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To: Bill Harmond who wrote (24964)	11/7/1998 8:43:00 PM
From: Glenn D. Rudolph	Respond to of 164687

WHAT E-COMMERCE NEEDS IS A GOOD OLD FIRE SALE ATTENTION, RETAILERS. Want to get more people to buy stuff online this Christmas? Give them a discount. Sounds like common sense, but that's a key finding in a new survey of 50,000 online households. Released on Nov. 6, the poll by Jupiter Communications and NFO Interactive shows that people who haven't yet bought anything on the Web are afraid of paying more for goods sold online--more than they are of security breaches. What's more, 77% of online shoppers said they would buy more if prices were lower. And 64% of those who use the Web, but not to shop, felt the same way. Books and music, for example, may have cheaper list prices online, but the wild card is shipping and handling. Says Nicole Vanderbilt, Jupiter's director of digital commerce: ''Discounting might convert more people into buyers. Once in the door, merchants can do other things to build loyalty that won't hit the bottom line.'' Other notable findings: Nearly 54% of Web cruisers watch TV at the same time, and 49% research car purchases online. Also, teens aged 13 to 18 will be the most likely to buy more over the Web in the next four years. For now, though, the average online shopper is a 45-year-old father of two who earns more than $60,000 a year. Mom, apparently, still prefers to touch the fabric.