Women Lead Online Group Buying, Flash Sales

Published on August 05, 2010 | Comments: 0
Women make up the bulk of the audience on group buying and flash sales sites, according to comScore.

Women Drive Exponential Group Buying Growth

Visits by Group Buying Site
In the U.S., visiting group-buying sites such as Groupon.com and LivingSocial.com is growing exponentially, and women are driving the growth: females make up 62% and 67% of Groupon.com and LivingSocial.com’s U.S. audiences, respectively. "Women on the Web: How Women are Shaping the Internet" indicates the audience for both of these sites increased dramatically between April 2009 and April 2010. Both started with virtually no unique monthly visitors, and a year later Groupon.com had about 3 million visitors and LivingSocial.com had about 3.5 million visitors.

Flash Sales Sites Draw Women

comScore has identified the newest trend in discount luxury retail as limited-time, members-only sample sales, also called "flash sales." Attracted by a varied mix of offerings and price points, the number of visitors to these sites is increasing exponentially, as well, and as with group-buying sites, more than two-thirds of visitors are women. Looking at four leading flash sales sites, Hautelook.com has the highest percentage of females in its audience (73%), followed by Ruelala.com (70%), Gilt.com (67%) and Ideeli.com (66%). Between January 2009 and April 2010, traffic at these four sites underwent some differing patterns. While all started with between roughly 200,000 and 250,000 monthly unique visitors, by April 2010 Ideeli.com was reporting about 1 million monthly visitors and Hautelook.com was reporting about 800,000 monthly visitors. Meanwhile, both Ruelala.com and Gilt.com were reporting virtually flat visitor results. Interestingly, Ideeli.com and Hautelook.com underwent major unique visitor spikes prior to April 2010. Ideeli.com peaked at about 2 million unique visitors in February 2010, while Hautelook.com peaked at about 1.2 million unique visitors in June 2009.

Women Drive Online Retailing

Women and men visit online retail sites at a similar rate to men, according to other results from "Women on the Web: How Women are Shaping the Internet." However, women spend significantly more time during these visits than men. Overall, women spend about 20% more time than men visiting online retail sites. In the U.S., women are more avid online buyers than men. For example, 12.5% of women internet users made an online purchase in February 2010, compared to 9.3% of men. Women’s contribution to e-commerce is greater in terms of buyers, transactions and dollars. In February 2010, for example, they accounted for 49.8% of the U.S. online population, but made up 57.9% of all non-travel buyers, made 61.1% of online purchases and accounted for 58.2% of online dollars.

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