Retailers shift their ad spending from TV, radio and print ads to digital ads.
Department stores, health and beauty, and jewelry each make big gains.
Online spending increased 12% in December compared with the same month in 2009, according to Coremetrics, a web analytics unit of IBM. The spending report is the latest to show healthy gains over the 2010 holiday shopping season.
The data come from 500 U.S. retailers. Coremetrics did not release overall spending figures, but the IBM division said online shoppers last month spent an average of $190.42, up 11.3% from $171.06 in December 2009.
“Retailers did a tremendous job of enticing consumers to shop online with a variety of special promotions, guaranteed delivery dates, free or deeply discounted shipping, and up-to-date inventory information," says John Squire, chief strategy officer, IBM Coremetrics. "Consumers have come to value the ease and convenience of shopping whenever and wherever they please, and are increasingly turning to online sites to research and purchase a variety of products."
By retail sector, department stores and health and beauty retailers enjoyed the largest e-commerce spending gains, about 23% each. And echoing other estimates, the report from Coremetrics shows an increase in online spending for jewelry retailers in December, with consumers spending 18.5% more than during the same month in 2009.
The Coremetrics report also provides more evidence that consumers continue to shift toward shopping with mobile devices. 5.6% of e-commerce site visits in December originated from mobile devices, up 19% from November; Coremetrics did not provide year-over-year data. 5.5% of online retail sales last month came from mobile devices, up 7% from November 2010.