Usual Categories Dominated Online Shopping


(Adweek IQ) Books, music, videos, DVDs, and apparel represented a third of online spending this holiday shopping season, according to the latest eSpending report.

The survey from Goldman, Sachs & Co., Harris Interactive, and Nielsen//NetRatings found that consumers spent $1.9 billion this season on books, music, videos, and DVDs. Combined, those categories claimed an 18% market share of all holiday spending. Apparel was close behind, as the category garnered more than $1.8 billion (a 17.5% market share).

The travel category, which usually makes up nearly a quarter of all e-commerce spending during the rest of the year, claimed just 14.7% of the total market. Surfers spent about $1.5 billion on their travel arrangements during the holiday shopping season. During the same period, both the consumer electronics and toys and video games categories enjoyed about $1.2 billion in online spending, making up 11.6% and 11.4% of the total market, respectively.

Findings were based on a weekly survey of more than 750 online shoppers.

The study also found that as Christmas approached, online consumers became less sensitive to price and more sensitive to crowds than they were a month ago. The number of consumers citing low price as a reason for Web shopping decreased from 43% last month to 33% the week ending Dec. 13.

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