According to Morgan Stanley research report on
Internet Shopping broadband penetration can drive online sales growth.
The United Kingdom, for instance, is rapidly catching up with online sales
levels in the United States as UK broadband access levels approach US ones
(Exhibit 1). Likewise, in Germany broadband penetration rose from 9
percent in 2003 to 45 percent in 2007 while online sales, excluding services
and travel, increased to €13 billion, from €6 billion.
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McKinsey Research shows that “Store-loving loyalists,” for instance, enjoy the experience of shopping in stores with family and friends. “Anxious storeshoppers” are particularly nervous about products and prefer to evaluate them in person
Two segments with a natural affinity for online shopping emerged across most product
categories. The truly multichannel “24-hour
shoppers” love shopping and use the Internet
to explore new ideas as well as to look for goods
and services. “Time-pressed optimizers”
find the Web a quick and hassle-free way to buy
the things they need. But several segments,each with distinct characteristics, are averse to
shopping online.