18% of online shoppers bring 46% of the revenues, 11% – 24% of the revenues

Nielsen//NetRatings reported 18% of online buyers accounts for 46% of total online spending. The majority of online shoppers, or 55% of the total, generally spend less than $185, make less than 3 purchases for a three-month period (Nielsen//Netratings looked at data for June, July and August 2005) and account for paltry 21% of online revenues.

Spending and purchasing behavior in June-August 2005
Total
spending
Number of
purchases
% of online
buyers
% of online
spending
$185+ 4+ 18% 46%
>$185 <3 11% 24%
<$185 <3 55% 21%
<$185 4+ 16% 9%
Source: Nielsen//NetRatings