More users spending more time online are driving e-sales

Part of the boom in online sales this year is the result of more consumers going online and spending more time there, analysts and retailers tell Internet Retailer.

The base of active online users has grown 6.5% in the last year, say the most recent numbers from researchers Nielsen/NetRatings. The at-home and at-work universe of active web users, meaning they had gone online the month the survey was conducted, is now 120.2 million out of 177.2 million, a 6.5% increase in active users since last year. A year ago, 112.8 million were active out of 173.6 million total.

Further, those active users are spending longer online and viewing more content, Nielsen/NetRatings says. This year, active users go online an average of 36 times a month for a total of 19 hours and 12 minutes and view 1,267 pages. A year ago, they were online 32 times a month for 16.5 hours and viewed 1,114 pages.

"We’re reaching the inflection point in e-commerce," says Steve Fortson, director of e-commerce for the Oriental Trading Co., which sells school supplies, stationery and novelty items by web and catalog and where web sales are up 50% this year over last. "People are getting past the first use stage and we’re getting to critical mass."

ComScore Networks Inc. says online buying grew 29% in the first half of this year vs. the first half of last year, reaching $19.8 billion. BizRate.com Inc. says it grew 45.8%, reaching $23.52 billion.