The Online Video and Rich Media Summit starts today out at eTail West, and to coincide with that event, we’re releasing a new paper on Three Trends Causing Paradigm Shifts in Online Retail. The full paper will be available shortly on the main Limelight site (we’ll add a link here when available), but in the meantime, here’s an excerpt from the opening section. The paper goes on to examine uses of video in online retail, mobile strategies, and content personalization.
During the 2010 holiday season, online shopping reportedly spiked up 13% year over year. That’s compared to a 5.7% reported increase in shopping overall, which indicates the growing importance of the online medium. At the same time, a recent Limelight Networks study found that 65% of survey respondents claimed to have been shopping online for more than five years already. That appears to show that established online shoppers are doing more of their transactions on the web, even as new online shoppers are only now discovering the web’s advantages. In other words, growth is coming from both a larger sample of consumers—Javelin Strategy and Research predicts the percentage of US consumers shopping online will increase to 78% by 2014—and from greater usage among existing shoppers.