More New Online Buyers + Spending More = Holiday Spending Increase

According to a comScore Networks report on consumer online (retail) spending, online sales are up 25 percent versus year ago. The lift is attributed to: 17 percent increase in the number of online buyers and a 7 percent increase in the average $$ spent per online retail consumer.

comScore Networks' Chairman Gian Fulgoni was quoted as saying, "... 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, 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)

Computer Hardware: $292

Consumer Electronics: $153

Video Game Consoles & Accessories: $141

Jewelry & Watches: $128

Event Tickets: $123

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)

85%: Video Games

69%: Jewelry & Watches

66%: Event Tickets

51%: Video Game Consoles & Accessories

37%: Consumer Electronics

According to Mr. Fulgoni, "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."



Source: comScore Networks
Source: Center for Media Research