Online Shopping For Books, Video Skyrocketing

Online holiday shopping growth is up 33 percent, paced by a remarkable 238 percent jump in the books/music/video category, Nielsen/NetRatings reported Monday.

The Internet traffic measurement firm said the results covered the week ending Dec. 6 and were compared to the corresponding week in the previous year.

"The significant increase in visits to the books/music/video category is being driven by the vast selection of titles released during the holidays," said Heather Dougherty, senior retail analyst at Nielsen/NetRatings, in a statement. "Online shopping has increased over last year because both new and experienced Internet buyers are not only researching products and comparing prices online before making a purchase, but they are also finding good holiday discounts online."

The Web traffic analyzing firm said the number of shopping sessions this year grew to 462.5 million from last year's 348.3 million visits.

Apparel captured the second place position in the firm's eShopping index, with a 38 percent increase. Then came the toys/video games, retail and consumer electronics categories, each with 28 percent growth, Nielsen/NetRatings said.

Another Internet traffic ratings firm--comScore Networks--noted the growing importance of online shoppers using search technology to research products. Said the firm's chairman, Gian Fulgoni, in a statement: "It's also clear that search has become a mainstream way for consumers to research products, irrespective of whether their ultimate purchase will occur online or at a retail store."

The company estimated that consumer spending on non-travel Web sites would pass $19 billion for the November-December holiday season this year. That figure represents a growth of about 24 percent from the previous year.