HOLIDAY NET SALES A TANGLED WEB

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Mixed Reports On E-commerce


(The Hollywood Reporter) Internet researchers, clamoring to be first out of the gate with highly anticipated holiday e-commerce figures, are giving mixed signals in the early stages.

With ad dollar amounts still unavailable, Media Metrix is reporting “major gains” compared with the holiday period a year ago, but its study is based only on Internet traffic to e-commerce sites, not sales.

Ernst & Young, meanwhile, cut its holiday-period Internet retail estimates to $10 billion-$13 billion from its previous estimate of $12 billion-$15 billion. Its full-year estimate is unchanged at $25 billion-$30 billion.

Ernst & Young reported that 26% of Internet users made an online purchase during the holiday season. Internet users spent an average of $1,080 on holiday purchases both online and offline. Of those purchases, 67% were made in bricks-and-mortar stores, 26% were Internet purchases and 7% were made through catalogs.

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