For Retail Professionals

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	May 26, 2005 The North American Consumer: Online Retail Update Consumer Technographics North America by Carrie Johnson with Charles P. Wilson, Sean Meyer

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Executive Summary

This Data Overview is a graphical analysis of Forrester's Consumer Technographics® December 2004 North American Study. During the end of 2004, more consumers than ever used the Web, and 69% of online households made a purchase online. While even a few years ago, only the most technologically advanced consumers shopped online, today's consumers are far savvier and weave in and out of channels to research and buy products.

TABLE OF CONTENTS

• Consumers Use Multiple Channels While Shopping
  • Web Buyers Are An Online Majority
  • Web Buying Factors
  • Web Sites Attract Product Researchers
  • The Early Stages Of Buying Guide Adoption
  • The Shopping Habits Of Web Buyers
  • Where Consumers Shop Online And Offline
  • Customer Service Spans All Channels
• Supplemental Material

This is an excerpt

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