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E-Retail saw exceptionally strong growth in 2004 - over six times the level of overall retail spending growth. This was driven by ever higher numbers of shoppers as well as higher average spend, with one in four consumers now shopping online. Furthermore, retailers who have invested online are at last beginning to reap rewards, with Tesco, Next, Amazon and Argos all beginning to create meaningful profits from their online operations.

Table of Contents
KEY FINDINGS............................................................................................................. 1
MAIN CONCLUSIONS.................................................................................................. 2
MARKET ANALYSIS.................................................................................................... 4
MARKET DEFINITION......................................................................................................... 4
ONLINE SHOPPER POPULATION ......................................................................................... 5
EXPENDITURE PER HEAD .................................................................................................. 6
SPEND BY AGE AND GENDER ............................................................................................ 7
SHOPPING FREQUENCY .................................................................................................... 8
TRANSACTION SIZE .......................................................................................................... 9
EXPENDITURE BY MARKET .............................................................................................. 10
MARKET DATA ANALYSIS....................................................................................... 11
KEY DRIVERS OF DEMAND .............................................................................................. 11
BETTER INTERNET ACCESS ............................................................................................. 12
RETAILER INITIATIVES ..................................................................................................... 16
NON-TRANSACTIONAL SITES............................................................................................ 18
FORECAST & OUTLOOK.......................................................................................... 20
SPENDING FORECASTS................................................................................................... 20
IMPACT OF TECHNOLOGY ................................................................................................ 21
SHOPPER POPULATION................................................................................................... 22
SPENDING PER HEAD...................................................................................................... 23
SPENDING FORECAST..................................................................................................... 24
CONSUMER ANALYSIS............................................................................................. 28
SUMMARY...................................................................................................................... 28
INTERNET SHOPPER PROFILE BY AGE............................................................................... 30
INTERNET SHOPPER PROFILE BY GENDER ........................................................................ 35
INTERNET SHOPPER PROFILE BY INCOME.......................................................................... 38
FREQUENT SHOPPERS.................................................................................................... 39
NON-BUYERS ................................................................................................................. 41
INTERNET SHOPPING BEHAVIOUR..................................................................................... 43
ATTITUDES TO SHOPPING ONLINE .................................................................................... 47
ATTITUDES TO SHOPPING ONLINE: MOTIVATORS ............................................................... 49
ATTITUDES TO SHOPPING ONLINE: INHIBITORS .................................................................. 52
SECTOR ANALYSIS .................................................................................................. 57
SECTOR COMPARISONS .................................................................................................. 57
BOOKS AND MUSIC & VIDEO............................................................................................ 60
CLOTHING & FOOTWEAR ................................................................................................. 72
DIY .............................................................................................................................. 80
ELECTRICALS................................................................................................................. 87
FOOD & GROCERY ......................................................................................................... 94
FURNITURE & FLOORCOVERINGS AND HOMEWARES......................................................... 103
HEALTH & BEAUTY ....................................................................................................... 112
GLOSSARY .............................................................................................................. 119