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Internet Retailer reports on a new Forrester Research study saying that "free shipping trumps fast shipping for web shoppers."

According to the story, "The preponderance of free shipping offers available from top retailers—92% of the top 50 e-retailers studied for the report offer some form of free shipping—has consumers shopping around for shipping deals. 53% of survey participants say low-cost shipping is an important reason why they would switch to a different online retailer.

"59% of consumers say they consider shipping costs when making online purchase decisions. Those costs stand as the most cited consideration in the survey involving purchases.  Other considerations are product ratings and reviews from other customers (43%), product information from the retailer (34%) and the retailer’s shipping policy (26%). Respondents could select more than one answer."

Far less important to consumers - fast shipping, which ranked only 14th on the list.
KC's View:
Actually, I think people want shipping that is both free and fast.