2000-12-30-皮尤-The_Holidays_Online_2000_8页_31kb

12 Key Findings of the Holiday Internet Usage Report:

1. Social vs. Commercial Use Dominates:

   • Email usage surged for coordinating holiday plans and communicating. (53M+ sent holiday emails, ~1/2 to family/friends).
   • E-greeting cards gained popularity among Hispanics and young internet users. (30M+ sent digital cards).
   • Online seeking of holiday ideas (crafts/recipes) was highest among parents. (22M+ sought ideas; 27% of online parents vs. 21% non-parents).
   • Religious information searches increased among parents and African-Americans. (18% of online parents; height among African-Americans).

2. Online Shopping is Supplemental, Not Replacement:

   • Still only 24M+ made holiday purchases online, much less than traditional gift buying.
   • High socioeconomic groups drove online buying.
   • Most online buyers shopped in physical stores or retail online (21%); only 5% bought all gifts online.

3. Barriers to Online Purchases:

   • 85% of non-shoppers preferred seeing gifts in person; trust and reliability ranked high.
   • Privacy concerns (sharing credit card info) and fear of delayed shipping were strong barriers.

4. Internet Provides Convenience and Savings for Buyers:

   • Those who bought online saved: on average 3 hours (79% rated convenience), and thought it easier (58%) and potentially saved money (51%).
   • Workplaces contributed to online shopping; 28% of online purchases were from work (85% from home).

5. Regional & Demographic Differences:

   • Northerners were top gift buyers, highest online price searchers.
   • Westerners were top holiday emailers.
   • Southerners were slightly more likely to enjoy holiday shopping and research online gift ideas.
   • Holiday social use was roughly equal across regions online.

6. Gender Disparities Predominate:

   • Women preferred holiday shopping and bought more gifts online (27%) than men (20%).
   • Women were more active in holiday email and researching recipes; women were more likely to engage in holiday impulse buying and feel positive effects.
   • Men approved of the time savings and price comparison benefits.

Internet Shopping Trend Summary:

• Holidays are primarily a social time online.
• Low barrier to offline shopping & high barriers to online purchases continue.
• Online purchase rates are still dominated by the highly connected and experienced.
• Despite convenience, recurring online commercial holidays remain elusive for the majority.
• Women use internet more for holiday socialization while men use more for shopping.