Study: Impulse Buys Driving E-Commerce

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Online consumers are becoming more interested in making purchases from known brands and making impulse purchases than they are in clicking on "blinking" banner ads, concluded a new survey by Web loyalty company FreeRide Media (www.freeride.com). The survey also found that impulse purchases are beginning to drive e-commerce.


FreeRide surveyed 1,001 adult consumers, who said the three main reasons they interact with online advertisers are trust in brand (25 percent), promise of "free stuff" (14 percent) and interest in browsing (10 percent). The survey showed that 50 percent of the consumers they talked to said they would likely make a purchase of up to $50 over the Internet, while 27 percent of their actual purchases were less than $25.

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