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Study: Consumers still prefer brick-and-mortar jewelry stores

Author: Paso Robles, Calif. 9/19/2006 1:09:43 AM

Consumers have become more comfortable with online transactions, but not necessarily those involving jewelry. According to a new study from the Jewelry Consumer Opinion Council (JCOC), 91 percent of JCOC members make purchases online, yet only 34 percent have purchased jewelry online.

Of those who have never made an online purchase, 60 percent say they would consider buying something in cyberspace. The top three reasons for not making a purchase on the Web were: preferring to see an item in person; fear of identity thefts; and belief that online prices are too high, according to the study.

The majority of consumers (78 percent) said they were satisfied with the online purchasing experience. The research��conducted last month��found the top two shopping incentives for jewelry purchases were affordable prices and free shipping.

Auction sites represented the most popular site for Internet jewelry shopping, with 30 percent of Internet jewelry purchasers selecting eBay as their favorite site to buy jewelry. Of those who purchase jewelry online, 12 percent chose Zales.com as their favorite site, and 8 percent picked Amazon.com.

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