The article discusses the factors that predict online buying behavior, emphasizing personal characteristics over demographics. It highlights the growth of online sales across various sectors and the importance of understanding consumer behavior for effective online marketing. The Wharton Virtual Test Market (WVTM) survey, conducted in 1998, aimed to identify predictors of online buying behavior by analyzing the personal characteristics of online users. The survey found that a "wired" lifestyle, characterized by frequent internet use, high email volume, and a preference for online communication, was a significant predictor of online buying behavior. Additionally, time constraints were found to influence online shopping decisions, as individuals with more discretionary time were more likely to shop online. The survey also revealed that the online population is generally younger, more educated, and wealthier than the general population, with a smaller proportion of African-Americans. The WVTM survey also compared online behavior across different regions and found differences in usage patterns and attitudes. The study concluded that past behavior, rather than demographics, was the most important factor in predicting online shopping habits. The article also discussed the importance of convenience in online shopping and the role of security and privacy concerns in influencing online purchasing decisions. The findings suggest that online shoppers value time savings over cost savings, and that successful online stores should focus on convenience and ease of use. The study also highlighted the need for further research on the future of e-commerce and the potential for increased online shopping as internet use becomes more widespread.The article discusses the factors that predict online buying behavior, emphasizing personal characteristics over demographics. It highlights the growth of online sales across various sectors and the importance of understanding consumer behavior for effective online marketing. The Wharton Virtual Test Market (WVTM) survey, conducted in 1998, aimed to identify predictors of online buying behavior by analyzing the personal characteristics of online users. The survey found that a "wired" lifestyle, characterized by frequent internet use, high email volume, and a preference for online communication, was a significant predictor of online buying behavior. Additionally, time constraints were found to influence online shopping decisions, as individuals with more discretionary time were more likely to shop online. The survey also revealed that the online population is generally younger, more educated, and wealthier than the general population, with a smaller proportion of African-Americans. The WVTM survey also compared online behavior across different regions and found differences in usage patterns and attitudes. The study concluded that past behavior, rather than demographics, was the most important factor in predicting online shopping habits. The article also discussed the importance of convenience in online shopping and the role of security and privacy concerns in influencing online purchasing decisions. The findings suggest that online shoppers value time savings over cost savings, and that successful online stores should focus on convenience and ease of use. The study also highlighted the need for further research on the future of e-commerce and the potential for increased online shopping as internet use becomes more widespread.