Global Market For Online Shopping Increases 40%

More than 85% of the world’s online population has used the internet to make a purchase – increasing the market for online shopping by 40% in the past two years – according to the latest Nielsen Global Online Survey.

Among internet users, the highest percentage shopping online is found in South Korea, where 99% of those with internet access have used it to shop, followed by the UK (97%), Germany (97%), Japan (97%) with the US eighth, at 94%.

In South Korea, 79% of these internet users have shopped in the past month, followed by the UK (76%) and Switzerland (67%) with the US at 57%.

Globally, the most popular and purchased items over the internet are books (41% purchased in the past three months), clothing/accessories/shoes (36%), videos/DVDs/games (24%), airline tickets (24%) and electronic equipment (23%).

Jonathan Carson, president, International, Nielsen Online, said: “The internet is no longer a niche technology – it is mass media and an utterly integral part of modern life. Almost no aspect of life remains untouched by online media.

“As our lives become more fractured and cluttered, it isn’t surprising that consumers turn to the unrivalled convenience of the internet when it comes to researching and buying products.”

Bruce Paul, VP, Customized Research, Nielsen US, said: “When The Nielsen Company conducted its first global survey into internet shopping trends two years ago, approximately 10% of the world’s population (627 million) had shopped online.

“Within two years, this number has increased by approximately 40% (to 875 million).”

Earlier this month comScore released a study of the online shopping activity of UK, French and German consumers during Christmas 2007, showing that online shopping activity built steadily throughout the season, peaking during the first half of December (see UK and France Enjoy Robust Online Christmas Shopping Season)

In separate research, comScore found that nearly $28 billion was spent online in the US during the Christmas period, a year on year rise of 19%.

Nielsen Online: www.nielsen-online.com