JCK recently conducted a survey of women’s purchasing habits online.
Here is what they came up with:
A total of 96% of American women who have shopped online in the past 12 months have purchased at least one product over the Web, according to a poll. Most online shoppers (57%) do both their product research and shopping online while a sizable proportion do their research online and then go to a store to buy (31%).
“But, despite the fact that women seem to be so comfortable with online shopping, ShopSmart’s poll results show that there are still a lot of ‘gotchas’ out there,” said Lisa Lee Freeman, editor-in-chief of ShopSmart, a new magazine by the Consumer Reports National Research Center, which conducted the survey.
Among the findings of the The ShopSmart Online Shopping Poll:
* Seventeen percent of women surveyed say they would never consider buying food on the Web followed by clothing (14%), shoes (8%), and jewelry (7%).
The article the goes on to make some additional observations regarding women’s shopping habits online.
I have a bit of a problem with this survey.
For one thing, the survey was conducted amongst women who have already tasted the experience of shopping online.
While a percentage of these women polled certainly expressed a reluctance to purchase certain items on the Internet, while being entirely comfortable with the idea of purchasing other products Online; the reality is that one cannot extrapolate from here that women in general are “reluctant to buy jewelry online”.
This logic is IMO incredibly flawed since the survey did not address the incredible surge in stats for online jewelry shopping (both men and women) in general.
Certainly, people who have already shopped online may be more comfortable buying certain products and hesitant (initially) to buy others.
However, the reality is that the amount of consumers who have turned to the Internet (both men and women) to purchase diamonds and jewelry is growing by leaps and bounds with no signs of slowing down.
In fact, here is a recent survey regarding women who shop online that indicates and supports exactly what I am saying. Namely; the fact that women are a growing force in the world of online shopping.