December 13, 2005, 12:00 AM

Target.com`s shoppers are more adventurous online than Walmart.com`s

52% of Target.com shoppers made an online purchase during the past year, compared with only 35% of Walmart.com shoppers, says a study from Scarborough Research.

Kurt Peters

Executive Editor

 

In a head-to-head comparison of online shoppers who visit Target.com and Walmart.com, Target.com shoppers spend more per visit and return more frequently, says market research firm Scarborough Research.

In a new study, Scarborough found that 52% of Target.com shoppers made an online purchase during the past year, compared with only 35% of Walmart.com shoppers. About 45% of Target‘s online shoppers also spent more than $100 on Target.com in the last year versus slightly more than 35% of Walmart.com customers.

Scarborough found that shoppers at Walmart.com, No. 12 in the Internet Retailer Top 400 Guide to Retail Web Sites, are either average or slightly below average for making purchases in several key shopping categories, while the opposite is true for customers of Target.com, No. 13 in the Internet Retailer Top 400 Guide to Retail Web Sites. For example, Target.com shoppers are 25% more likely than all consumers to have made an online purchase in the clothing and accessories category during the past year, while Walmart.com shoppers are 6% less likely to have done so, Scarborough says.

"Demographics play a part in the higher Internet shopping among Target customers, since affluent consumers are more likely to be shopping online," says Karla Eyerly, manager, advertising marketer services, Scarborough Research. "Our data show that Internet shopping is more prevalent in larger local markets, so Wal-Mart`s heavy small market concentration certainly plays into the equation. However, their recent push toward attracting a more upscale consumer could change this equation and help Wal-Mart attract more online shoppers in the future."

Scarborough analyzed the online purchasing patterns of shoppers in 75 regional markets for its study.

 

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