Millard Study: Consumers Satisfied With Online Purchases

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Consumers reported increased levels of satisfaction with online purchases in terms of merchandise and value, according to the Millard Group Online Survey released yesterday.


Regarding merchandise, 56 percent of respondents in the October survey rated their satisfaction level as excellent as opposed to 48 percent in October 2003. As far as value for the money spent, 53 percent ranked satisfaction level as excellent compared with 38 percent last year.


In other findings, 88 percent of respondents said they were very or fairly likely to visit a Web site after receiving a catalog, a 5 percent gain over 2003.


Fifty-two percent said that finding unique items was the main reason they shopped in catalogs and on their Web sites, but only 44 percent said they found such items.


On the topic of shopping cart abandonment, 42 percent of respondents said they go back to a site to buy an item after abandoning it previously. Another 41 percent said they never abandoned a shopping cart that has an item from the catalog title for which they were responding, and 9 percent purchased an abandoned item from the catalog by later calling in the order.


Millard Group Inc., Peterborough, NH, conducts its Online Co-Op Surveys on a quarterly basis. Online retailers need not be Millard Group clients to participate in the surveys.


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