LONDON, July 23 --
- More Than 1/3 of Total Online Retail Transactions Occur in the Workplace
- 8 in 10 U.K. Internet Users Now Access Online Retail Sites
comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world, today
released the results of a study of U.K. online retail activity, based on data
from the comScore World Metrix audience measurement service. The report found
that 35 percent of spending at online retail sites in the U.K. occurred from
work locations, based on a five month average ending May 2009.
Online Shoppers Browsing at Home, Buying at Work
In the U.K., 29.1 million people age 15 and over visited an online retail site
from a home or work location in May 2009, representing 79 percent of the total
U.K. online population. Approximately three quarters of the total visits, time
spent, and pages viewed in the online retail category were made from home
locations, with the remaining quarter occurring at work computers.
Interestingly, visitors from work computers were slightly more likely to
purchase goods online than those accessing retail sites from home computers.
While representing only 25 percent of total visits to the online retail
category, workplace visitors accounted for 36 percent of online retail
transactions and 35 percent of money spent at online retail sites, based on a
five-month average ending May 2009.
Breakdown of U.K. Online Retail Activity Home vs. Work 5 Month Avg. Ending May
2009 Total U.K., Age 15+ - Home Work Locations* Source: comScore World Metrix
----------------------------- Location Home Work -------- ---- ---- Total Visits
74% 26% Total Time Spent 74% 26% Total Pages Viewed 75% 25% Total E-Commerce
Transactions 64% 36% Total E-Commerce Spending** 65% 35% * Excludes traffic from
public computers such as Internet cafes or access from mobile phones or PDAs. **
Based on a representative sample of more than 100 e-commerce web sites
Although online shoppers visit retail sites about three times more frequently
at home than they do at work, they only spend twice as much at home, said Mike
Read, SVP and managing director, comScore Europe. That online shoppers are
relatively more likely to make a purchase at work is not entirely surprising. In
fact, we often see that people have very different browsing patterns between the
two locations, having a tendency to be task-oriented and transaction-minded at
work and more leisurely when browsing at home. By understanding such
differences, online retailers can better optimize their online marketing and
advertising strategies to reach consumers when they are closer to the point of
Amazon is U.K.’s Most Visited Online Retail Destination from Home and
Amazon Sites was the most visited retail property in the U.K., receiving a
total of 49.4 million visits in May 2009. Apple.com Worldwide Sites ranked
second with 27 million visits, followed by Home Retail Group (16.1 million
visits) and Tesco Stores (13.1 million visits). Apple.com, the U.K.’s
second most visited online retail site, drew only 13 percent of its total visits
from work locations, while NEXT Group attracted 35 percent of total visits from
work locations, a higher proportion than any other top 10 retailer.
Top 10 Retailers by Total U.K. Visits (000)* May 2009 Total U.K., Age 15+ -
Home Work Locations Source: comScore World Metrix -----------------------------
% of Total % of Total Total Visits From Visits From Visits Home Work Retail
Property (000) Locations Locations --------------- ------- ------------
------------ Total U.K. Internet Audience 2,051,590 72% 28% Retail 297,157 74%
26% Amazon Sites 49,434 75% 25% Apple.com Worldwide Sites 27,002 87% 13% Home
Retail Group 16,064 73% 27% Tesco Stores 13,148 68% 32% Shop Direct Group 10,029
77% 23% Play.com Sites 9,782 70% 30% NEXT Group 5,473 65% 35% Shopping.com Sites
5,242 79% 21% The Carphone Warehouse Group 5,175 73% 27% Arcadia Group Limited
5,053 78% 22% * Excludes traffic from public computers such as Internet cafes or
access from mobile phones or PDAs.
comScore, Inc. (Nasdaq: SCOR) is a global leader in measuring the digital world
and preferred source of digital marketing intelligence. For more information,
please visit www.comscore.com/companyinfo.
Follow us on Twitter http://twitter.com/comScore http://twitter.com/gfulgoni
SOURCE: comScore, Inc.
Jamie Gavin of comScore, Inc., +44-(0)207-099-1775, firstname.lastname@example.org.