You might recall predictions amid the Internet froth of the late-1990s that pretty soon we would be able to buy anything and everything online with a simple point-and-click.
That, of course, hasn't happened and even now--with the Web playing a larger role in corporate America--the majority of consumers are reluctant to buy anything online,
according to stats compiled by Medialink Demographic Intelligence. As the tables indicate a majority of people (living in the New York, L.A. and Chicago metro areas) haven't
purchased a thing online.
Consumers seem to have built up a comfort zone in buying online, say, airline tickets, books, clothing and CDs. But when it comes to more personal items--cars, electronics,
groceries, health and beauty aids, medical prescriptions--consumers apparently still need to get that touch and feel before they cough up the dollars. In the nation's top three
markets--N.Y., L.A. and Chicago --buying personal items off the internet barely merits a blip on the screen. So you can imagine how light such Web traffic is in the
hinterlands.
"These numbers show that it's all about using multiple platforms," says Susan Macaluso, associate VP/corporate communications for Medialink. "It's not about a simple ad
or a one-time deal on the internet but using all mediums" to push your product and/or service (or messages). The targets are male or female 18+ living in designated metro
areas.
| New York - Metro area | ||
|---|---|---|
| Purchased on the Internet - 2004 |
% of Target
|
Target Persons
|
| Nothing |
56%
|
8,774,100
|
| Any items |
44%
|
6,771,145
|
| Airline tickets |
19%
|
2,978,760
|
| Books |
19%
|
2,954,305
|
| Clothing or accessories |
18%
|
2,827,120
|
| Other travel reservations (hotels, cars) |
13%
|
1,969,970
|
| CDs, tapes or other music |
12%
|
1,913,870
|
| Computer hardware/software |
10%
|
1,614,505
|
| Other products or services |
10%
|
1,527,155
|
| Toys or games |
7%
|
1,118,740
|
| Movie tickets |
7%
|
1,052,080
|
| Cultural event tickets |
6%
|
933,455
|
| Flowers on the |
6%
|
880,840
|
| Consumer electronics |
6%
|
859,225
|
| Health and beauty items |
6%
|
848,915
|
| Groceries, candy, other food items |
5%
|
735,145
|
| Sporting event tickets |
5%
|
705,255
|
| Vitamins |
4%
|
604,185
|
| Medicine/prescriptions |
3%
|
535,710
|
| Pet supplies |
3%
|
522,315
|
| Sports apparel |
3%
|
449,665
|
| Contact lenses |
2%
|
255,170
|
| Vehicles (car, truck, SUV) |
1%
|
215,000
|
| Chicago - Metro area | ||
|---|---|---|
| Purchased on the Internet - 2004 |
% of Target
|
Target Persons
|
| Nothing |
57%
|
3,970,595
|
| Any items |
43%
|
2,997,590
|
| Airline tickets |
20%
|
1,361,400
|
| Clothing or accessories |
16%
|
1,133,610
|
| Books |
16%
|
1,115,010
|
| Other travel reservations (hotels, auto,) |
13%
|
880,580
|
| CDs, tapes or other music |
11%
|
756,140
|
| Computer hardware/software |
10%
|
678,645
|
| Other products or services |
9%
|
602,990
|
| Health and beauty items |
6%
|
448,220
|
| Toys or games |
6%
|
442,690
|
| Flowers |
6%
|
418,355
|
| Movie tickets |
6%
|
407,890
|
| Groceries, candy, other food items |
5%
|
372,100
|
| Sporting event tickets |
5%
|
359,175
|
| Medicine/prescriptions |
5%
|
318,080
|
| Cultural event tickets |
5%
|
313,680
|
| Consumer electronics |
4%
|
280,565
|
| Vitamins |
3%
|
237,985
|
| Pet supplies |
3%
|
199,185
|
| Sports logo apparel |
3%
|
171,490
|
| Contact lenses |
2%
|
132,140
|
| Vehicle (car, truck, SUV) |
2%
|
114,135
|
| Los Angeles - Metro area | ||
|---|---|---|
| Purchased on the Internet - 2004 |
% of Target
|
Target Persons
|
| Nothing |
60%
|
7,388,750
|
| Any items |
40%
|
4,965,520
|
| Airline tickets |
19%
|
2,349,105
|
| Books |
18%
|
2,200,465
|
| Clothing or accessories |
13%
|
1,539,120
|
| Other travel reservations (hotels, auto) |
12%
|
1,450,700
|
| CDs, tapes or other music |
11%
|
1,322,505
|
| Computer hardware/software |
9%
|
1,085,405
|
| Other products or services |
9%
|
1,046,825
|
| Movie tickets |
6%
|
673,355
|
| Toys or games |
5%
|
624,120
|
| Flowers |
5%
|
583,900
|
| Cultural event tickets |
5%
|
568,605
|
| Health and beauty items |
4%
|
471,490
|
| Consumer electronics |
4%
|
468,585
|
| Groceries, candy |
4%
|
450,545
|
| Sporting event tickets |
3%
|
423,410
|
| Medicine/prescriptions |
3%
|
374,455
|
| Pet supplies |
3%
|
358,620
|
| Sports logo apparel |
3%
|
333,585
|
| Vitamins |
3%
|
315,065
|
| Vehicle (car, truck, SUV) |
2%
|
196,800
|
| Contact lenses |
1%
|
93,570
|
Source: Medialink Demogrpahic Intelligence/Scarborough Research, Scarborough USA+, Release No. 1 2004