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40% of visitors to online stores are passive observers

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By conducting another survey of online shoppers, ROMIR Monitoring came to the conclusion that the key success factors in e-commerce are the right prices and a well-functioning logistics system.
Questions related to online shopping were answered by 2, 296 active Internet users aged 20 and older. This sample represents the adult audience of the Web, which according to data for the second quarter of 2006 amounted to 19% of the adult population of the country.
Researchers found that 95% of Internet users have been to "points" of e-commerce. According to the results of the May survey, the number was lower, namely 87%. ROMIR Monitoring notes that the trend of growth in popularity of online shopping has been observed for the sixth quarter.
Almost everyone has visited online stores, but only 60% of respondents have bought from them over the past year. Muscovites are somewhat more likely to shop online – 75%. This, according to ROMIR specialist Tatiana Kozlova, can be explained by the fact that most online stores are located in Moscow, and in other regions businesses have to act through intermediaries. "Intermediaries are often less experienced in the logistics and management of online trade, " Tatiana explains. – Naturally, this affects the speed and cost of delivering goods."
A significant share of respondents – almost 40% – visit the sites of online merchants just to get information about a product. More often than in the sample as a whole, this is done by residents of the regions – in particular, the Volga, Urals, and Siberian federal districts and St. Petersburg.
Respondents also answered the question "Why don’t you shop online? It turned out that for 44% of consumers it is important to see the product "in person". In addition, the lack of information about the product presented on the site interferes. 42% of Internet users have not yet realized why they buy things in such an unusual way. About a third of respondents are frightened by possible problems with the delivery of goods to the house, and a quarter of them find the process of buying goods via the Internet too complicated.
Even those who shop online go online relatively infrequently. 72% of them do it less than once a month, 17% do it about once a month, and 10% do it with a frequency of 2-3 times a month.
The undoubted willingness to buy online in the future was expressed by 33% of respondents. 42% said that they were "likely" to become customers of online stores. And only 2% categorically refused to buy on the Internet – even after a while.
People’s decision to go online for goods could be influenced by lower prices than in conventional stores – 41% of respondents highlighted this very attractiveness factor. Faster delivery of goods and a secure payment system with a quality guarantee attract 35% of respondents who are not yet sophisticated in Internet shopping.
Those who have tried the services of online merchants, for the most part – 74% – cite saving time as the main advantage of this method of shopping. The most common answer was given by Moscow residents (82%) and respondents with income over 25, 000 rubles (82%). Also among the advantages of online shopping users noted home delivery (61%), lower prices than in regular stores (54%) and the availability of products not available in stores (49%).

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