Web starting to trap shoppers

The survey, by APT Strategies, was conducted in August, and polled 13,700 net users. It found that 30 per cent of respondents had made between two and four online purchases. However, more than 30 per cent claimed to have never made a purchase using online shopping.

Results of the survey also showed that 16 per cent of the 13,700 respondents made an online purchase just once, while 10 per cent made between five and 10 transactions. Only 6 per cent claimed to have shopped more than 10 times online.

A spokesperson from APT Strategies said "the online audience should not be ignored", with 42 per cent of those surveyed in the 25-35 age group likely to purchase goods and services online. They were followed by the 36-44 age group with 22 per cent buying online, 18 per cent of the 18-24 set, 15 per cent of those aged 45-54, and 3 per cent of respondents aged 55 and over.

Books and CDs are the hottest popular online purchases, with the spokesperson also saying, "we see the online learning market as a growth area".

"Online marketers should be aware of the perceptions of online users," the spokesperson said. "The Australian Brands Survey captures the habits and preferred brands of the online community."

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Sarah Keegan

PC World

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