40% Worldwide Increase in Online Shoppers in Only Two Years: Nielsen [2/26/2008]

Online shopping has grown staggering 40% in the last two years, according to a 2007 Nielsen Global Online Survey. 85% of internet users have made at least one online purchase. That’s over 875 million consumers worldwide.

What Consumers Are Buying Online

Books are the most popular purchase. Just under half (41%) have purchased one in the last three months. Books are followed closely by clothing, shoes and accessories (36%). This category saw the largest increase in buying, up a full 16% from two years ago (20%).

Home entertainment technology (DVDs, videos and games) and airline ticket purchases were the next largest category (24%). Trailing only one percentage point behind was electronic equipment, purchased by 23%.

Who Buys the Most Online

While 94% of internet users in the U.S. have shopped online, they only rank eighth overall when it comes to online shopping. South Korea, at 99% is first, followed by a three-way tie between shoppers in Germany, Japan and the UK (97%).

Looking to Expand Online

If companies are wondering where to expand their internet marketing though, they may want to look to up-and-coming economies like Egypt, Brazil, Vietnam and China. These countries had the most rabid book buyers which, as mentioned above, is the number one product purchased online.

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