from TheHarrisPoll

1. Press Contact:
Corporate Communications
Harris Interactive
212-539-9600
press@harrisinteractive.net
Will Stores Become Obsolete?
Americans increase their online shopping, reading reviews and value opinions shared
online
NEW YORK, N.Y. – November 18, 2010 – While some stores differentiate themselves based on prices, others
attract customers through unparalleled service, or uniquely trained sales personnel. As Americans increase their
online shopping and their reading of product reviews and discussions online, will the in-store shopping
experience ultimately become obsolete?
These are some of the results of The Harris Poll of 2,258 adults surveyed online between September 1 and 3,
2010 by Harris Interactive.
When asked if, over the past year, the amount of time spent doing various activities online has changed, one
quarter of online adults say that they have increased their time spent shopping (24%) online, as well as their
time spent reading product reviews (25%). The age differences here may indicate this trend will continue, as
approximately three in ten younger online adults, aged 18-34, say they have increased time spent doing both of
these activities (30% and 28%, respectively), compared to fewer than a quarter older online adults, 55 and up,
who say the same (22% and 23%, respectively).
The Changing Art of the Sell
The data suggest that not only are Americans heading online to actually make purchases, but that they are being
convinced of what to buy (or not buy) online as well. Over half of online Americans say that when using social
media, they prefer to listen to others share their opinions rather than give their own (53%), and, even more
telling, six in ten online adults say they value the opinions other people share on social media (60%). Although
greater numbers of adults who use the Internet seem to go online to hear what others have to say, over a
quarter say they have used social media as an outlet to rant or rave about a company, brand or product (28%),
as well.
The Effects of Change
While online shopping can afford consumers with side-by-side price comparisons, countless product reviews,
suggestions and opinions, is there also something lost in the experience? When asked to think about their life
and relationships in general, over half of online Americans say that they have had less face-to-face contact with
friends recently (54%) and just under a third say they feel lonelier now, than they did previously (31%). As with
the increasing use of online features, younger online adults are experiencing these feelings at greater rates than
are older online adults—over half of those 18-34 say they now have less face-to-face contact with friends (56%),
compared to fewer than half of adults 55 and older (49%), and 36% of those 18-34 say they feel lonelier now,
compared to just a quarter of those 55 and older who agree (26%).
©2010 Harris Interactive All rights reserved.

2. So what?
While the Internet may provide tools and services which can educate consumers, potentially helping them to get
the best products for their money, there may be something lost in translation through the solitary experience of
communicating and shopping online. As with many new developments, time will reveal the best practices for
adoption and use, working to both solve an issue or improve a system, while also providing users with an
enjoyable and beneficial experience.
TABLE 1A
LIFE AND RELATIONSHIPS
“Thinking about your life and relationships in general, please indicate how strongly you agree or disagree with each of the
following statements.”
Base: All online U.S. adults
Agree Strongly Somewhat Disagree Somewhat Strongly Not
(NET) agree agree (NET) disagree disagree applicable
% % % % % % %
Recently, I have had less face-to-face contact
54 21 33 42 26 16 4
with friends.
I find I keep in touch with more friends now
56 21 35 40 29 11 4
than in the past.
I know what’s going on with many of my
friends and acquaintances, but I don’t 58 15 43 39 27 12 4
interact with them personally or individually.
I feel more connected to people now than I
57 18 39 39 29 10 4
did previously.
I feel lonelier now than I did previously. 31 11 20 63 29 35 6
Note: Percentages may not add up to 100% due to rounding
TABLE 1B
LIFE AND RELATIONSHIPS
“Thinking about your life and relationships in general, please indicate how strongly you agree or disagree with each of the
following statements.”
Summary of those saying “strongly agree” or “somewhat agree”
Base: All online U.S. adults
Total Uses Total Does Age Gender
Total Social Not Use 18-34 35-44 45-54 55+
Media Social Media Male Female
% % % % % % % % %
Recently, I have had less face-to-face
54 55 49 56 55 57 49 55 53
contact with friends.
I find I keep in touch with more friends
56 58 43 63 56 51 52 53 60
now than in the past.
I know what’s going on with many of
my friends and acquaintances, but I
58 60 44 60 60 55 54 57 58
don’t interact with them personally or
individually.
I feel more connected to people now
57 59 43 63 54 54 53 53 61
than I did previously.
I feel lonelier now than I did
31 32 25 36 27 33 26 33 29
previously.
Note: Percentages may not add up to 100% due to rounding
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3. TABLE 2A
CHANGE IN TIME SPENT ONLINE
“Over the past year, how, if at all, has the amount of time you spend doing each of the following things online changed?”
Base: All online U.S. adults
Increased Increased Increased Has not Decreased Decreased Decreased Not
(NET) significantly somewhat changed (NET) somewhat significantly applicable
% % % % % % % %
Shopping 24 5 19 50 17 12 5 9
Posting/uploading
22 6 16 41 11 7 4 26
photos
Reading
newspapers/current 26 7 19 51 12 8 4 11
events
Posting or commenting
14 3 11 33 10 5 4 43
on friends’ blogs
Posting information on
8 3 6 27 10 6 4 55
my own blog(s)
Viewing
friends’/acquaintances’
34 9 25 34 8 5 3 23
info and/or photos on
social networking sites
Reading product
25 6 20 51 9 6 3 15
reviews
Posting
comments/reviews
13 3 10 43 9 6 4 35
about brands, products
or services
Note: Percentages may not add up to 100% due to rounding
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4. TABLE 2B
CHANGE IN TIME SPENT ONLINE
“Over the past year, how, if at all, has the amount of time you spend doing each of the following things online changed?”
Summary of those saying “increased significantly” or “increased somewhat”
Base: All online U.S. adults
Total Age Education
Total Does
Uses H.S. Some College
Total Not Use
Social 18-34 35-44 45-54 55+ or college grad +
Social Media
Media less
% % % % % % % % % %
Shopping 24 25 20 30 22 20 22 22 24 28
Posting/uploading photos 22 23 10 27 25 19 13 18 23 25
Reading
newspapers/current 26 25 29 26 27 26 25 20 27 32
events
Posting or commenting on
14 16 1 16 14 17 9 12 16 15
friends’ blogs
Posting information on my
8 9 3 12 11 5 4 6 9 11
own blog(s)
Viewing
friends’/acquaintances’
34 38 5 39 36 35 26 29 36 38
info and/or photos on
social networking sites
Reading product reviews 25 26 22 28 26 25 23 23 24 29
Posting comments/reviews
about brands, products or 13 14 6 16 13 14 8 11 15 13
services
Note: Percentages may not add up to 100% due to rounding
TABLE 3A
OPINIONS ON SOCIAL MEDIA
“Please indicate how strongly you agree or disagree with the following statements.”
Base: All U.S. adults who use social media
Agree Strongly Somewhat Disagree Somewhat Strongly Not
(NET) agree agree (NET) disagree disagree applicable
% % % % % % %
In general, I prefer to interact with
acquaintances using social media, 44 10 34 44 21 23 12
rather than face-to-face.
In general, I prefer to interact with
friends using social media, rather than 23 5 18 67 31 36 11
face-to-face
In general, I prefer to interact with
family using social media, rather than 19 5 15 69 25 44 11
face-to-face.
When using social media, I prefer to
listen to others share their opinions 53 12 41 31 23 8 16
rather than give my own.
I value the opinions other people share 60 10 50 25 18 7 15
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5. on social media.
I feel important when I give my
feedback about brands, products and 41 9 32 34 21 13 25
services in the social media space.
Note: Percentages may not add up to 100% due to rounding
TABLE 3B
OPINIONS ON SOCIAL MEDIA
“Please indicate how strongly you agree or disagree with the following statements.”
Summary of those saying “strongly agree” or “somewhat agree”
Base: All U.S. adults who use social media
Age
Total
18-34 35-44 45-54 55+
% % % % %
In general, I prefer to interact with acquaintances
44 59 44 38 25
using social media, rather than face-to-face.
In general, I prefer to interact with friends using
23 27 27 19 14
social media, rather than face-to-face
In general, I prefer to interact with family using
19 24 22 19 10
social media, rather than face-to-face.
When using social media, I prefer to listen to others
53 55 52 53 50
share their opinions rather than give my own.
I value the opinions other people share on social
60 68 61 58 50
media.
I feel important when I give my feedback about
brands, products and services in the social media 41 47 43 39 30
space.
Note: Percentages may not add up to 100% due to rounding
TABLE 4
LIFE ON SOCIAL MEDIA
“Please indicate how strongly you agree or disagree with the following statements.”
Base: All U.S. adults who use social media
Agree Strongly Somewhat Disagree Somewhat Strongly Not
(NET) agree agree (NET) disagree disagree applicable
% % % % % % %
I have used social media as an outlet to
rant or rave about a company, brand or 28 10 18 57 21 37 15
product.
I understand that by participating in
social media, I’m giving up part of my 80 39 41 10 7 3 10
privacy.
What I reveal about myself on social
networking sites is just a snapshot, not 73 41 32 12 7 5 16
a complete portrait, of who I am.
Note: Percentages may not add up to 100% due to rounding
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6. Methodology
This Harris Poll was conducted online within the United States between September 1 and 3, 2010 among 2,258
adults (aged 18 and over). Figures for age, sex, race/ethnicity, education, region and household income were
weighted where necessary to bring them into line with their actual proportions in the population. Propensity
score weighting was also used to adjust for respondents’ propensity to be online.
All sample surveys and polls, whether or not they use probability sampling, are subject to multiple sources of
error which are most often not possible to quantify or estimate, including sampling error, coverage error, error
associated with nonresponse, error associated with question wording and response options, and post-survey
weighting and adjustments. Therefore, Harris Interactive avoids the words “margin of error” as they are
misleading. All that can be calculated are different possible sampling errors with different probabilities for pure,
unweighted, random samples with 100% response rates. These are only theoretical because no published polls
come close to this ideal.
Respondents for this survey were selected from among those who have agreed to participate in Harris
Interactive surveys. The data have been weighted to reflect the composition of the adult population. Because
the sample is based on those who agreed to participate in the Harris Interactive panel, no estimates of
theoretical sampling error can be calculated.
These statements conform to the principles of disclosure of the National Council on Public Polls.
The results of this Harris Poll may not be used in advertising, marketing or promotion without the prior written
permission of Harris Interactive.
®
The Harris Poll #143, November 18, 2010
By Samantha Braverman, Project Researcher, Harris Interactive
About Harris Interactive
Harris Interactive is one of the world’s leading custom market research firms, leveraging research, technology,
and business acumen to transform relevant insight into actionable foresight. Known widely for the Harris Poll
and for pioneering innovative research methodologies, Harris offers expertise in a wide range of industries
including healthcare, technology, public affairs, energy, telecommunications, financial services, insurance,
media, retail, restaurant, and consumer package goods. Serving clients in over 215 countries and territories
through our North American, European, and Asian offices and a network of independent market research firms,
Harris specializes in delivering research solutions that help us – and our clients – stay ahead of what’s next. For
more information, please visit www.harrisinteractive.com.
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