shoppers, a survey by internet analysis specialist Nielsen Online
of US internet users aged 18 and older has found.
that 78 percent had made an online purchase in the six months to
October 2008. Topping the list of online transactions was travel
with 38 percent of online consumers having made at least one
travel-related purchase. Extrapolated to the full online market
this indicates a total reach of some 54.4 million consumers.
Travel was followed by credit card account
management and home banking with 36 percent and 35 percent of
consumers having conducted transactions, respectively. Top retail
items were clothing (28 percent) and books (26 percent).
In terms of unique audiences eBay topped the list
with a reach 49.2 million consumers while close behind was
Amazon.com at 48.3 million consumers. Most popular of the
traditional brick-and-mortar retailers was Wal-Mart stores with a
reach of 25.3 million consumers.
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Research firm Javelin Strategy & Research
estimates that US online shopping related payments will total $148
billion or 3.5 percent of total retail sales in 2008.
Of the total, Javelin estimates that $42.8
billion will be spent during the Christmas shopping season with
alternative payment methods such as PayPal and eBillme accounting
for about $7.8 billion (18 percent).
Of concern to banks will be Javelin’s forecast
that the share of alternative online payments will rise to one
third in by 2012.
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