It probably won't come as a shock to anyone, but consumers increasingly plan to make at least some of their purchases online this holiday season, driven in part by maturing Web 2.0 apps.
According to a 'Web 2.0 for Business' outfit known as WorkLight, the online shopping world is in the midst of a sea change due to the proliferation of next-generation Web 2.0 tools.
According to David Lavenda, WorkLight's vice president of marketing and product strategy:
"Online shoppers are now interacting with retailers in much more meaningful ways; ways that transcend the traditional online portal experience. Retailers who invested in meeting customers where they spend their time online -- on social networks, desktop and web-based widgets and gadgets, mobile apps and more -- will be able to cash in on this consumer groundswell. Being able to meet customers through Web 2.0 will be a strategic advantage to gaining significant holiday market share."
Several reports bear these facts out. According to a Shop.org analysis, a quarter of retailers has invested in a Facebook page this year, and according to a Deloitte study, 21 per cent of consumers surveyed plan to shop online this holiday season (up from 19 per cent last year).
