Q1 - SenseMakers

State of the U.S. Online Retail
Economy in Q1 2013
May 2013
Gian Fulgoni, Chairman, comScore, Inc.
Andrew Lipsman, VP Marketing & Insights, comScore, Inc.
Note: A copy of this presentation will
Ian Essling, Sr. Research Manager, comScore, Inc.
© comScore, Inc.
Proprietary.
be sent to all attendees within three
business days of today’s webinar
Data sourced from comScore’s global panel of 2 million Internet users
via behavioral tracking and custom surveys
2 million Person Panel
Analysis Parameters
360° View of Consumer Behavior
 E-Commerce data includes all worldwide buying on
U.S. sites. Unless explicitly stated otherwise, the
term e-Commerce refers to online retail spending,
as measured by comScore, which excludes travel,
autos and auctions
 Behavioral activity through March 2013
 Survey conducted week of April 29, 2013 (n=3196)
 Unless otherwise noted, “mobile” refers to
“smartphone + tablet.” Mobile platforms include
iPhone, Android Phone, iPad
Consumer Measurements:





© comScore, Inc.
Proprietary.
Online Buying
Attitudes and Sentiment
Retailer and Category Trends
Drivers of Online Buying
Mobile Commerce
2
Topics for Today
 Review of Key Macroeconomic Trends
 Consumer Perceptions of the Economy
 Retailer & Product Category Overview
 Retail-Powered Digital Advertising
 Price Sensitivity: Taxes & Shipping
 Multi-Platform Commerce
 Key Takeaways
 Q&A
© comScore, Inc.
Proprietary.
3
Validation of comScore sales data:
Comparison of comScore data to U.S. Department of Commerce
Quarterly U.S. e-Commerce Growth* vs. YA
Source: comScore & U.S. Department of Commerce (DOC)
Dept. of Commerce (DOC)
comScore Estimate of DOC
50%
40%
Correlation: 0.92
% Growth vs. YA
30%
20%
10%
0%
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
'05 '05 '05 '05 '06 '06 '06 '06 '07 '07 '07 '07 '08 '08 '08 '08 '09 '09 '09 '09 '10 '10 '10 '10 '11 '11 '11 '11 '12 '12 '12 '12
-10%
-20%
*Note: To be consistent with DOC, comScore estimate excludes travel and event
tickets but includes auction fees and autos.
© comScore, Inc.
Proprietary.
4
State of the Economy
A Review of Key Macroeconomic Trends
© comScore, Inc.
Proprietary.
e-Commerce spending is up +11% versus Q1 2012, including a +13%
gain for Retail and +8% for Travel
Desktop Retail e-Commerce Dollar Sales ($ Billions)
Source: comScore e-Commerce Measurement
+13%
+12%
+9%
+7%
Retail
Travel
+19%
Billions ($)
+22%
+26%
+29%
$72
$30
$51
$40
$77
$69
$61
$200
$171
$143
$117
$93
+12%
$214
$209
$84
$80
+9%
-5%
$228
$82
$102
$123
$42
$53
+26%
+26%
+24%
+24%
+20%
2002
2003
2004
2005
2006
2007
© comScore, Inc.
$103
$94
$85
+9%
+11%
+6%
+11%
+20%
+33%
$256
+13%
+28%
$67
-2%
+17%
$289
Proprietary.
$130
+6%
2008
$130
0%
2009
$142
$162
$186
$78
$28
+8%
$50
+10%
2010
+14%
2011
+15%
+13%
2012
2013
(Q1)
6
The channel shift continues: in Q1, e-commerce grew by +13%, while
corresponding total discretionary spending grew by just 1%
Quarterly Desktop e-Commerce Sales Growth vs. YA
Source: comScore e-Commerce Measurement
23%
23%
17%
19%
13%
10%
11%
-3% 0%
3%
-1% -2%
14%
11% 12% 14%
9%
17%
13%
15% 15%
13%
9%
14%
6%
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1
2007 2007 2007 2007 2008 2008 2008 2008 2009 2009 2009 2009 2010 2010 2010 2010 2011 2011 2011 2011 2012 2012 2012 2012 2013
Quarterly Retail & Food Services Sales Growth* vs. YA
Source: U.S. Department of Commerce (DOC)
4%
4% 3%
5%
4%
2%
8%
7%
6%
1%
*Note: The U.S. Department of Commerce calculation includes
total retail and food service sales, which also includes motor
vehicles and parts dealers.
8%
4%
2%
3%
3%
2%
7%
7% 7%
5%
5%
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1
2007 2007 2007 2007 2008 2008 2008 2008 2009 2009 2009 2009 2010 2010 2010 2010 2011 2011 2011 2011 2012 2012 2012 2012 2013
-8%
-7%
-10% -9%
Payroll tax impact?
Quarterly Retail & Food Services Sales Growth vs. YA
(excluding autos, gas and food/beverage)
3%
3% 3%
2%
2%
1%
4%
5%
6%
7%
6%
4%
4%
6%
3%
2%
2%
2%
1%
-5%
Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1
0% 2010 2010 2010 2010 2011 2011 2011 2011 2012 2012 2012 2012 2013
2007 2007 2007 2008 2008 2008 2008 2009 2009 2009 2009
-5%
-6%
© comScore, Inc.
-6%
Proprietary.
7
Nearly 11% of all discretionary dollars were spent online in Q1, the
highest share observed to date
Desktop e-Commerce Share of Corresponding Consumer Spending*
Source: comScore for e-Commerce & U.S. Department of Commerce (DOC) for Retail
12.0%
10.6%
10.0%
9.4%
10.0%
8.0%
7.4% 7.3%
7.7%
7.6%7.7%
8.1%
8.7%
7.7% 7.6%
5.9%
6.0%
4.3%
4.0%
6.3%
5.9%
5.1%
4.6%
4.3%
4.0%
3.7%
5.3%
5.3%
5.0%
4.5%
8.7%
8.0%
6.4% 6.7%
6.8%
6.5%6.6%
6.9% 7.1% 7.1%
e-Commerce share peaks in
colder seasons (Q4 & Q1)
2.0%
© comScore, Inc.
Proprietary.
Q1-13
Q4-12
Q3-12
Q2-12
Q1-12
Q4-11
Q3-11
Q2-11
Q1-11
Q4-10
Q3-10
Q2-10
Q1-10
Q4-09
Q3-09
Q2-09
Q1-09
Q4-08
Q3-08
Q2-08
Q1-08
Q4-07
Q3-07
Q2-07
Q1-07
Q4-06
Q3-06
Q2-06
Q1-06
Q4-05
Q3-05
Q2-05
Q1-05
Q4-04
Q3-04
Q2-04
0.0%
Q1-04
e-Commerce Share
8.6% 8.9%
*Note: e-Commerce share is shown as a percent of DOC’s Total Retail Sales
excluding Food Service & Drinking, Food & Bev. Stores, Motor Vehicles & Parts,
Gasoline Stations and Health & Personal Care Stores.
8
Consumer Perceptions of the Economy
© comScore, Inc.
Proprietary.
Four in ten consumers currently view the economy as ‘poor,’ a slight
improvement over last quarter and lowest level since January 2009
Q. How would you rate economic conditions today?
Source: comScore Surveys
Percent of Consumers Who View The Economy as Poor
77%
68%
66%
61%
61%
59%
62%
61%
59%
52%
60%
60%
54%
56%
49%
48%
42%
40%
Jan-09 Apr-09 Jul-09 Oct-09 Jan-10 Apr-10 Jul-10 Oct-10 Jan-11 Apr-11 Jul-11 Oct-11 Jan-12 Apr-12 Jul-12 Oct-12 Jan-13 Apr-13
© comScore, Inc.
Proprietary.
10
Consumer concerns have remained relatively stable over the past 12
months, with prices being the top concern, followed by
unemployment, financial markets and home values
Percent of Respondents Citing Their One Most Important Issue
Q. Based on your current situation, which one of the following economic conditions most concerns you?
Source: comScore Surveys
54%
50%
48%
46%
42%
42%
Unemployment /
Job Security
40%
Rising
Prices
32% 32%
44%
45%
43%
37%
42%
37%
36%
28%
29%
Real Estate / Home 15%
13%13%
Values
8%
Apr-09
8%
Jul-09
8% 9%
9%
10% 8%
Oct-09 Jan-10 Apr-10
© comScore, Inc.
10%
Proprietary.
Jul-10
9%
37%
33%
31%
29%
13%
7%
34%
31%
33%
30%
45%
45%
38%
33%
Financial
Markets
47%
44%
27%
26%
12% 12%
11%
7%
7%
7%
Oct-10 Jan-11 Apr-11
8%
Jul-11
9%
10% 11%
10% 11%
Oct-11 Jan-12 Apr-12
10%
10%
10%
8%
8%
7%
Jul-12
10%
7%
Oct-12 Jan-13 Apr-13
11
Seven in 10 Americans are changing spending behavior in response to
changes in the payroll tax laws
As a result of the new "Fiscal Cliff" federal tax laws, is your household doing any of
the following to cope?
Among the 73% of households which are
changing behavior…
73%
Spending less overall
46%
Watching for sales more often
36%
Using coupons more often
27%
“My household is not doing anything
to cope financially with the new
‘Fiscal Cliff’ federal tax laws”
32%
Comparison shopping more often
25%
Buying more generic/store brand
items
24%
Saving less overall
20%
Source: NRF’s 2013 Tax Returns Survey, N = 5815, 2/5 - 2/13/13
© comScore, Inc.
Proprietary.
As a result of the new "Fiscal Cliff" federal tax laws, is your household doing any of the following to cope financially?
(Check all that apply)
12
Retailer and Product Category Overview
© comScore, Inc.
Proprietary.
Retail e-commerce growth driven by combination of
more buyers spending more on average
Key Desktop e-Commerce Buyer and Transaction Measures
Q1 2013 vs. YA
Source: comScore e-Commerce Measurement
Metric
Q1 2012
Q1 2013
% change
Dollar Sales ($ Billions)
$44.3
$50.2
+13%
Dollars per Buyer
$254
$275
+8%
Buyers (Millions)
174
183
+5%
Average Order Value
$69
$71
+3%
Transactions (Millions)
638
703
+10%
Transactions per Buyer
3.66
3.85
+5%
Buyer Penetration (Total Internet)
70%
70%
+0%
© comScore, Inc.
Proprietary.
14
Five retail categories showed growth of 20%+ versus a year ago
Q1 2013 Desktop e-Commerce Sales Growth vs. YA by Retail Category
Source: comScore e-Commerce Measurement
Q1 2013 Growth
vs. YA
Product Category
Mobile phones and plans
+34%
Digital Content & Subscriptions
Very Strong
Apparel & Accessories
Very Strong
Audio/video equipment (e.g. TVs)
Sport & Fitness
Very Strong
+13%
Consumer Electronics (x PC Peripherals)
Very Strong
Consumer Packaged Goods
Very Strong
Flowers, Greetings & Misc. Gifts
Very Strong
Portable devices (e.g. tablets)
Home & Garden
Very Strong
+25%
Jewelry & Watches
Strong
Furniture, Appliances & Equipment
Moderate
Office Supplies
Moderate
Desktop computers
Event Tickets
Low
-16%
Computers/Peripherals/PDAs
Low
Video Games, Consoles & Accessories
Low
Books & Magazines
No growth
© comScore, Inc.
Proprietary.
Growth rate definitions:
Very Strong: +15% or higher
Strong: +10-14%
Moderate: +5%-9%
Low: +1%-4%
15
Commerce-Powered Digital Advertising
Retailers as Advertising Platforms
© comScore, Inc.
Proprietary.
Dynamics are changing, with commerce fueling advertising in tight
feedback loop
“Commerce has become marketing and
marketing has become commerce.”
Advertising
© comScore, Inc.
Rishad Tobaccowala
Chief Strategy & Innovation Officer
Vivaki
Commerce
Proprietary.
17
Purchase-based targeting drives higher lifts in in-store sales than
campaigns that don’t leverage this type of targeting
Median Offline Sales Lift in 3-Months from Digital Advertising for CPG Brands
Among Consumers Receiving Ads
Source: comScore AdEffx Offline Sales Lift, Norms for CPG, Mar-2011
+38%
+21%
No Targeting
© comScore, Inc.
Proprietary.
With Purchase-Based
Targeting
18
When including mobile, leading retailers boast audiences on par with
some of the larger publishers
Top 15 Digital Media Properties by Audience (000)
Source: comScore Media Metrix Multi-Platform, U.S., March 2013
0
Google Sites
Yahoo! Sites
Facebook
Microsoft Sites
Amazon Sites
AOL, Inc.
Glam Media
Apple Inc.
Wikimedia Sites
CBS Interactive
Turner Digital
Demand Media
eBay
Comcast NBCUniversal
About
100,000
150,000
200,000
250,000
237M
223M
187M
180M
164M
139M
131M
123M
117M
110M
106M
99M
92M
90M
89M
Desktop Only
© comScore, Inc.
50,000
Proprietary.
Desktop + Mobile
Mobile Only
19
Amazon has become a major player as an advertising platform, offering
ad delivery based on a wealth of browsing and buying data
Amazon Display Ad Impressions (in Billions)
Source: comScore Ad Metrix, US
4.0
3.5
+40% Y/Y
3.0
2.5
2.0
1.5
1.0
0.5
0.0
© comScore, Inc.
Proprietary.
20
Major advertisers have taken notice of Amazon’s valuable targeting
advantage to drive in-store – not online – purchase behavior
Top Q1 2013 Advertisers on Amazon by Display Ad Impressions (000)
Source: comScore Ad Metrix, U.S., Q1 2013
Weight Watchers
629,309
AT&T Inc.
353,137
Sprint Nextel
254,456
Procter & Gamble Co.
230,308
Amazon.com, Inc.
183,306
Citigroup Inc.
163,195
American Express
157,340
The Vanguard Group
142,299
Comcast Corporation
99,583
State Farm Group
96,316
© comScore, Inc.
Many of these
advertisers sell a large
majority of their
products offline
Proprietary.
21
Price Sensitivity: Taxes & Shipping
© comScore, Inc.
Proprietary.
Free shipping is by far the online shopping factor
consumers consider most valuable…
1.77
Free shipping
49% Chose Free Shipping as the
‘Most Valuable’ Option
2.57
Exclusive online deals
2.86
5%3%
No sales tax
Free shipping
Exclusive online deals
3.52
17%
49%
No sales tax
Fast shipping
4.28
26%
Fast shipping
In store pickup
Average rating on 1-5
importance scale (with 1
being most important)
In store pickup
© comScore, Inc.
Proprietary.
Among the services/factors listed below which can be provided by online retailers, please rate them on
a scale of 1-5, where 1 is the most important factor to you, and 5 is the least important.
23
Most consumers are aware of ‘Amazon Tax’ proposals, and 54% say
that such a tax would make them less likely to purchase items online
Have you heard anything about the various
laws or proposals that would require all
online merchants, such as Amazon, to
charge sales tax on all orders at their sites?
Q2 2012
Q1 2013
What effect, if any, would having to
pay sales tax on all online purchases
have on your online shopping?
4%
74%
42%
60%
54%**
I would be less likely to purchase items online
It would have no effect on my online shopping
Other
% aware of law/proposals
© comScore, Inc.
Proprietary.
** - no significant change versus 2012 (53%)
24
Frequent online shoppers were significantly more concerned with a
sales tax on all online purchases than less frequent shoppers
0%
20%
40%
Frequent online shopper 6% 4%15%
60%
30%
80%
100%
46%
Shops online at least once per week
Other online shoppers
8% 6%
29%
25%
31%
Shops online less than once a week
Not concerned at all
Somewhat unconcerned
© comScore, Inc.
Neither concerned nor unconcerned
Proprietary.
Somewhat concerned
Very concerned
On a scale of 1 to 5, in which 1 is “Not concerned at all” and 5 is “Very concerned,” please indicate how
concerned you are with paying sales tax on online purchases.
25
Consumers may be offsetting the incremental cost of an online sales
tax with free shipping promotions
Percentage of Retail e-Commerce Transactions with Free Shipping
Source: comScore e-Commerce Measurement
Free Shipping
Paid Shipping
39.2%
58.8%
60.8%
Transactions that involve a sales
tax are 48% more likely to have
free shipping than transactions
that do not collect a tax
41.2%
No Sales Tax
Sales Tax
© comScore, Inc.
Proprietary.
26
Multi-channel retailers account for majority of retail e-Commerce
spending but their sales are growing more slowly than pure-plays
Type of Retailer
Percent of All Retail
e-Commerce Sales
Dollar Sales Growth
Y/Y
Pure-Play
37%
17%
Multi-Channel
63%
11%
The higher growth rate of pure play retailers could be
diluted by collection of state sales taxes
© comScore, Inc.
Proprietary.
27
Multi-Platform Commerce
© comScore, Inc.
Proprietary.
Tablet ownership has risen above 60 million people,
while 137 million now own smartphones
Number of Device Owners
130 MILLION
60 MILLION
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
© comScore, Inc.
Proprietary.
29
It’s a ‘Brave New Digital World’: Multi-platform Internet usage has led
to digital media consumption nearly doubling in the past 3 years
Total U.S. Internet Usage in Minutes (Billions) by Platform:
Desktop, Smartphone and Tablet
Source: comScore Media Metrix Multi-Platform, U.S., February 2013
890
+97%
115
N/A
308
+389%
467
+20%
451
6343
388
Feb-2010
© comScore, Inc.
Feb-2013
* Note: Feb-2010 Mobile is estimated based on earliest observed comScore smartphone
engagement data calibrated by number of smartphone users at that time
Proprietary.
30
Engagement with Retail content has seen impressive growth across
all platforms, including desktop
U.S. Retail Site Usage in Minutes (MM) by Platform:
Desktop, Smartphone and Tablet
Source: comScore Media Metrix Multi-Platform, U.S., February 2013
34,872
17,136
+104%
4,966
N/A
12,914
+385%
16,992
+17%
2,660
43
14,475
Feb-2010
© comScore, Inc.
Feb-2013
* Note: Feb-2010 Mobile is estimated based on earliest observed comScore smartphone
engagement data calibrated by number of smartphone users at that time
Proprietary.
31
Engagement with Coupon sites has seen tremendous growth across
all platforms, including desktop
U.S. Coupon Site Usage in Minutes (MM) by Platform:
Desktop, Smartphone and Tablet
Source: comScore Media Metrix Multi-Platform, U.S., February 2013
4,929
+530%
683
N/A
2,962
+385%
1,284
+645%
43
782
610
172
Feb-2010
© comScore, Inc.
Feb-2013
* Note: Feb-2010 Mobile is estimated based on earliest observed comScore smartphone
engagement data calibrated by number of smartphone users at that time
Proprietary.
32
Nearly half of digital time spent on retail properties now occurs via
smartphones and tablets
Retail Category Time Spent by Platform:
Desktop, Smartphone and Tablet
Source: comScore Media Metrix Multi-Platform, U.S., March 2013
Tablet
14%
Desktop
Smartphone
34%
© comScore, Inc.
Proprietary.
52%
33
Retailers significantly extend their overall digital presence via mobile
platforms (smartphone and tablet)
Selected Leading Retailers: Total U.S. Digital Population
Unique Visitors (000) by Platform
Source: comScore Media Metrix Multi-Platform, U.S., March 2013
0
40,000
80,000
120,000
Amazon Sites
160,000
164M
eBay
92M
57M
Wal-Mart
55M
Apple.com Sites
40M
Target Corp.
27M
Best Buy Sites
The Home Depot
21M
The average Top 50 retailer extends
its desktop audience by
Etsy.com
20M
45% via mobile channels
Sears.com
20M
Lowes.com
19M
PC Only
© comScore, Inc.
Proprietary.
PC + Mobile
Mobile Only
Note: Mobile = Smartphone + Tablet
34
Multi-Platform Spotlight: eBay/PayPal
eBay & PayPal: Total U.S. Digital Population
Unique Visitors (000) by Platform
Source: comScore Media Metrix Multi-Platform, U.S., March 2013
100,000
91.7 M
90,000
80,000
Mobile Only
20,675
Desktop + Mobile
70,000
60,000
Desktop Only
22,189
50,000
40.4 M
40,000
•
•
•
•
•
•
Why eBay’s Mobile Strategy is
Working
Engaged user base
Mobile app real estate
Well-integrated platforms
Easy transactions/payments
Barcode scanning
Time sensitive component
11,303
30,000
4,483
48,794
20,000
24,572
10,000
0
eBay
PayPal
© comScore, Inc.
Proprietary.
Note: Mobile = Smartphone + Tablet
Paypal is a sub-entity of the eBay web property
35
Where multi-platform commerce matters most…
Daily Deals & Drugstores
Selected Retailers: Share of Time Spent by Platform
Source: comScore Media Metrix Multi-Platform, U.S., March 2013
100%
90%
14%
15%
7%
4%
2%
57%
62%
80%
70%
34%
60%
67%
50%
Tablet
72%
Smartphone
40%
30%
PC
52%
20%
40%
25%
10%
35%
13%
0%
Retail
Groupon LivingSocial
Walgreens
CVS
A significantly higher percentage of digital activity for Daily Deals and Drugstores
occurs via mobile channels than the Retail category as a whole
© comScore, Inc.
Proprietary.
36
Introducing comScore’s Unique m-Commerce Tracking Service
comScore m-Commerce Measurement Tracking
• Aligns with comScore’s
e-Commerce tracking
• Dollar spending data
• Smartphones & tablets
• Product category spending
• Monthly & quarterly reporting
To subscribe, please contact us at
learnmore@comscore.com
© comScore, Inc.
Proprietary.
37
At $5.9B in Q1 2013, m-Commerce accounted for 11%
of all Retail e-Commerce
Percentage of Retail e-Commerce Dollars Spent via Mobile (Smartphone & Tablet)
Source: comScore E-commerce & M-commerce Measurement
$5.9B
11% 11%
10%
9%
8%
9%
8%
6% 6%
3% 3%
2%
Q2
Q3
Q4
Q1
Q2
Q3
Q4
Q1
Q2
Q3
Q4
Q1
2010 2010 2010 2011 2011 2011 2011 2012 2012 2012 2012 2013
© comScore, Inc.
Proprietary.
38
In terms of discretionary spending, m-Commerce growth significantly
outpacing e-Commerce and blowing Bricks-and-Mortar out of the water
Q1 2013 Y/Y Retail Spending Growth by Channel
Source: Dept. of Commerce, comScore e-Commerce & m-Commerce Measurement
35%
+31%
30%
25%
20%
15%
+13%
10%
5%
+1%
0%
Total Retail
© comScore, Inc.
E-Commerce
Proprietary.
M-Commerce
39
Smartphone users are less likely to conduct purchases than tablet
users, but those who do spend more on average
Q1 2013 Buyer Penetration by Platform
Q1 2013 Spending per Buyer by Platform
Source: comScore e-Commerce & m-Commerce Measurement
Source: comScore e-Commerce & m-Commerce Measurement
80%
70%
$300
70%
$274
$250
60%
$200
50%
37%
40%
30%
$91
$100
20%
20%
$139
$150
$50
10%
0%
$-
Desktop
Smartphone
Tablet
Desktop
Smartphone
Tablet
Is higher spending propensity among smartphone buyers a
function of the showrooming effect?
© comScore, Inc.
Proprietary.
40
Certain product categories such as Event Tickets see a much higher
percentage of buying occur via mobile channels
Q1 2013 Share of Product Category Digital Commerce Spending
by Platform
Source: comScore e-Commerce & m-Commerce Measurement
60%
65%
70%
75%
80%
85%
Total Digital Commerce
90%
95%
7%
Apparel & Accessories
7%
Computers Hardware
4%
4%
3% 1%
Consumer Electronics
6%
Event Tickets
15%
Home & Garden
6%
5%
Desktop
Proprietary.
Smartphone
5%
7%
6%
Furniture, Appl & Equip
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100%
3%
Tablet
41
Key Takeaways
© comScore, Inc.
Proprietary.
Key Takeaways
• Q1 2013 e-Commerce growth was strong at 13%, though it was
slight pullback from previous quarters
•
Increase in payroll taxes beginning Jan. 1 took disposable income from consumers’ pockets, which likely
dampened discretionary spending
•
But the channel shift continued and e-Commerce reached all-time high of 10.6% of total discretionary retail
sales (11.8% including m-Commerce)
•
More variation in product category growth rates was observed, with several seeing rates of 20%+
• Consumer sentiment continues to improve, but price sensitivity still
a major driver of e-Commerce behavior
•
Lower percentage of consumers rating economy as ‘poor’ than any time in past 4 years
•
Free shipping, application of sales tax, and delivery options all likely to affect health of e-Commerce
channel as we go forward
• Mobile & Multi-Platform Commerce are ready for primetime
•
11% of all digital retail commerce now coming from mobile platforms
•
Smartphones less likely to drive purchase than tablets, but they account for more devices and greater
overall mobile spending activity
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43
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