{"id":97238,"date":"2003-01-07T00:00:00","date_gmt":"2003-01-07T05:00:00","guid":{"rendered":"https:\/\/alpha.pewresearch.org\/pewresearch-org\/2003\/01\/07\/part-3-the-rise-of-active-online-holiday-celebrants\/"},"modified":"2024-04-14T04:14:27","modified_gmt":"2024-04-14T09:14:27","slug":"part-3-the-rise-of-active-online-holiday-celebrants","status":"publish","type":"post","link":"https:\/\/alpha.pewresearch.org\/pewresearch-org\/internet\/2003\/01\/07\/part-3-the-rise-of-active-online-holiday-celebrants\/","title":{"rendered":"Part 3: The rise of active online holiday celebrants"},"content":{"rendered":"

Holidays online<\/h3>\n\n

It has become clear that between a quarter and a third of U.S. Internet users have become quite attached to using the Internet to celebrate the holidays and shop for gifts online. It is a growing group and certainly would have fallen well below 10% of Internet users just several years ago. Active online celebrants can be identified in a variety of ways \u2013 their use of email, the level of their purchases online, the frequency with which they do window-shopping online. We decided to use a moderately expansive definition of them by focusing on their email use. The analysis in this section focuses on the one-third of email users who used email with family and<\/i> friends to make holiday plans or about holiday events. This definition of \u201cactive online celebrant\u201d applies to about 30 million Americans.<\/p>\n\n

\"How<\/figure>\n<\/p>\n\n

These relatively enthusiastic holiday emails are more likely to shop online for holiday gifts\u00a0(32% v. 23%) and window shop (56% v. 43%).\u00a0 Eager emailers do a little bit more of everything than the average Internet user. For instance, their average online holiday expenditure this year was $477 versus the $407 average.<\/p>\n\n

Online experience is the likely driver of this enthusiasm.\u00a0 Two-thirds of ardent emailers (68%) have been online for 5 or more years compared with 55% for all users.\u00a0 Furthermore, a high-speed connection may also contribute to online shopping — 25% of home Internet users have high-speed connections in this sample; for ardent emailers the home high-speed number is 33%. Also, for home broadband users, the average online holiday expenditure was $480 this year.\u00a0 For ardent emailers with broadband at home, the average expenditure was $544 for online holiday purchases.<\/p>","protected":false},"excerpt":{"rendered":"

Holidays online It has become clear that between a quarter and a third of U.S. Internet users have become quite attached to using the Internet to celebrate the holidays and shop for gifts online. It is a growing group and certainly would have fallen well below 10% of Internet users just several years ago. Active 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