As per Forrester Research, 28% of North Americans who go online don’t buy there. This is for a variety of reasons. 62% of non-buying online consumers polled said that concerns about giving credit card information over the Internet held them back, while 55% cited the inability to see an item personally before buying. 25% of non-online buyers said they prefer to research online but buy in a store. 22% cited delivery costs, 21% cited “horror stories heard about online purchasing,” and 17% don’t buy online because they aren’t confident the product will arrive in good condition. 12% didn’t want to have to wait for the item to be delivered; others cited a variety of additional reasons. And we shouldn't just look at the report with a “Half Full” Attitude. 72% of north Americans who go online for other reasons buy there, for variety of reasons!! Isn’t that number a pretty big one?