comScore Releases Review of Holiday Retail Traffic Trends in U.K., France and Germany
LONDON, U.K., DECEMBER 5, 2008 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released the first in a series of reports examining visitation to online retail sites in the U.K., France and Germany during the Christmas shopping period. The study monitored the total number of visitors to online retail sites during November and compared average weekly visitor data to a pre-season base period of September and October. The study also examined traffic to the leading online retail sites in each market, comparing current weekly visitation data against the corresponding weeks of last year’s shopping season.
Online Retail Visitation Picks Up in November
In both the U.K. and Germany, the Christmas shopping season appears to be well underway, with visitation to online retail sites up 10 percent and 11 percent respectively in November compared to the base period average. Christmas shopping in France traditionally begins a bit later in the year and the 2008 season is no exception, with French retail site visitor growth up just 6 percent through the final week of November.
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Christmas Online Shopping Uptake*
% Growth in Total Visitors to Online Retail Sites in November 2008
vs. Weekly Base Period Average**
U.K., France & Germany
Source: comScore, 2008***
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Base Period Average (Sept 1 – Nov 2) U.K. France Germany
Week 1 (Nov 3 – Nov 9) 13% 8% 10%
Week 2 (Nov 10 – Nov 16) 13% 5% 10%
Week 3 (Nov 17 – Nov 23) 10% 6% 15%
Week 4 (Nov 24 – Nov 30) 3% 6% 10%
November Average 10% 6% 11%
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*% change represents the change in the number of visitors to online retail sites compared to the pre-Christmas season base period average.
**Derived from the average weekly visitors to a pre-determined sample of leading online retail sites for the period Nov 3 – Nov 30.
*** Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs.
Although the onset of the Christmas shopping season in November sparked increased online retail visitation when compared to September and October, the year-over-year trends tell a different story. Most top retail sites have experienced declines in visitors versus year ago, providing some perspective on the severity of this year’s economic conditions.
Top 5 U.K. Retail Properties
While there was 10 percent growth in traffic to U.K. retail sites in the first four weeks of November compared to the base period, visitation to online retail sites is down 10 percent compared to the same period last year, with traffic losses for each of the big 5 online retailers. The most popular property was online auction site-eBay, followed by Amazon Sites and Apple Inc.
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Growth Rates for Top 5 Retail Sites in the U.K.
Ranked by Average Weekly U.K. Visitors (000)*
during First Four Shopping Weeks of Christmas Holiday Season**
Source: comScore, 2008
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U.K. % Change in % Change in
Average Weekly Average Weekly
Visitors Versus Visitors Versus
2008 Base Period Corresponding
Weeks Last Year
Retail 10% -10%
eBay 9% -20%
Amazon Sites 28% -21%
Apple Inc. 8% -8%
Home Retail Group 49% -16%
Tesco Stores 21% -28%
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*Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs.
**Derived from the average weekly visitors to a pre-determined sample of leading online retail sites for the period Nov 3 – Nov 30.
Top 5 French Retail Properties
In France, visitation to online retail sites declined at the comparatively slower rate of 2 percent versus a year ago, with some of the more popular destinations showing positive growth, including Apple Inc. (up 7 percent versus last year), and Otto Gruppe (up 2 percent versus last year). The most visited property was eBay, which increased total visitors by 9 percent in November compared to the base period, followed by two French properties, Groupe PPR (up 21 percent on the base period) and Priceminister.com (up 26 percent).
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Growth Rates for Top 5 Retail Sites in France
Ranked by Average Weekly French Visitors (000)*
during First Four Shopping Weeks of Christmas Holiday Season**
Source: comScore, 2008
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France % Change in % Change in
Average Weekly Average Weekly
Visitors Versus Visitors Versus
2008 Base Period Corresponding
Weeks Last Year
Retail 6% -2%
eBay 9% -3%
Groupe PPR 21% -6%
Groupe PriceMinister 26% N/A
Apple Inc. 9% 7%
Otto Gruppe 4% 2%
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*Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs.
**Derived from the average weekly visitors to a pre-determined sample of leading online retail sites for the period Nov 3 – Nov 30.
Top 5 German Retail Properties
In Germany, visitation to online retail sites was down 7 percent versus a year ago, despite the highest uptick in visitors during the November shopping period (11 percent) of any of the three European markets studied. The most visited retail site in Germany, eBay, saw the number of visitors climb 8 percent in November relative to the base period, while two German properties, Arcandor AG (owner of sites such as Quelle.de and Neckermann.de) and Otto Gruppe, ranked second and third, respectively. Apple Inc. defied the downwards trend versus a year ago, growing 10 percent, while also showing a 22 percent gain over the base period.
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Growth Rates for Top 5 Retail Sites in Germany
Ranked by Average Weekly German Visitors (000)*
during First Four Shopping Weeks of Christmas Holiday Season**
Source: comScore, 2008
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Germany % Change in % Change in
Average Weekly Average Weekly
Visitors Versus Visitors Versus
2008 Base Period Corresponding
Weeks Last Year
Retail 11% -7%
eBay 8% -18%
Arcandor AG 18% N/A
Otto Gruppe 28% -10%
Amazon Sites 21% -15%
Apple Inc. 22% 10%
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*Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs.
**Derived from the average weekly visitors to a pre-determined sample of leading online retail sites for the period Nov 3 – Nov 30.
“With consumer confidence low and disposable income tight, this is looking like being a tough season for retailers,” said comScore chairman, Gian Fulgoni. “However this is a notoriously resilient industry, and the retail markets appear to be showing signs of life in Europe as Christmas shopping season kicks into high gear. With the recent tax cuts announced by Gordon Brown in the U.K. and similar initiatives planned in France and Germany, it will be interesting to see if Governments and retailers can restore consumer confidence and inspire increased spending in the run-up to Christmas.”
About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/boilerplate
