Survey: Online shoppers' expectations higher

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According to a survey from AT&T, consumers' expectations will be higher than ever as they shop the Web this holiday season. However, the research also shows many Web businesses may not be prepared to meet those expectations.|ret||ret||tab|

The poll included top management at 150 e-tailers and comparing their thoughts with those of 600 consumers, the AT&T study found that 97 percent of the consumers who shopped online during the 1999 holiday season expect to shop online this year as well, according to an AT&T release. |ret||ret||tab|

Among consumers who did not shop online in 1999, half plan to give it a try during the 2000 holiday season. In fact, online shopping volume is likely to increase further as high-speed Internet access modes, such as DSL and cable modems, grow in popularity. |ret||ret||tab|

"The 2000 holiday season will be a make-or-break season for many online retailers," said Kathleen Earley, president of AT&T Data and Internet Services, in the release. |ret||ret||tab|

"Last year proved to be a training ground for companies. Some Web businesses reaped the financial rewards of being well prepared for the holiday crush. This year, even more consumers will be online, and their expectations are high, so businesses have to gear up. If they don't, they'll be shut out," she added.|ret||ret||tab|

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Consumer demands|ret||ret||tab|

Before logging on to begin their 2000 holiday shopping, consumers have a wish list of expectations for Web businesses. |ret||ret||tab|

Topping that list is security of financial information. More than three-fourths of respondents said their concern about the security of their personal and financial information affects their willingness to shop online. Consumers also indicated they want faster download times, Web sites that don't crash during peak times, and a better sense of where on the Internet to find who's selling what. |ret||ret||tab|

Consumers also want Web businesses to ensure that products are in stock and delivered on time.|ret||ret||tab|

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Business perspective|ret||ret||tab|

Senior decision-makers at online retailers, asked to review their performance during the 1999 holiday season, gave themselves fairly low scores only two out of five rated their season "very successful." One-fourth of businesses surveyed said last year's holiday season was "not at all successful." |ret||ret||tab|

The AT&T study showed that the dividing line between successful and unsuccessful is marked by a well-designed and well-functioning Web site, experience in e-commerce, a strong customer focus and good Web hosting.|ret||ret||tab|

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The holiday spirit|ret||ret||tab|

The AT&T study also found that online shopping has moved from a novelty to an everyday necessity. Respondents said they like the convenience and efficiency of online shopping: They can avoid traffic jams and long lines at traditional retail stores. Consumers also say online shopping transforms their computers into global online shopping malls because they have access to a larger variety of stores. |ret||ret||tab|

However, when asked what they liked about shopping in a brick-and-mortar store, 44 percent mentioned that shopping in a real store puts them in the holiday spirit, and 42 percent liked taking advantage of the holiday sales.|ret||ret||tab|

Forward-looking businesses are taking some steps to meet consumers' expectations for online holiday shopping this year, AT&T stated. Some of the key areas companies are improving include Web site functionality, site design and ease-of-use. |ret||ret||tab|

However, companies that said they had a successful holiday season in 1999 have more concerns than those who said they were unsuccessful, and last year's successful companies are implementing improvements faster than those who were unsuccessful. |ret||ret||tab|

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