IntelliQuest study identifies Web shoppers

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While 59% of users are window shopping online for product services and information, only 20% actually buy things over the Web, according to a study by IntelliQuest Information Group, Austin, Texas. IntelliQuest's ``Internet Tracking Study'' identifies five online buyer groups: Cautious Consumers, shoppers who are afraid of online transactions; Generation Plastic, consumers unafraid of supplying their credit card number; Power Users, avid Web buyers; Freshmen, novice surfers who show potential as online shoppers; and Ecurmudgeons, Web users who rarely shop or buy online.

Copyright June 1998, Crain Communications Inc.

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