parents.

- 14% of Internet users researched religious information.

- 24% of Internet users purchased gifts online. 26% of those with more than three years experience online bought gifts versus 9% of those with less than six months of online experience.

Browsing is more important than buying.

- 45% of Internet users sought gift ideas online.

- 32% used the web to compare prices during the holidays. High levels of education (a college degree or more) and high household incomes ($75,000 or more) were the most likely to have done virtual window shopping and price comparisons.

Online shoppers did most of their gift buying offline.

- 52% of online shoppers said they bought "only a few" gifts on the Web and 28% said they bought "some" of their gifts.

Online retailers have lost a major number of purchasers.

- 22% of Internet users shopped online last year during the holidays but did not do so this year.

- 6% of Internet users are first time buyers of holiday gifts online during the holidays in 2000.

Factors that keep Internet users from making purchases online.

- 85% of non-shoppers say that they like being able to see gifts in stores.

- 79% of non-shoppers do not like to send credit card or other personal information over the Internet.

- 52% of non-shoppers think they could get better prices for gifts in stores or through catalogues.

- 45% of non-shoppers worry that gifts won't arrive on time.

As many stop as shop.

- 24% of Internet users reported beginning a transaction but then stopping before completing. This is the same number as those who bought holiday gifts over the Internet.

Buying online brings convenience and savings.

- 24% of Internet users say that Web shopping saved them time and money.

- 79% of people who bought holiday gifts on the Internet said cyber shopping saved them time. The time savings averaged 3 hours. The average Internet holiday purchaser spent about $330 online.

- 58% of Internet holiday gift purchasers said online shopping was easier than going to stores or shopping in catalogues.

- 51% believe that cyber shopping saved them money.

- 33% said the Web improved holiday shopping.