By Joey Gardiner, 6 April 1999 17:54
NEWS Internet users who register with or personalise Web sites are more than twice as likely to buy online, claims a report from Fletcher Research. The report, called UK Internet User Monitor, is the first to quantify the correlation between Web use and consumer spend, according to the market research firm. The survey found that 68 per cent of users that have personalised a site have purchased online, compared with only 28 per cent of those who have not yet reconfigured a site. Similarly, 50 per cent of users who have registered with sites have bought online, compared with 19 per cent of the users who have not. William Reeve, research director at Fletcher Research, said the contrast in ecommerce use is so marked that Web sites with registration should be able to charge a premium for advertisers. Susan Costello, head of development at Web design firm Rufus Leonard, said the survey will encourage online vendors to focus on registration and customisation for Web sites.
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