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E-Commerce: Booming and Gaining Consumer Confidence.
More Americans shopped online this year, and spent more money per month on the Web, than in the past six years, according to a survey released today from the University of Southern California.
The USC Annenberg study has been conducted most years since 2000. In that first year, 45.1 percent of adult Internet users purchased something online, compared with 51.1 percent in the 2006 survey. And this year, Americans on average spent $118.57 per month, compared with $71.30 in 2001.
However, the phone survey of 2,269 U.S. households also showed the number of times the average shopper bought something online declined this year to 30.1 times, from a four-year high of 34.6 times in 2005.
Web and brick-and-mortar retailers can benefit from some degree of cross-pollination. The majority of survey respondents said they sometimes browse in a physical store, then buy online, and vice versa. Clothing and books topped the list of most popular online purchases this year.
The survey also showed Web surfers are less worried about giving out their credit card information and other privacy issues than ever before. Only 4 percent of online shoppers said they waited to make their first purchase because of concerns about giving out credit card information over the Web, compared with 32 percent who cited that concern in 2002. And the number of online shoppers "very or extremely concerned" about privacy when shopping online has declined to 46.5 percent from 65.8 percent in 2001.
The survey was conducted in both English and Spanish from February through April, with a margin of error of plus or minus 3 percentage points.
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