Check these statistics
- 57% of adults have access to the internet - web users in Britain are 27.8 million
- 5 million broadband users
- ?770 each spent on internet per year
Wow, I hear you say, this internet thing is really beginning to take off … but I think that if you look a bit harder behind the stats there is something a little more ominous. Try these stats, from the same sources (Mintel and YouGov) that are the hidden implications of the positive stuff
- Two thirds of internet shoppers don?t buy something online every two weeks
- 13% of customers bought less than they bought last year
- 84% made one online purchase, with less than a third being regular repeat - what about the other two thirds?
I see a pattern here. Maybe the internet does good acquisition … its a great draw … but it does poor retention. The experiences gained online are just not good enough to guarentee a repeat visit. In marketing spiel, its a leaky bucket.
I think we need to think about the experiences we are providing online. Are they really good enough to keep the mass market online? If it was just about Jakob’s usability and nothing else, shouldn’t we be doing better than this by now?
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