Commentary

More New Online Buyers, Spending More, Account for Holiday Spending Increase

More New Online Buyers, Spending More, Account for Holiday Spending Increase

According to a recent comScore Networks report on consumer online retail spending, online sales reached $12.42 billion during the period November 1st through December 3rd., an increase of 25 percent versus year ago. They conclude, hovever, that this gain is being driven by a 17 percent increase in the number of online buyers, coupled with a 7 percent increase in the average dollars spent per buyer.

Non-Travel (Retail) Spending(Online Spending Drivers Nov. 1 - Dec. 3, 2006 vs. 2005)

Percent Change

E-Commerce Spending

25%

Number of Buyers

17%

Dollars Per Buyer

7%

Source: comScore Networks

Gian Fulgoni, chairman of comScore Networks, said "... comScore's data are confirming that... more consumers are becoming comfortable buying online. But, an accentuating factor is that online spending per buyer is also increasing - as a result of more buying transactions and an increase in higher-ticket purchases."

For the 2006 Holiday season, to-date, the computer hardware category has the highest average order value at $292, followed by consumer electronics, video game consoles & accessories, jewelry & watches, and event tickets.

Top Online Product Categories by Average Order Value(Nov. 1 - Dec. 3, 2006 vs. 2005)

Retail Category

Avg. Order Value

Computer Hardware

$292

Consumer Electronics

$153

Video Game Consoles & Accessories

$141

Jewelry & Watches

$128

Event Tickets

$123

Source: comScore Networks

That most of the higher-ticket categories also appeared on the list of fastest growing retail categories confirms that they are significant growth drivers for this year's holiday season.

Fastest Growing Online Product Categories, by Dollar Growth(Nov. 1 - Dec. 3, 2006 vs. 2005)

Retail Category

Percent Change

Video Games

85%

Jewelry & Watches

69%

Event Tickets

66%

Video Game Consoles & Accessories

51%

Consumer Electronics

37%

Source: comScore Networks

Mr. Fulgoni commented, "As broadband connectivity in the home continues to rise, we're seeing some online spending shift from work computers to home computers. Nonetheless, online buying at work still accounts for as many e-commerce dollars as buying from home. This could... (reflect) consumers' valuing of the workplace as the location where they're able to confidentially buy gifts online for immediate family members."

Holiday E-Commerce Spending by Location(Billion $, Nov. 1 - Dec. 3, 2006 vs. 2005)

Purchase Location

2005

2006

Percent Change

Home

$4.18

$5.44

30%

Work

$4.51

$5.36

19%

Source: comScore Networks

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