Most Internet Users Will Be Online Shoppers This Holiday Season

Books and Videos Top the Shopping List, Followed by Music, Clothes, and Hardware/Software Computer Hardware and Software will be on the Holiday List for 1-in-3 Online Shoppers Almost No One Wants to Make a Gift of Cheap, Pirated Copies of the Real Thing

BSA Press Release - November 12, 2002

Washington, D.C. - Nearly 3-in-4 Internet users (71%) plan to purchase a gift online this holiday season, according to a poll of Internet users sponsored by the Business Software Alliance (BSA). Among those planning to purchase online, topping the list are books or videos (65%), followed by music CDs (53%), clothing or accessories (46%), and computer hardware or software (35%).

These are the findings of an Ipsos-Reid U.S. Public Affairs poll conducted on behalf of BSA between July 9, 2002 and July 16, 2002. Ipsos-Reid U.S. Public Affairs interviewed 1,094 Internet users among a national cross-section of U.S. households in the Ipsos Internet panel, which is a nationally representative panel of 64,000 households across the United States. With a sample of this size, the results are considered accurate to within +/- 3.0 percentage points, 19 times out of 20.

Santa Goes Online

Nearly all Internet users (93%) have made a purchase over the Internet.

A majority of Internet users (64%) say that compared to 2 years ago, they are more likely to shop online.

  • Leading the way to increasing online shopping are the young (those 18-34 [69%]), the wealthiest (those making more than $50,000 [71%]), and those with more education (with some college [66%] and a college degree [69%]).

Leading concerns of Internet users regarding online shopping include:

  • Having their information sold to a third party (65% say they have a great deal of concern).
  • Having their information stolen from web merchants' databases (56% say they have a great deal of concern).
  • Receiving unwanted emails after making a purchase (42% say they have a great deal of concern).
  • Transmitting their credit card number (36% say they have a great deal of concern).
  • Transmitting their address or other personal information (21% say they have a great deal of concern).

Younger Men, Experienced Internet Users Most Likely to Buy Computer Stuff

Among those Internet users planning to purchase gifts online this holiday season, at the top of the list are books or videos (65%), followed by music CDs (53%), clothing or accessories (46%), and computer hardware or software (35%). The profile of the Internet user who purchases disposable income items such as books, videos, collectibles, and clothing or accessories is different from the profile of Internet users who purchase computer software or hardware.

  • Purchasers of computer software and hardware are more likely to be male, under age 55, and with some college education. They are also likely to be among the most skilled Internet users.
  • Purchasers of books, videos and clothing are age 18-34, higher income and higher education Internet users. When it comes to clothing and collectibles, they are also predominantly female.

Pirated Copies Are Not Appealing

When thinking specifically about shopping for software, Internet consumers are much more likely to say that it is important that any software purchased is a legitimate copy sold by an authorized dealer (70%) rather than that it makes sense to look for the lowest possible price, even if there is a risk that the seller is not an authorized distributor (15%).

    For more information on this release, please contact:

    Andrew Stavisky, PhD Senior Research Manager Ipsos-Reid U.S. Public Affairs 202.463.7300 andrew.stavisky@ipsospa.com

    Debbi Bauman Communications Manager Business Software Alliance 202.530.5132 debbib@bsa.org

More insights about Consumer Goods

Consumer & Shopper