Nearly one-fourth (24%) of online shoppers have spent more than $500 so far this holiday season, with 22% spending between $100-199 online, Nielsen reported Thursday.
Most online shoppers surveyed by Nielsen (78%) cited the Web's round-the-clock convenience as their primary reason for shopping online.
A majority of consumers made purchases from online retailers they already knew and trusted -- 62% told Nielsen they ordered products from retailers they had shopped with in the past. Search engines were also a popular way to find online retailers (38% of respondents), followed by offline catalogs (31% of respondents).
In addition, most of the consumers in Nielsen's survey (81%) reported that they sought out product or retailer reviews written by other customers when doing their holiday shopping this year. Seventy-one percent noted that consumer reviews helped them find the right product to buy.
"Consumer reviews are a must-have for online retailers, especially during the holiday season when shoppers are buying for others in categories they're less familiar with," Ken Cassar, vice president, industry insights, Nielsen Online, noted. "Perhaps more than any other time of year, consumers are looking for outside feedback for guidance."
Nielsen's survey was fielded online from December 8 to 15 among approximately 1,000 online shoppers in the U.S. who did holiday shopping online last year and/or planned to do so this year.
View the press release.