January 7, 2003

Holidays Online 2002

Email grows as a seasonal fixture and e-shopping advances

More than three quarters of the nation’s Internet users (78%) did some form of holiday activity via email and the Web this holiday season.  They used email to socialize and arrange holiday gatherings, reconnect with old friends, and plan religious activities. They browsed online malls and bought gifts in higher numbers than last year. In all, 71% of Internet users went online for some kind of social or spiritual activity and 53% did some kind of e-commerce – either online window-shopping or purchasing gifts.

Email is increasingly important to online Americans as a tool for arranging gatherings and sending greetings: 48% of email users sent and received messages from family members about holiday events and plans; 45% of email users did that with friends; and 27% exchanged holiday cards and letters via email. All of those activities have increased since last year.

This year’s survey picked up evidence that about a third of Internet users have now become relatively active online celebrants. They stand out from other online Americans because they use email more often to make holiday plans and share greetings and they use the Web fairly aggressively to make more purchases. Many enjoy the convenience and time savings that the Internet allows them while communicating and shopping.

In all, 28% bought holiday gifts online, up slightly from the 26% who bought last year. The average online gift buyer spent $407 this year, up from $392 last year. Convenience and time savings mattered most to them, but, in addition, 51% of online gift shoppers say that a major reason they went online to shop was to locate an unusual or hard-to-find present. Some 31% say saving money was a major reason.

Fully 30% of online Americans say they use the Internet to get spiritual and religious information now. That is an increase from the 25% that were seeking religious material last year. African-Americans and parents, especially mothers, are the most likely to have sought spiritual material online.