April 30, 2008

Why US B2C eCommerce Will Weather The Economic Downturn Well

by Sucharita Mulpuru

with Carrie Johnson, Peter Hult

Executive Summary (This is a document excerpt)

While Web buyers generally expect the coming 12 months to be particularly grim for the US economy overall, these same consumers view their personal financial situations more optimistically. As a result, more Web buyers report that, on average, they will spend more online in the next year. The segment of the population that is most likely to drive this increase in overall online spend is a set of consumers who saw their personal financial situations improve during the past 12 months. This group is composed of technology-savvy, affluent, career-focused, and convenience-driven consumers. Many online retailers will also be buoyed by price-sensitive consumers who are looking to make their dollars stretch on their planned purchases and are likely to use the Web to comparison shop.

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