Survey: Women Hesitant to Buy Jewelry Online

By JCK Online Staff -- JCK Online, 5/16/2007 2:36:00 PM

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 sizeable 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%).

* Women spend an average of 1.2 hours per week shopping online.

* More than half of the time devoted to shopping for non-grocery items in a typical week is online.

* A total of 18 percent of working women admit they do most of their online shopping during work hours. But, most online shopping is usually done between the hours of 5 p.m. and midnight (54%).

* Time spent shopping online is about shopping for themselves (51%), whereas time spent shopping in stores is more often focused on family members or others (56%).

* One-third of women who have shopped online in the past year said they had a negative experience. Among those women, 20 percent said they never got the item they ordered. Another 13% said the merchandise was very different than represented.

* More than 450,000 American women claimed to have had their credit card number stolen online during the past 12 months.

* On average the most ever spent for an item online was $397 and 15 percent have spent $1,000 or more.

*In the past 12 months, more than one-quarter of women shopping online have spent more than $1,000, and 9 percent have spend $2,500 or more.

Talkback

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• It would be interesting to see what type of jewelry DOES sell online. We had great feedback from Gumps website. They found that most first time jewelry purchasers bought items without gemstones, (charms were the most often purchased) and once the consumer saw the quality, they were more likely to purchase again. The subsequent purchases often were for gemstones.

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  It would be interesting to see what type of jewelry DOES sell online. We had great feedback from Gumps website. They found that most first time jewelry purchasers bought items without gemstones, (charms were the most often purchased) and once the consumer saw the quality, they were more likely to purchase again. The subsequent purchases often were for gemstones.

  
  

  
  Karen Filbert - 2007-21-5 08:08:00 EDT
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