Jupiter Research, a division of Jupitermedia Corporation, on Thursday released the results of its annual Retail Consumer Survey Report.
According to the survey, although price is still a
major driver of online purchasing activity, buyers chose Web site ease of use as the most important factor in assessing which sites to buy from online.
"Certain buyers exhibit positive
'retainability' traits," said Jupiter Research senior analyst Robert Leathern. "Retailers who can find these customer segments and offer these customers good (even if not necessarily the best) prices,
an easy-to-use Web site experience and great customer service will have the opportunity to profitably retain them," he continued.
The survey analysis and segmentation reveals that 29% of
online consumers are both relatively high-spenders and inclined toward merchant loyalty, so long as the merchant provides a positive online experience, including an easy-to-use Web site.
Other findings from this Jupiter Research study include:
Discounted shipping and handling continues to be consumers' favorite online promotion. 33% of buyers often or
sometimes make unplanned purchases to take advantage of a special deal or promotion. For the foreseeable future, retailers will still have to provide incentives to influence these purchases. High or hidden shipping and handling charges have led 44% of buyers to reduce their purchases at certain stores, and 36% of buyers have stopped buying because they have been required to register
at certain stores.