25.02.2009
Many online shoppers “just looking” in January
The number of online sessions in which consumers browsed a web site - viewing at least one product page - stayed largely flat compared to December 2008, according to findings from web analytics firm Coremetrics. But the number of sessions in which consumers actually completed an order was down 21%, as fewer shoppers made the transition from browser to buyer. The report, titled “Coremetrics Benchmark January 09 Report”, found that order sessions were down in all online retail categories except Intimate Apparel and Office Supplies, which reported increases of about 5.5% and about 8%, respectively. Specialty retailers reported a 56% drop in order sessions, the largest decrease of any retail category tracked by Coremetrics, which derives the data from client retailers. The study revealed a few promising signs from online retailers. For example, compared with December 2008, the average number of items that consumers purchased per order in January 2009 rose by 23% in the online retail category as a whole. And the average dollar value of orders also increased, by 8%. The downside: comparing those same measures to January 2008 shows that the average number of items per order and their average dollar value were down 4.5% and about 5%, respectively.
Fonte: Internet Retailer
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