Interactivity important to online retail

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Consumers will shop more online when the experience is as easy and interactive as using the phone or making purchases in person, according to a new report from Yankelovich Partners. The report, based on a survey of 624 "cybercitizens" and 193 "noncybercitizens," found that 62% of the first group and 73% of the latter group will not buy anything online until the online experience can offer more interaction. Additionally, while only 23% of the cybercitizens surveyed have actually purchased a product online, 63% said they have gathered information about products or services online.

Copyright March 1997, Crain Communications Inc.

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