The study, conducted by Internet and Mobile Association of India in collaboration with Cross Tab Marketing Services, clearly established the dominance of people-to-people (P2P) reference in online shopping space, with 31 per cent respondents finding such sites through word of mouth.
As much as 55 per cent visitors to e-commerce sites have adopted Internet as a shopping medium, out of which 25 per cent of regular shoppers are in the 18-25 age group, while 46 per cent 26-35 age group and 18 per cent in the 35-45 age group.
The respondents felt online shopping was liked by customers because it was time saving, open 24 hours and 7 days a week, easy to use and with better quality of product besides offering home delivery service, the study said.
Around 60 per cent respondents felt the variety offered was important, while 45 per cent considered shopping fee a vital factor.
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