• by Jack Loechner , Staff Writer @mp_research, December 18, 2006

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.

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.

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.

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."

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