Study: Most Holiday Online Shoppers Satisfied

Most people who shopped online for the December holidays were satisfied with their experience, according to a new study by marketing research firm Greenfield Online Inc.

Of the 2,560 U.S. respondents to Greenfield Online's online survey, 58 percent said they had purchased a holiday gift online this year, compared with 35 percent who said they had done so in the company's survey last year. The main reasons people gave for shopping online were saving time and avoiding crowds, according to a statement from Greenfield Online.

Of those who shopped online this year, fully 89 percent said they were extremely or very satisfied with their online purchasing experience, Greenfield Online said. When pressed, 26 percent of those who indicated they were satisfied came up with some negative comments, 15 percent of which were related to shipping or packaging concerns and 2 percent of which were related to price, according to Greenfield Online.

The price point with the most purchases was between US$100 and $399, with 43 percent of respondents saying their online spending fell into that range, according to the company. The average amount people spent online was $357, and the breakdown of what they say they spent was as follows:

Spent Online Total Spent Off & Online

Under $100 29% 9%

$100 to $399 43% 32%

$400 to $699 15% 25%

$700 to $999 6% 14%

$1,000 or More 7% 20%

The increase of holiday online shopping may spill over to routine online shopping throughout the year. Of those who shopped online this holiday season, 44 percent said they would make post-holiday online purchases. Half of this group said they were waiting for sales, according to Greenfield Online.

Greenfield Online, in Wilton, Connecticut, can be reached at +1-203-834-8585 or at

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