Comscore Reports U.S. E-Commerce Spending in Q4 2009 Reached $39 Billion, Up 3 Percent vs. Year Ago

Q4 Offers Return to Positive Growth Following Four Consecutive Quarters of Year-Over-Year Declines

RESTON, VA, February 9, 2010 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released its Q4 2009 U.S. retail e-commerce sales estimates, which showed that online retail spending reached $39 billion, up 3 percent versus year ago. Total retail e-commerce spending reached $129.8 billion for the full year 2009, marginally below the previous year’s total of $130.1 billion.

Retail E-Commerce (Non-Travel) Growth Rates
Excludes Auctions, Autos and Large Corporate Purchases
Total U.S. – Home/Work/University Locations
Source: Comscore, Inc.


E-Commerce Spending ($ Millions)

Y/Y Percent Change

Q1 2007



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Q4 2007



Q1 2008



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Q1 2009



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Q4 2009



“The fourth quarter, with 3 percent year-over-year growth, helped end what has been a disappointing year for online consumer spending on a more positive note,” said Comscore chairman Gian Fulgoni. “As we head into 2010, there is reason for guarded optimism for online retail spending to continue to gain share of consumers’ wallets. At the same time, I expect absolute growth to be stymied by continued high unemployment and the deleveraging that is occurring in the economy as consumers exercise their new-found propensity to save.”

Other highlights from Q4 e-commerce include:

  • Spending growth was driven by an increase in online buyers, while average spending per buyer saw modest declines.
  • Tuesday, December 15 ranked as the heaviest U.S. online spending day in history at $913 million.
  • The largest online retailers, led by Amazon and Walmart, gained market share of e-commerce sales versus small and medium-sized retailers.
  • Free shipping factored into more than 40 percent of e-commerce transactions during the holiday season.

Webinar Series: State of the U.S. Online Retail Economy through Q4 2009

The webinar presentation will include an overview of changes in consumers’ online spending patterns through Q4 2009, survey findings that highlight consumer sentiments regarding the economy, as well as an analysis of spending patterns across key product categories, retailer sectors and consumer demographic segments.

To register for the webinar, please visit:

About Comscore
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Bill Daddi
Daddi Brand Communications