CONSUMER STUDY 2002
For The First Time, The Internet Matches Telephone For Consumer Purchases
The American Teleservices
Association sponsored a telephone survey of 1,000 consumers regarding
their use of telephones, the Internet, and related services.
The research was conducted
by Market Facts, Inc. A summary of the results appears below:
the Internet by consumers to make purchases seems to be surging. In the
past year, 45% of those surveyed made a purchase over the Internet
compared to 37% in the previous year. Purchases via telephone, relative
to Internet purchases, seemed to decrease from 46% last year, to 41% this
Among those ages 55-64
and those 65 and older, however, the telephone was the clear winner. Females
seem to favor telephone purchases (45%), compared to just 37% of men who
purchased over the phone.
tend to be evenly split between Internet and phone purchases, except in
the West. In this region, 51% made purchases over the Internet, compared
to just 34% who purchased over the phone. Education levels seem to be
a good indicator of tendency to purchase over the Internet among
those that attended and/or graduated from college, 56% purchased over
the Internet; among post-grads, 71% purchased over the Internet. Just
22% of those with a high-school education or less purchased over the Internet.
of Americans Continue to Pass On Caller ID Services
Caller ID subscription
rates seem to be maintaining a level of about 40%. A year ago, 39% of
consumers surveyed subscribed to Caller ID services this year,
41% of those surveyed subscribe to Caller ID.
Among regions, the
South continues to lead in Caller ID subscription rates. Of those surveyed
from the South, 48% subscribe to Caller ID services compared to
50% last year. The Mid-West though, seems to be the growth area for Caller
ID services. 42% of those surveyed this year from the Mid-West subscribe
to Caller ID compared to just 33% last year.
Age seems to be a
good indicator for Caller ID subscription. The youngest age groups are
the most likely to subscribe to Caller ID of those 18-24 years
old, 57% subscribe to Caller ID, 54% of those 25-34 subscribe. On the
other end of the spectrum, just 26% of those 65 and older subscribe. The
largest drop in subscription rate from 2001 to 2002 was in those 45-54
years old in 2001 42% subscribed, in 2002 just 31% subscribe. Income
does not seem to be a good indicator of Caller ID subscription
45% of those that make $25,000-$50,000 per year subscribe, compared to
42% of those that make $75,000 or more.
for Caller ID seem to be settling around the 40% level. The vast majority
of Americans still do not subscribe to the service. Younger age groups,
who are generally more technically-savvy subscribe to Caller ID at twice
the rate of those aged 65 and over. Income level seems to have very little
effect on overall subscription rates.
While the Internet
seems to be matching the telephone for consumer purchases, teleservices
companies continue to play a major role in the sales process. An increasing
number of teleservices companies are offering multi-channel customer support
traditional phone-based call centers are diversifying and applying
their customer service skills in new ways. Many teleservices companies
email, web chat, and ecommerce customer support services. This business
model allows Internet sellers to focus on selling, supported by the well-tested
sales and service skills of call centers nationwide.