Online shoppers are buying the same old things from the same old merchants, according to Gartner, who call it “playing it safe”. I call it developing habits. Not many people mentioned that they were buying from online-only retailers, but it looks like an unaided-recall survey, which would disproportionately benefit established brands. No wonder online businesses advertise online.
The Internet is maturing as a medium. Although the number of Internet users continues to grow, they’re becoming set in their ways.