comScore released online retail data for November 1, 2006 through December 3, 2006, finding that there 25% gain in spending which included 17% more shoppers and 7% higher spending per person.
“Clearly, comScore’s data are confirming that more and more consumers are becoming comfortable buying online,” said Gian Fulgoni, chairman of comScore Networks. “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.”
While the data shows that buying between work and home continues to be around the same in the online sector, the growing acceptance of broadband connections make the home buying area a growing place for online shopping.
Fulgoni also said that the buying at work may be slow to change as it probably represents somewhere that a person can buy confidentially for their close family members.
The top online spending categories were computer hardware with an average of $292, consumer electronics was second with $152 and was followed in third by video game consoles or accessories at $141.
Top Online Product Categories by Average Order Value Non-Travel (Retail) Spending Excludes Auctions and Large Corporate Purchases Source: comScore Networks | |
Retail Category | Avg. Order Value |
Computer Hardware | $292 |
Consumer Electronics | $153 |
Video Game Consoles & Accessories | $141 |
Jewelry & Watches | $128 |
Event Tickets | $123 |
Comment Preview