Press Releases

December 4, 2008

Attractive Discounts Bring Deluge of Buyers to Retail Sites on Cyber Monday

Tighter Budgets Resulted in Lower Dollars per Buyer vs. Year Ago

RESTON, VA, December 4, 2008 – comScore (NASDAQ : SCOR), a leader in measuring the digital world, today released additional insights into online consumer activity on Cyber Monday, revealing where the majority of dollars spent originated as well as traffic gains for major retail sites.

As reported in comScore’s December 3 press release, online retail sales on Cyber Monday this year increased by 15 percent over last year’s level. This gain was driven by a 22-percent increase in the number of buyers, while the average dollars spent per buyer declined by 5 percent versus year ago. This decline in dollars per buyer can be traced to a drop in the number of buying transactions completed by the average buyer.

Breakdown of Cyber Monday E-Commerce Spending
Non-Travel (Retail) Spending
Excludes Auctions and Large Corporate Purchases
2008 vs. 2007
Total U.S. – Home/Work/University Locations
Source: comScore, Inc.
  Cyber Monday
2007 2008 Percent Change
 Dollars ($ Millions) $733 $846 15%
Number of Buyers (000) 7,585 9,254 22%
Dollars per Buyer $96.62 $91.43 -5%
Average Transaction Value $53.89 $55.76 3%
Transactions per Buyer 1.79 1.64 -9%

“Because of the extremely attractive prices offered by a myriad of retailers, it shouldn’t be surprising that nearly two million more consumers purchased online this Cyber Monday compared to last. But, because of their reduced spending power it’s also evident that those who did buy were unable or unwilling to spend as much per person as we saw last year,” said comScore chairman Gian Fulgoni. “That said, it’s clear that Cyber Monday has become a well publicized event that has fundamentally captured consumers’ attention and a meaningful share of their wallets.”

Work Computers Accounted for Half of Cyber Monday Spending

The Cyber Monday phenomenon is driven primarily by online spending from work computers as people return to work after the Thanksgiving weekend and begin making their holiday gift purchases out of view of family members and from computers with ultra fast connections. Similar to previous years, work computers accounted for approximately half of total online spending on Cyber Monday. Interestingly, although they represent a relatively small percentage (7 percent) of overall Cyber Monday spending, international consumers spent 44 percent more online at U.S. sites than they did in 2007, a potential consequence of the far faster ramp up in Internet usage that is occurring in many less mature international markets than in the U.S today.

Breakdown of Cyber Monday E-Commerce Spending by Location
Non-Travel (Retail) Spending
Excludes Auctions and Large Corporate Purchases
2008 vs. 2007
Total U.S. – Home/Work/University Locations
Source: comScore, Inc.
  Cyber Monday Spending ($ Millions)
2007 2008 Percent of 2008 Spending
All Locations $733 $846 100%
Home $297 $334 39%
Work $372 $426 50%
University $22 $25 3%
International $42 $60 7%

Retail Sites Draw Massive Visitor Gains on Cyber Monday Relative to Depressed November Levels

More than 57 million Americans visited retail sites on Cyber Monday, representing a 33-percent jump versus the average daily visitors in November 2008, a month that generally saw reduced visitation to retail sites as consumers struggled to assimilate a succession of negative economic events. The most visited retail site on Cyber Monday was eBay, which grew 45 percent over November levels to nearly 13 million visitors, followed by Amazon Sites with 9.2 million visitors (up 56 percent), Wal-Mart with 6.8 million visitors (up 90 percent), and Target Corporation with 4.8 million visitors (up 54 percent).

Top 20 Most Visited Retailer Sites on Cyber Monday (December 1, 2008)
December 1, 2008 vs. November 2008 (average)
Total U.S. – Home/Work/University Locations
Source: comScore, Inc.
  Average Daily Unique Visitors (000)
Month of November 2008 Cyber Monday (Dec. 1) Percent Change
Retail Category 42,927 57,129 33%
eBay 8,930 12,981 45%
Amazon Sites 5,894 9,207 56%
Wal-Mart 3,569 6,766 90%
Target Corporation 3,108 4,801 54%
Apple Inc. 2,567 3,683 43%
Best Buy Sites 1,257 2,908 131%
Dell 1,550 2,372 53%
Toysrus Sites 1,432 2,162 51%
OVERSTOCK.COM 1,519 2,053 35%
Moviefone 1,315 1,968 50%
Hewlett Packard 1,004 1,952 94%
SEARS.COM 1,044 1,911 83%
JCPenney Sites 1,013 1,873 85%
Circuit City Stores, Inc. 1,020 1,623 59%
Macy's Inc. 823 1,573 91%
AmericanGreetings Property 821 1,461 78%
OLDNAVY.COM 743 1,384 86%
NETFLIX.COM 808 1,318 63%
Kohls Corporation 771 1,113 44%
Limitedbrands 676 1,110 64%

CyberMonday.com Draws 1 Million Visitors on Cyber Monday

For some time, online shopping resources have been a popular way for consumers to compare prices and obtain the best deal – whether their ultimate purchase was completed online or in a retail store. In a tight economy, the popularity of these resources can increase even more. Cyber Monday saw significant visitor gains at most of the top retail resources, led by Shopzilla.com Sites with nearly 2 million visitors (up 98 percent versus the November base period), followed by Yahoo! Shopping with 1.9 million visitors (up 81 percent) and Google Product Search with 1.1 million (up 59 percent). CyberMonday.com, Shop.org’s online round-up of the best Cyber Monday deals, attracted 1 million unique visitors.

Top 10 Most Visited Online Retail Resource Sites on Cyber Monday (December 1, 2008)
December 1, 2008 vs. November 2008 (average)
Total U.S. – Home/Work/University Locations
Source: comScore, Inc.
  Average Daily Unique Visitors (000)
Month of November 2008 Cyber Monday (Dec. 1) Percent Change
Retail Category 42,927 57,129 33%
Shopzilla.com Sites 985 1,953 98%
Yahoo! Shopping 1,024 1,856 81%
Google Product Search 697 1,110 59%
MSN Shopping 672 1,108 65%
Nextag.com Sites 367 1,010 176%
CyberMonday.com 13 1,004 7578%
SHOPLOCAL.COM 585 878 50%
ValueClick Sites 531 675 27%
PRONTO.COM 288 638 121%
Yahoo! Stores 254 571 125%

About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/boilerplate.

Contact:
Andrew Lipsman
comScore, Inc.
+1 312 775 6510
press@comscore.com



 

Tags: Holiday Shopping, Retail