Online retail sales in the US reached $53.1 billion for the whole of 2001, according to data released by Comscore this week. Excluding online travel sales, which were negatively affected by the World Trade Centre attacks, the total grew 20% year on year to reach $33.7 billion.
Online travel sales have not yet recovered from the 11 September attacks and the American Airlines crash on 12 November, says Comscore.
“In July and August, online travel sales reached a fever pitch, fueled by consumer comfort with buying online, deep price discounts and new choices in online agencies,” says Dan Hess, comScore vice president. “But after 11 September, the sector’s sales fell dramatically, before beginning a slow recovery.”
Comscore data for the first two weeks of January 2002 show a strong resurgence in online travel spending. At its third quarter peak, travel accounted for over 40% of online sales; however, it finished the fourth quarter with the same 32% share with which it opened the year.
Computer hardware and consumer electronics were in demand during the holidays; together these categories started the year at 19% of total sales and ended 2001 accounting for 24%.
“The trends weÂ’ve seen in travel, computers and consumer electronics are consistent with more recent reports of overall strength in these sectors at retail,” said Gian Fulgoni, comScore chairman and co-founder.
| Share of Total Online Sales by Category |
| |
|
|
|
|
|
| |
Q1 2001 |
Q2 2001 |
Q3 2001 |
Q4 2001 |
FY 2001 |
| Travel |
32% |
39% |
43% |
32% |
36% |
| Computer Hardware |
14% |
12% |
15% |
17% |
15% |
| Apparel & Accessories |
11% |
9% |
8% |
11% |
10% |
| Office |
11% |
7% |
7% |
7% |
8% |
| Consumer Electronics |
5% |
6% |
5% |
7% |
6% |
| Books |
5% |
4% |
4% |
4% |
4% |
| Event Tickets |
2% |
4% |
3% |
2% |
3% |
| Home & Garden |
2% |
2% |
3% |
3% |
2% |
| Music |
2% |
2% |
1% |
2% |
2% |
| Health & Beauty |
2% |
2% |
2% |
2% |
2% |
| All Other Categories |
14% |
13% |
9% |
13% |
12% |
| Total |
100% |
100% |
100% |
100% |
100% |
| |
|
|
|
|
|
| Source: Comscore, 16.01.02 |
The research also found that work-based PCs – which make up less than half of US computers – actually drive almost 60% of US online dollars, with an even greater skew within certain categories, as shown in the table below.
| Share of $US Online Spend Purchased From Work PCs |
| |
|
| Office |
92% |
| Travel |
62% |
| Flowers & Gifts |
58% |
| Computer Hardware |
57% |
| Books |
55% |
| Computer Software |
54% |
| Consumer Electronics |
54% |
| Jewelry & Watches |
53% |
| Home & Garden |
49% |
| Event Tickets |
48% |
| |
|
| Source: Comscore, 16.01.02 |
A greater percentage of broadband users buy online, when compared to dialup users, according to the research. Broadband customers spend 14% more per buyer, buy more frequently and constitute 38% of visitors but account for half of dollars.
