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BizReport : Ecommerce archives : May 12, 2011

Ecomm spending in the US sees double-digit growth in Q1

When it comes to shopping, more US consumers are doing it online. According to two new reports, more money is being pushed into the ecommerce space by both adults and teens across the US.

by Kristina Knight

Part of the spending increase may be related to the record-breaking 2010 holiday shopping season - with more people shopping online for gifts over the holidays, it is possible that they simply continued that trend into the New Year.

"Faced with rapidly rising gas prices and stubbornly high unemployment, consumers continued to take advantage of the Internet's lower prices by shifting their spending from offline retail stores," said comScore chairman Gian Fulgoni. "In fact, in the first quarter, the growth in e-commerce spending was roughly double that observed at offline retail. While we would expect online buying to dampen slightly if gas prices continue to eat into discretionary spending, it's clear that e-commerce has become a mainstay in consumer behavior, driven by the attraction of both lower prices and convenience."

Here are the numbers quarter to quarter:

• Q1 2011 - $38,002 (12% increase)
• Q4 2010 - $43,432 (11% increase)
• Q3 2010 - $32,133 (9% increase)
• Q2 2010 - $32,942 (9% increase)
• Q1 2010 - $33,984 (10% increase)

The top categories for ecommerce spending continue to be video games/consoles, books and magazines and computer sales.

It isn't just adults who are increasing their ecommerce habits. Recent data from Piper Jaffray shows that teens are spending more time shopping the online mall that before. Most are shopping for clothing/apparel, which is interesting because this type of shopping is quite interactive and social.

Most teens still shop the mall, with specialty stores capturing about 29% of the teen clothing spend. Major chains and discount stores bring in about 17% of the teen clothing spend, but the Internet, along with department and outlet stores, account for 11% of the teen spend each.

Tags: comScore, ecommerce, ecommerce spending, online shopping, online spending, Piper Jaffray

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