US consumer confidence in the internet remained stable in the third quarter of 2002, according to a new report from ACNielsen.
The
Internet Confidence Index monitored by Yahoo! and ACNielsen remained flat in Q3 at 113 from the previous quarter. However, it has increased from 105 at the same period last year, indicating greater confidence in the security of personal information online.
“The eight-point increase in Internet confidence from last year’s holiday season is good news for marketers who are utilizing the internet for holiday shopping campaigns,” said Travyn Rhall, managing director at ACNielsen International.
The survey also revealed that broadband consumers, with an index of 156, had most confidence in the medium and are likely to spend more online than their narrowband counterparts.
“They find online shopping more convenient, and also they do have more confidence that their credit cards and information will be safe,” said Jennifer Dulski, director of e-commerce and marketing at Yahoo!. “And as more and more people start to get broadband connections, they’ll have an increasingly positive experience online. In terms of online marketers and sellers, it seems that it really is a good idea to target broadband users.”
Overall, consumers intend to spend $19.6 billion online in the final quarter of 2002, an increase of 23% year-on-year. Heavy users, defined as people who use the internet every day, propose to spend on average almost $60 more than light internet users.
| US Internet Confidence |
| |
|
|
| |
Internet Confidence Index |
Intent To Spend Online |
| |
(base = 100) |
($) |
| Broadband Consumers |
156 |
287.10 |
| Narrowband Consumers |
128 |
210.90 |
| Heavy Internet Users |
150 |
255.90 |
| Light Internet Users |
108 |
196.90 |
| Source: Yahoo!/ACNielsen, September 2002 |
