Only 35% of American e-shoppers are “very satisfied” with the holiday shopping experience, with 17% of those reporting that their experience was better than last year.
“Quality customer service has not been impacted by the dot-com shake out or economic conditions this year and remains a key factor for online shoppers,” said Sean Kaldor, vice president of analytical services for NetRatings, one of the firms involved in the study.
Traffic to e-commerce Web sites jumped 14% during the second week of November, signaling the beginning of the online holiday shopping season, according to Nielsen/NetRatings.
Lower prices and the ability to easily compare products and item cost on the Internet led 39% of Americans to shop online this past week. Some 67% of those surveyed said pricing was their main purchasing factor, while 59% cited product selection. Another 26% of shoppers indicated that shipping costs impacted purchasing decisions this season.
Findings from the survey also revealed that one in three Americans started their holiday shopping as of the week ending Nov. 9 And, 11% indicated that they had already completed their shopping.
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