Survey: Online fares poorly among holiday shoppers

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Only 11% of online consumers will definitely shop online this holiday season, according to a November survey by Cyber Dialogue. The 350-person survey found that 36% are on the fence and 42% will be unlikely to shop online this year.

The most popular gift categories will be CDs and videos, software, books, flowers and fruit baskets, clothes, magazine subscriptions, electronics, home appliances, and computers, in that order.

Among survey participants, 22% said they preferred cyber malls, while 49% said they go straight to commercial vendor sites. More than half (54%) of the respondents said they would send e-mail Christmas cards in addition to regular cards this year; 33% said they would use regular mail only. Meanwhile, 10% said they don't send cards at all and 3% said they'll use only e-mail for Christmas greetings.

The survey has a margin of error of 7 percentage points.

Copyright December 1996, Crain Communications Inc.

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