It’s not quite the 80/20 rule, but 18% of online shoppers account for 46% of online sales, according to a recent survey by Nielsen/NetRatings.
Nielsen/NetRatings calls the heaviest buyers MVPs-Most Valuable Shoppers-and reports that in a three-month period, they buy four or more times and spend over $185. By contrast, those spending the fewest dollars online and making the fewest purchases are 55% of online shoppers but account for only 21% of sales.
MVPs are also heavy users of comparison shopping tools as compared to other online buying segments. In addition, they have a higher household income, are more likely to be connected via broadband and are heavier Internet users in both overall time spent online and time spent on retail web sites.