Jupiter/NFO study: Price biggest hurdle to online shopping

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A new study from Jupiter Communications and NFO Interactive shows that Internet users who have not yet purchased online are still hesitant to buy, although the users said price, not payment security, was the primary concern.

The study shows that 35% of the online population made purchases in the last year and were satisfied with the experience. Of those buyers, almost 95% said they plan to shop more in the future. The other 65% were subdivided in the study into two categories: browsers, who visited commerce sites but didn't buy, and non-shoppers, who neither browse nor shop online. Of those, 45% of browsers and 84% of non-shoppers said they were unlikely to begin buying in the next year.

Copyright October 1998, Crain Communications Inc.

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