September 17, 2007

Benchmark 2007: Retail

Most Online Shoppers Are Early Adopters

This is the second document in the "State Of Consumers And Technology: Benchmark 2007" series.

by Sucharita Mulpuru

with Charles S. Golvin, Peter Hult, Brian Tesch, April Lawson

Executive Summary (This is a document excerpt)

While online shopping continues to grow at a blistering double-digit pace, much of that growth results from the significant amount that the most tenured online shoppers spend online. Although they are 36% of the North American population, Early Adopters are 53% of online shoppers and exhibit two particularly important features critical to online businesses: They value convenience in their shopping experiences, and they actively shop across channels (i.e., in stores as well as online).

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