Concert tickets are highest converters
Sites selling tickets for concerts and festivals are currently seeing the highest conversion rates from people researching purchases online to actually buying online, according to research by the European Interactive Advertising Association (EIAA). It is mobile phones though which are seeing the highest growth rate in conversions since the market was measured in 2005.
The EIAA Mediascope Europe 2006 study, managed by SPA and conducted by Synovate, explored the trends and spending patterns of Europe’s online shoppers. The research highlights the product categories with the fastest growing conversion rates, showing those sectors where consumer confidence in online shopping is rising most quickly. The study found that mobile phones have seen the biggest growth in conversion rates year-on-year (+23%), followed by music downloads (+16%), car accessories (+15%) and home furnishings (+14%).
The research reveals that concert/festival tickets are currently seeing the greatest sales success with three quarters (75%) of those researching online going on to purchase online, while travel tickets (72%), books (71%) and clothes (70%) are also enjoying high conversion rates. The full sector list with conversion rates for 2006 (and year-on-year growth) is as follows:
Mobile Phones 38% (+23%)
Music Downloads 52% (+16%)
Car Accessories 47% (+15%)
Home Furnishings 40% (+14%)
Holidays 54% (+13%)
Concert/Festival tickets 75% (+12%)
Food/Grocery Shopping 58% (+12%)
Computer Games 55% (+10%)
Insurance 50% (+9%)
Car Hire 61% (+9%)
Overall, the study found that 78% of European internet users shop online, spending an average of €750 and buying ten items online over just six months (an increase of 11% year-on-year). UK and Scandinavian online shoppers are buying the most goods online, whilst Germany’s bargain-hunters secured a high number of purchases at much less cost. Shoppers in the UK bought an average of 18 items at a cost of €1201.
from:InternetRetailing.net
January 23rd 2007
