Interesting Results
Who Buys Online?
A 2002 study1 examining characteristics associated with online purchase patterns demonstrated that online purchasers:
- Tend to be highly involved with the Internet (they are interested in the Internet and spend a lot of time thinking about it).
- Are more likely to be male than female.
- Come from higher-income households than people who don’t buy online.
- Tend to be opinion leaders (people who are knowledgeable about products and from whom other people seek advice).
- Are also disproportionately likely to seek product information online.
1 Kwak, Hyokjin, et al. (2002), “What Products Can Be Successfully Promoted and Sold via the Internet?”, Journal of Advertising Research, 42(1), 23-38.