Online shoppers spent nearly 10% more online during the second quarter versus a year ago.
Allison Enright , Editor
U.S. consumers continue to shift their retail spending to the web from bricks-and-mortar stores, spend more money online and shop there more frequently, according to new comScore Inc. data that details consumer purchase behavior during the second quarter.
Digging into Q2 sales figures it released last week, comScore says 72% of online consumers made a purchase on the web during the quarter, up from 70% who did so a year ago. The 178 million consumers who made one or more web purchases during the quarter—up from 170 million a year ago—on average spent $242 on web purchases. That’s up 9.5% from $221 a year ago. Average order value crept up 5.7% to $74 from $70 a year ago. Online shoppers made an average of 3.3 web purchases during the quarter, up from 3.2 a year ago.
That shopping behavior helped online retail sales jump 15.0% in the second quarter, to more than $43.15 billion compared with $37.50 billion for the same period on 2011, according to comScore Inc. The second-quarter spending marks the eleventh consecutive quarter of positive year-over-year growth and seventh consecutive quarter of double-digit growth in online retail sales, the web measurement firm says.
Many of those shoppers frequented Amazon.com. The No. 1-ranked e-retailer in Internet Retailer’s Top 500 Guide averaged 100.4 million unique visitors each month during the quarter, up 7% from a year ago and more than double the visitors of other top e-retail sites. Apple.com sites averaged 47.5 million unique monthly visitors in the quarter, up 24% from a year ago, and Walmart.com 41.4 million, up 23% from a year earlier. Apple Inc. is No. 3 in the Guide, Walmart.com is No. 4. Netflix Inc., No. 9, averaged 27.3 million unique monthly visitors during the quarter, down 5% from a year ago, comScore says.