But there are some interesting indicators for those trying to sell books over the net. The good news is that people use the web mostly for entertainment or research. They enjoy reading e-zines and looking at cool web sites, and they specifically cruise the web looking for product information. The bad news is they don't buy online. As a reason for using the Internet, shopping has finished dead last in every survey I've seen.
People prefer to buy in person.
They even like direct mail better than the net. Part of the reluctance to buy is due to security. The preferred way to close an online purchase is through a toll-free phone call. Part of the problem is the culture on the Internet, where almost everything is free. Another problem for retailers is that most people are logging onto the net from work.