E-mail and information gathering top the list of reasons for using the Web, but online shopping, banking, and travel booking are moving forward. Hong Kong leads in e-commerce, with 54 percent of users and expected users noting they already or will shop online, followed by the United States and Sweden. Consumers also show similarities in what they are buying, mainly small-ticket items such as event tickets, books, videos, CDs, and computer games. Respondents in all countries expressed a likelihood to purchase more expensive items, such as stocks, electronics, and household appliances. In the next 12 months, Internet users expect to average six online purchases.
Brand names weigh heavily in consumer trust in a product and retailer.
Consumers also appreciate good descriptions and photos of products or services, as well as local language options. Despite enthusiasm toward online shopping, respondents overall said they still prefer the traditional shopping experience. Four out of five consumers said they still prefer to see the items they are purchasing and interact directly with a live person. American Express links this to other survey findings that showed widespread concerns about security, privacy, and service issues, such as how to return goods bought online. Respondents said they would make better use of the Internet if they were more informed about its uses and capabilities.