Online shoppers a little less satisfied

Shoppers were slightly less satisfied than last year with their online shopping experience this holiday season, but higher gasoline prices prompted more of them to do their shopping from home, according to an Online Retail Satisfaction report released this morning.

Aggregate satisfaction with the 40 largest revenue-grossing online retailers stood at 74 on a 100-point scale, down 1.3 percent from a year ago, according to the survey by ForeSee Results, an online measuring firm based in Ann Arbor, Mich.

The survey showed shoppers' likelihood to buy gifts "offline" in the bricks-and-mortar world plunged 7.5 percent this holiday from a year ago, based largely on higher prices for staples such as food and gasoline that left shoppers feeling pinched.

"The tough economy and the flurry of discounting throughout the season led to more price comparison shopping and higher expectations for deals," said Larry Freed, president and CEO of ForeSee Results.

Top-scoring online retailers included movie rental site Netflix as well as book and merchandise retailer Amazon and online shopping channel QVC, according to the survey of more than 11,000 shoppers.

Most improved Web sites were Costco (up 4.3 percent to 72 on the 100-point scale); Avon (up 3.9 percent to 79) and shoe-seller Zappos (up 4 percent to 78).

Among department stores, shoppers were most pleased with the Web sites of J.C. Penney, which scored 75, and Nordstrom, with a 74. Macy's scored 71, unchanged from last year, and Sears scored at the bottom with a 70, down 4.1 percent from holiday 2006.

Computer and electronics retailers touting the highest scores were Apple with a 79, followed by TigerDirect and Newegg tied at 77.

The data show that online retailers must constantly improve their sites and listen to customer feedback, Freed said.