Two Thirds of Online Retail Purchases Made Using Broadband Nielsen//NetRatings recently reported that 69 percent of retail purchases transacted online were conducted via a broadband
connection, compared to 31 percent transacted via narrowband or dial-up access during November 2004.
The finding was derived from the new Nielsen//NetRatings MegaView Online Retail service,
which tracks online consumer retail activity and purchasing behavior and offers marketers competitive benchmarking, dollar spending insights and buyers' conversion rates.
This custom research
from MegaView Online Retail found that broadband consumers spend on average $158.21 per person, 34 percent higher than the $117.89 average spent by narrowband users. In addition, the conversion rate
for broadband users reached 26 percent, compared to the conversion rate of narrowband users at 21 percent.
Heather Dougherty, senior retail analyst, said "With 55 percent of online surfers
utilizing broadband and broadband users spending more money online than narrowband surfers, there should be less concern about alienating the narrowband shopper. Retailers (should) rethink their
online business strategies to integrate rich media into Website design and advertising campaigns."
The latest findings showed that broadband users connected to the Internet 34 percent more times
(59) than narrowband users during November. In addition, broadband users visited online retail Websites more frequently, and spent more time online.
Retail Sales and Conversion Rates, November
2004
| | Avg Online $ Spend Per Person | Shopper/Buyer Conversion Rate |
| Broadband | $158.21 | 26% |
| Narrowband | $117.89 | 21% |
Source: Nielsen//NetRatings MegaView Online Retail Custom Data, January 2005
Site Visits, November 2004
| Avg Web Connects | Online Retail Visits | Time Spent Online |
| Broadband | 59 | 18 | 22hrs:08min:24sec |
| Narrowband | 44 | 14 | 17hrs:45min:28sec |
Source: Nielsen//NetRatings MegaView Online Retail Custom Data, January 2005