population This makes them an attractive market Even though online shopping and

Population this makes them an attractive market even

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population. This makes them an attractive market. Even though online shopping and buying is popular, a small percentage of online consumers still account for a disproportionate share of online retail sales in the United States. It is estimated that 20 percent of online consumers account for 69 percent of total consumer online sales. Also, women tend to purchase more products and services online than men.12Page 605Marketing Insights About MeAm I Addicted to the Internet? Answer 20 Questions to Find OutOnline shopping has become commonplace in the United States. For some consumers, however, online shopping has become an Internet shopping addiction. If you exhibit the following symptoms, you may beaddicted:1You spend more time than you should shopping online.1You promise to stop ordering so much online, but are unable to resist.1Your frequent purchases and spending causes financial problems and relationship troubles.1When you are not shopping online, you are planning your next online shopping spree.1Internet shopping has a negative impact on other parts of your life, such as work, school, friendships, and family.Internet shopping addiction is considered part of a broader condition known as Internet addiction. PsychCentral has an online, interactive quiz to test whether your Internet behavior is, or is becoming, an addiction. Visit the PsychCentral website at , answer 20 questions, and get your Internet addiction score.© Alex Slobodkin/iStock/Getty ImagesThe prevalence of online shopping and buying has sparked interest in how the Internet has contributed to compulsive shopping and buying among online consumers. Read the Marketing Insights About Me boxto spot the symptoms of Internet shopping addiction, one form of Internet addiction. Click the link shown in the box, answer 20 questions, and see how you score on the Internet Addiction Quiz.What Online Consumers BuyLO 21-2
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Explain why certain types of products and services are particularly suited for interactive marketing.Much still needs to be learned about online consumer purchase behavior. Although research has documented the most frequently purchased products and services bought online, marketers also need to know whythese items are popular in the digital marketspace.Six general product and service categories account for about 70 percent of online consumer buying today and for the foreseeable future, as shown in Figure 21-2.13One category consists of items for which product information is an important part of the purchase decision, but prepurchase trial is not necessarily critical. Items such as computers, computer accessories, and consumer electronics fall into this category.FIGURE 21-2Five product categories account for about 70 percent of online retail sales today—a trend that is projected to continue in the future.
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