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March 30, 2005 Why Some Consumers Don't Buy OnlineHoldouts' Technology Pessimism Will Fade Over Timewith Sharyn Leaver, Sean Meyer |
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Executive Summary
Despite rapid online sales growth over the past 10 years, almost 30% of online North American consumers still have not made a purchase online. Although these consumers point to issues like credit card security and the ability to see an item before buying it, low technology comfort levels are the real culprit. This hesitance to embrace technology will dissipate as technology invades everyone's lives. To accelerate adoption, retailers must gain trust from shoppers and focus on winning over young females — the most hesitant group of online shoppers with the greatest future spending promise.
This is an excerpt
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