Online Buying and Moms: Tapping into a Moneymaking Market
Interpreting the big increase in Web purchasing, a survey by Forrest Research claimed that expected Internet buying would grow to over $200 billion in 2008, compared to $96 billion in 2003. So who are responsible for all those purchases?
The main part of this group of buyers is women, young mothers to be more specific, who, as consumers, claim that they choose the Internet, so they can stay away from the crowds and don’t have to spend that much time travelling around, as well as being able to set products against each other and therefor spend less money.
15 % of all Net users in 2003, were women from 18 to 34 years of age. They also represented 24% of the buyers from fragrance and cosmetic websites, 20% of the clients for clothes, and finally 22% of the purchasers of jewelry and other luxurious items.
In total, 50% of all Web sales are done by a person in a family where the main breadwinner is in the 25-55 age bracket, and it is becoming more and more transparent that families have the largest influence on the combined yearly revenues by Internet shops, primarily in cases where the adult female in the family was organizing the purchasing of gifts, and individual particulars.
The survey conducted with possible buyers, concluded with statistics from the industry establishing that $1 spent on Online shopping for each $1.50 in retail outlets nearby the home, thus having an obvious impact on purchases in local outlets.