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Apple visited by a tenth of all web users

by Scott Bicheno on 17 August 2011, 17:49

Tags: comScore, Apple (NASDAQ:AAPL)

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Market researcher comScore has released some data on the the global online retail and auction businesses and, predictably, it's dominated by Amazon and eBay.

Amazon sites received over 282 million visitors in June, which apparently accounts for 20.4 percent of the total global online audience (putting that figure at 1.38 billion). Meanwhile eBay got 16.2 percent of all surfers and China's Alibaba group got 11.3 percent.

Coming in at a remarkable fourth in the world, with almost ten percent of all people who accessed the Internet in June, was Apple. Yes, we know Apple is on the verge of becoming the biggest company in the world by market cap (Exxon Mobil was still $7 billion ahead last time we checked), but the fourth largest e-tailer?

This is further evidence of how Apple makes such stupendous profits. At a time when even the champion of the direct model - Dell - has long given up relying solely on that method, Apple is doing a huge amount of direct business. The Mac channel is virtually non-existent, and Apple would probably cut out the mobile operators if it could.

"While retail e-commerce has already grown to become a $150+ billion annual industry in the U.S., it still presents enormous upside opportunity across much of the globe," said Gian Fulgoni, comScore co-founder. "Technology has changed the way consumers behave, and increasingly they are opting for the convenience and pricing advantages offered by the online channel."

 

Select Retail and Auction Sites Ranked by Unique Visitors (000)
June 2011
Total Worldwide Audience, Visitors Age 15+ - Home/Work Locations
Source: comScore Media Metrix

 

Total Unique Visitors (000)

% Reach

Total Internet : Total Audience

1,383,098

100.0%

Amazon Sites

282,233

20.4%

eBay

223,520

16.2%

Alibaba.com Corporation

156,780

11.3%

Apple.com Worldwide Sites

134,296

9.7%

Rakuten Inc

57,785

4.2%

Wal-Mart

44,650

3.2%

Hewlett Packard

38,491

2.8%

MercadoLibre

33,481

2.4%

Otto Gruppe

31,779

2.3%

Groupe PPR

31,686

2.3%

*Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs.

 

When you break down the figures by region you can see that Apple accounts for almost a third of all surfers in North America and 30 percent in Europe. Even in Asia, where Alibaba and Japanese Rakuten dominate e-tail, Apple manages a quarter of the online population. Having said that, HP isn't doing too bad either.

 

Regional Audience Composition Analysis of Select Retail and Auction Sites
June 2011
Total Worldwide Audience, Visitors Age 15+ - Home/Work Locations
Source: comScore Media Metrix

 

Percent Composition of Unique Visitors

 

North America

Europe

Asia Pacific

Middle East - Africa

Latin America

Total Internet

14.9%

26.7%

41.1%

8.7%

8.6%

Amazon Sites

35.4%

31.8%

24.1%

4.5%

4.2%

eBay

34.6%

46.9%

11.7%

4.0%

2.8%

Alibaba.com Corporation

4.5%

5.3%

85.7%

2.5%

1.9%

Apple.com Worldwide Sites

32.0%

29.6%

24.9%

8.0%

5.6%

Rakuten Inc

5.3%

19.8%

72.7%

1.5%

0.7%

Wal-Mart

83.4%

8.9%

0.7%

0.5%

6.4%

Hewlett Packard

45.1%

26.4%

14.3%

6.7%

7.5%

MercadoLibre

1.7%

4.5%

0.4%

0.2%

93.3%

Otto Gruppe

4.3%

92.3%

1.0%

2.1%

0.2%

Groupe PPR

16.1%

74.4%

2.2%

4.7%

2.6%

*Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs.

 



HEXUS Forums :: 7 Comments

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Wait a second what!!!!

A third of people in their primary target market visit amazon?!

Jinkies.
Since when does unique IP addresses mean customers? I've visited the store a few times to have a giggle at the prices but never purchased anything. And I imagine a good majority of the visits to the site won't result in a purchase, especially if people aren't prepared for the prices!
It's no surprise that the worlds best company is visited by a huge amount of people. Apple are printing money. :)
NVM.Just re-read the article.
Mde
It's no surprise that the worlds best company is visited by a huge amount of people. Apple are printing money. :)
Wow - you're a big fan of Amazon. :o

And yes, Apple aren't exactly down to their last billion …

Nice to see that HP are in there - presumably this was visits to the e-commerce side, not to download drivers for whatever device you already own.