January 17, 2002
Online Sales Up, Many Shop at Work
Jewelry sales made through internet sources were more likely made at work than at home, according a new consumer sales survey.
About 53% of jewelry and watch sales in 2001 were made using workplace PCs, says comScore Networks, a Reston, VA, research firm. Fully 60% of all online sales by dollar volume were made from PCs at work. Further, work-based purchases were generally higher-ticket items the average Web sale of any item or service was $165 from a home PC, and increased to $229 when ordered from work.
The study suggest faster connection speeds and at-work convenience contributed to the differences. It also says targeted advertising and promotion would best reach these buyers at work.
Overall Internet sales in 2001 totaled $53 billion, up about 20% over 2000, fueled largely by sales in airline and other travel sectors. Travel led the list of online sales, with 36% of spending in 2001. This is followed by computer hardware (15%); apparel and accessories, including jewelry, (10%); office supplies (8%); consumer electronics (6%) and books (4%).
by Michael Thompson