Telephone Still Favored Purchasing Channel
Despite its emergence as a marketing and purchasing tool, the Internet still lags
behind the telephone in consumer purchases. According to a consumer study conducted on behalf of the American
Teleservices Association (ATA), 45% of Americans have initiated a purchase via telephone in the past year - compared with 37% who have initiated
a purchase over the Internet in the same period. Only among those 25-34 years old did the Internet lead with 50%, compared to 39% who bought over the
telephone.
The telephone continues to be the most favored channel for consumer purchases.
Those aged 25-34 are most likely to use the Internet to initiate a purchase, while those 65+ are least likely. Just 11% of those age 65 and over
initiated a purchase over the Internet in the past year.
[source: American Teleservices Association Website]
