Two factors influencing online spending patterns
Buying products and services online has become common practice among Internet users. According to eMarketer, in the US there are 155.6 Million Internet users. They were 147M in 2003; 138.3M in 2002 and 122.8M in 2001). The majority of them, that is 74%, buys online. They were 73% in 2003; 71% in 2002 and 67% in 2001.
In More Broadband usage means more online spending, Sean Michael Kerner quotes comScore analyses that show a strong effect on online spending of two factors: broadband Internet access at home and Internet use history. Compared to dial-up Internet users, broadband users spend online 50% more (average quarterly online spending is 311$ vs. 217$). Internet newcomers (less than one year), on the other hand, spend online about half of what long-time (10 years) Internet users spend (in the past 6 months, this corresponds to 700$ vs. 400$).
Where: US
When: October 2004 (published)
Comments