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Among respondents who have started their holiday shopping in the past week, 63 percent shopped at a site based on prior experience, while nearly a quarter said they shopped at a site based on its traditional retail store presence, which suggests brand awareness is a key factor in driving shopping habits.
Jupiter has also estimated that 35 million people in the US will purchase gifts online this holiday season, a significant increase from the 20 million who shopped online last year (Jupiter Research, November 2000).
More than 40% of AOL members shopped the site in November 1999, according to Media Metrix research, in addition to millions more Shop@ users across AOL's family of brands.