Online Retail Sales
Tables/Charts:Summary Points:Online Retail Sales as a Share of Total Retail and Food Sales, 2008-2010
Online Retail Sales Projection, 2009-2014
- Households earning less than $50,000 a year and more than $100,000 a year saw rapid growth in on-line retail sales Q2 2010 while growth shrank in on-line sales to the large middle income households.
- Half of all on-line buyers are light users, accounting for just 8 percent of all on-lines sales and 30 percent of total on-line transactions. They spend on average just $30 per transaction.
- In contrast, the average heavy online buyer spent $615 in the second quarter of 2010, nearly five times more than medium-level onlne buyers and 20 times more than light online buyers.
| Online Sales by Household Income Segment, Q2 2008-2010 (Dollars and Percent) | |||
| HouseholdIncome Segment | Income Segment Share of Online Retail Spending in Q2 '10 | Online Retail Spending Growth in Q2 '10 vs. Q2 '08 | Online Retail SpendingGrowth in Q2 '10 vs. Q2 '09 |
| Under $50,000 | 22% | +14% | +22% |
| $50,000 - $99,999 | 41% | -8% | -2% |
| $100,000 or more | 37% | +28% | +17% |
| Total | 100% | +8% | +9% |
| Source: comScore, Inc. State of the U.S. Online Retail Economy in Q2 2010 | |||
| Key Shopping Metrics for Heavy/Medium/Light Buyer, Q2 2010 (Dollars and Percent) | |||
| Heavy* | Medium** | Light*** | |
| Share of Online Buyers | 20% | 30% | 50% |
| Share of e-Commerce Dollars | 69% | 22% | 8% |
| Share of Transactions | 40% | 30% | 30% |
| Dollars per Buyer | $615 | $20% | $30 |
| Transactions per Buyer | 4.7 | 2.4 | 1.4 |
| * Top 20 percent of buyers based on dollars spent in Q2 2010. ** Next 30 percent of buyers based on dollars spent in Q2 2010 *** Bottom 50 percent of buyers based on dollars spent in Q2 2010 Source: comScore, Inc. State of the U.S. Online Retail Economy in Q2 2010 | |||
 | Retail Industry Indicators 2010 © NRF Foundation www.nrffoundation.com |