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 | |||