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May 2011

State of the U.S. Online Retail Economy in Q1 2011

Gian Fulgoni, Chairman, comScore, Inc.

Andrew Lipsman, Sr. Director, comScore, Inc.Note: A copy of this presentation will be sent to all attendees within 24 hours of todays webinar

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2 comScore, Inc. Proprietary and Confidential.

Data sourced from comScores global panel of 2 million Internet

users

E-commerce data includes all worldwide buying on U.S.sites

Unless explicitly stated otherwise, the term e-commercerefers to online retail spending, as measured bycomScore, which excludestravel, autos and auctions

Behavioral activity through March 2011 measured via thefixed Internet

Survey issued in April 2011, n=1087

Consumer Measurements:

Site Visitation

Online Buying

Attitudes and Sentiment Demographic Segments

Retailer Views:

Large vs. Small Retailers

Multi-Channel vs. Pure-Play Retailers

Deal-a-Day Sites

360

View of Consumer Behavior Analysis Parameters

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Validation of comScore Sales Data:Comparison of comScore data to U.S. Department of Commerce

*Note: To be consistent with DOC, comScore estimate excludestravel and event tickets but includes auction fees and autos.

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State of the Economy:

A Review of Key Macroeconomic Trends

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U.S. e-Commerce Dollar Sales Growth ($ Billions)Source: comScore e-Commerce Measurement

In Q1 2011, e-Commerce spending continued to rebound from recession

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Q1 07 Q2 07 Q3 07 Q4 07 Q1 08 Q2 08 Q3 08 Q4 08 Q1 09 Q2 09 Q3 09 Q4 09 Q1 10 Q2 10 Q3 10 Q4 10 Q1 11

E-commerce growth significantly exceeds the growth of total retail

Quarterly e-Commerce Sales Growth vs. YASource: comScore e-Commerce Measurement

Quarterly Retail & Food Services Sales Growth* vs. YASource: U.S. Department of Commerce (DOC)

17%

23%

19%

11% 13%

6%

-3%

0% -1% -2%

23%

3%

10% 9%

*Note: The U.S. Department of Commerce calculation includes totalretail and food service sales, which also includes motor vehicles andparts dealers.

12%

9%

4% 4% 3%5% 4%

2% 1%

-8%-10% -9%

-7%

2%

6% 7%

5%

8%

7%

Q1 07 Q2 07 Q3 07 Q4 07 Q1 08 Q2 08 Q3 08 Q4 08 Q1 09 Q2 09 Q3 09 Q4 09 Q1 10 Q2 10 Q3 10 Q4 10 Q1 11

When excluding autos, gasand food/beverage, Q1 retail

sales growth was +6%

11%

Preliminary April e-commerce datashows a +15% growth rate

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E-commerce hit the highest share percentage yet seen, as onlinesales continue to gain share versus offline

*Note: e-Commerce share is shown as a percent of DOCs TotalRetail Sales excluding Food Service & Drinking, Food & Bev. Stores,

Motor Vehicles & Parts, Gasoline Stations and Health & PersonalCare Stores.

e-Commerce Share of Corresponding Retail Spending*

Source: comScore for e-Commerce & U.S. Department of Commerce (DOC) for Retail

e-CommerceS

hare

e-Commerce share peaks incolder seasons (Q4 & Q1)

4.3%

3.7%4.0%

4.6%

5.1%

4.3%4.5%

5.3%

5.9%

5.0%5.3%

6.4%

6.7%

5.9%6.3%

7.4% 7.3%

6.5%6.6%

7.6% 7.7%

6.8%6.9%

7.7%8.1%

7.1% 7.1%

8.0%

8.6%

0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

7.0%

8.0%

9.0%

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Q4 '07 Q1 '08 Q2 '08 Q3 '08 Q4 '08 Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10 Q3 '10 Q4 '10 Q1 11

Beginning with Q4 2009, e-Commerce dollar sales have seen positive gainsY/Y for six straight quarters

B

illions($)

$31.2 $30.6 $30.3

$38.1

$30.2 $29.6

e-Commerce Dollar Sales ($ Billions)Source: comScore e-Commerce Measurement

$31.0

+19% +11% +13% +6% -3% 0% -1% -2% +3% +10% +9% +9% +11% +12%

% Chg vs.YA

$39.0

$33.9 $32.9 $32.1

$43.4

$39.1 $38.0

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$11.5$12.1

$10.5

$15.1

$12.4

Q1 '10 Q2 '10 Q3 '10 Q4 '10 Q1 '11

+14% +17% +6% +9% +8%

+3% -2% +11% +6% +2%

$7.4 $7.3$6.8

$10.0 $10.3

Q1 '10 Q2 '10 Q3 '10 Q4 '10 Q1 '11

+18% +22% +8% +26% +39%

The lower income segment continues to show the strongest year-over-yearrebound from the recession, as consumers increasingly utilize e-commerce

$50K - $99K(43% of Total)

Under $50K(24% of Total)

$100K or more(33% of Total)

e-Commerce Sales by Income Segment ($ Billions)Growth vs. YA

Source: comScore e-Commerce Measurement

$15.0

$13.5

$14.9

$18.3

$15.3

Q1 '10 Q2 '10 Q3 '10 Q4 '10 Q1 '11

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Consumer Perceptions of the Economy

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After an improvement in Q1, consumer sentiment reverted to 2010levels as 59% called the economy poor

Perception of Economic Conditions

Q. How would you rate economic conditions today?Source: comScore Surveys

77%68% 66%

61% 61% 59% 62% 61%52%

59%

Jan-09 Apr-09 Jul-09 Oct-09 Jan-10 Apr-10 Jul-10 Oct-10 Jan-11 Apr-11

Under $50k: 70% (+10 vs Jan)$50-$99k: 58% (+7 vs Jan)$100k+: 47% (+5 vs Jan)

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Driven by a surge in concern over gas prices, consumers in every incomebracket were most concerned about rising prices this quarter

RisingPrices

Unemployment/Job Security

FinancialMarkets

Real Estate/Home Values

July10

Oct10

Jan11

Apr11

July10

Oct10

Jan11

Apr11

July10

Oct10

Jan11

Apr11

July10

Oct10

Jan11

Apr11

Total 30% 29% 42% 54%* 44% 45% 36% 27% 13% 9% 7% 7% 8% 10% 11% 7%

Household Income

$100K or more 13% 12% 31% 51% 45% 49% 32% 20% 26% 20% 12% 12% 13% 15% 22% 12%

$50K-$99,999 22% 22% 39% 52% 46% 48% 41% 30% 16% 12% 5% 8% 11% 13% 11% 7%

Under $50K 40% 39% 51% 58% 42% 42% 35% 30% 9% 5% 4% 3% 6% 7% 4% 4%

Q. Based on your current situation, which one of the following economic conditionsmost concerns you?

Source: comScore Surveys July/October 2010 & January/April 2011

Percent of Respondents Citing Their One Most Important Issue

* At least 50% of each consumer segment chose rising prices as their main economy-related concern (with over 30% choosing rising gas prices)

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$3.57

$3.90

$2.59

$1.81

$2.02

$2.46$2.64 $2.67

$2.82

$2.70

$2.77

$3.06

$3.82

45%

40%

13%

7% 5%

8%

7%

10% 12%

8% 8%

20%

36%

Apr-08 Jul-08 Oct-08 Jan-09 Apr-09 Jul-09 Oct-09 Jan-10 Apr-10 Jul-10 Oct-10 Jan-11 Apr-11

A recent spike in concern over gas prices is quickly approaching2008 levels, and roughly correlates to real gas price increases

Q. Based on your current situation, which one of the following economic conditionsmost concerns you? Rising Gas Prices

Source: comScore Surveys & Energy Information Administration (eia.gov)

Respondents Citing Rising Gas Prices & Average US Unleaded Price

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Gas prices have historically contributed to reduced e-commercespending growth. Will that re-occur?

-10%

-5%

0%

5%

10%

15%

20%

25%

30%

Y/Y % Change in Retail E-Commerce SpendingSource: comScore E-Commerce Measurement, Jan-07 - Mar-11

All other factors being equal, you can expect a 1%

decline in the e-commerce growth rate for every$0.15/gal increase in average gas price

Gas prices: $2.59/gallon -> $3.47/gallon

Unemployment: 9.9% -> 8.8%

Dow Jones Industrial Average: (+2345 / +24%)

Gas prices: $2.96/gallon -> $4.14/gallon

Unemployment: 4.7% -> 5.8%

Dow Jones Industrial Average: (-2011 / -15%)

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Concern that inflation will impact spending has reached the highestlevels yet, likely due to large spike in fear over gas prices

Impact of Rising Prices on Ability to Spend

$50K - $99KUnder $50K $100K or more

77%83%80%81%79%82%

90%

72%77%

72%74%75%80%

88%

57%68%64%

69%

50%59%

71%

Q. Do you expect inflation (i.e. rising prices) to affect your day-to-day spendingin the near future?

Source: comScore Surveys

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Half of consumers remain pessimistic on unemployment, and stillbelieve it will take more than 12 months to see improvement

5%5%

13%

24%

54%

NextMonth

Next 2-3Months

Next 4-6Months

Next 7-12Months

More Than12 MonthsFrom Now

Q. When do you think the unemployment rate willbegin to improve?Source: comScore Surveys January & April 2011

+4% vs. Jan 2011 (50%)

The net gain in U.S. private-sectorjobs averaged 253,000 a month

from February through April, thelargest total for any three-month

stretch since early in 2006, though

woefully short of what'sneeded to make a significantdent in the 9% jobless rate.

May 14, 2011

If the pace of job growth fromApril (244,000 jobs added)

continues each month going

forward, it will take 29 monthsbefore we have the samenumber of jobs as we had

when the recession began.

May 6, 2011

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Retailer and Product Category Overview

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Most categories show strong growth in Q1 2011 versus Q1 2010

Q1 2011 e-Commerce Sales Growth vs. YA by Retail CategorySource: comScore e-Commerce Measurement

Q1 growth rates of 15% orhigher

Q1 growth rates of 1% to 4%

Q1 growth rates of 5% to 9%

Product CategoryRelative Chg

Growth Rate Q12011 vs. Q4 2010

Q1 2011Growthvs. YA

Books & Magazines Very Strong

Computers/Peripherals/PDAs Very Strong

Video Games, Consoles & Accessories Very StrongConsumer Electronics (x PC Peripherals) Strong

Flowers, Greetings & Misc. Gifts Strong

Jewelry & Watches Strong

Apparel & Accessories Strong

Consumer Packaged Goods Strong

Event Tickets Strong

Furniture, Appliances & Equipment Moderate

Home & Garden Moderate

Office Supplies Moderate

Sport & Fitness Weak

Q1 growth rates of 10-14%

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E-commerce Buying of CPG Products Growing, but Still Represents aSmall Percent of Total Industry Sales

Purchasing of CPG products online is at a level of approximately $15 billionper year and growing at a rate of 10% versus year ago.

This represents about 1.2% of the $1.2 trillion spent annually insupermarket, drug, mass merchandiser and convenience stores.

Approximately 12% of Internet users say they have ever bought groceryproducts online. Among these, 39% have bought online in the past month.

Retailers need a reason for people to visit their websites For mass merchandisers and

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Retailers need a reason for people to visit their websites. For mass merchandisers anddrug stores its e-commerce, Rx and health information. No such driver yet forsupermarkets in U.S., but Tesco in U.K. attracts healthy number of visitors with a well-developed e-commerce business

Selected Retailer Sites - U.S. Unique Visitors* (000) in March 2011

Source: comScore Media Metrix

91,614

31,73421,780

6,616 5,073 4,726 2,561 1,802 1,344 1,004 935 159 66

Amazon-owned Diapers.com & Soap.com attracted 486K and 418Kunique visitors, respectively, in March 2011.

*UK unique visitors for Tesco

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Twelve percent growth in spending was driven by a 7% increase inthe number of buyers & a 4% increase in dollars per buyer

Metric Q1 2010 Q1 2011 % change

Dollar Sales ($ Billions) $33.98 $38.00 12%

Dollars per buyer $227.72 $237.77 4%

Buyers (Millions) 149.23 159.81 7%

Average Order Value $68.63 $65.61 -4%

Transactions (Millions) 495.18 579.22 17%

Transactions per Buyer 3.32 3.62 9%

Buyer Penetration (TotalInternet)

63% 67% 7%

Key e-Commerce Buyer and Transaction Measures

Q1 2011 vs. YASource: comScore e-Commerce Measurement

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After losing share of e-Commerce sales for several quarters, smallerretailers have battled back in Q4 and Q1

62.8%67.7% 67.7% 69.9% 68.8% 67.7%

37.2% 32.3% 32.3%30.1% 31.2% 32.3%

Q4-2009 Q1-2010 Q2-2010 Q3-2010 Q4-2010 Q1-2011

All Other Retailers

Top 25 Retailers

Top-25 Retailers vs. All Other Retailers: Share of Quarterly

U.S. e-Commerce SalesSource: comScore e-Commerce Measurement

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Multi-channel retailers have gained share in U.S. e-Commerce saleson a year-over-year and quarterly basis

Multi-channel vs. Pure-play: Share of Quarterly U.S. e-Commerce SalesSource: comScore e-Commerce Measurement

51.4%59.9% 58.5%

48.6%40.1% 41.5%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Q4 2008 Q4 2009 Q4 2010

Multi-Channel Pure Play

Q1 Year-over-YearQ4 Year-over-Year

54.0%64.0%

56.8%

46.0%36.0%

43.2%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Q1 2009 Q1 2010 Q1 2011

Multi-Channel Pure Play

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The percent of online transactions utilizing free shipping jumped tonearly half of all orders in Q4 2010 & Q1 2011

37% 43% 42% 44% 39% 40% 41%49% 47%

63% 57% 58% 56% 61% 60% 59%51% 53%

Q1 09 Q2 09 Q3 09 Q4 09 Q1 '10 Q2 '10 Q3 '10 Q4 '10 Q1 '11

% Transactions with Free Shipping% Transactions with Paid Shipping

Percentage of e-Commerce Transactions withFree Shipping

Source: comScore e-Commerce Measurement

61% of consumers are at least somewhat

likely to cancel their entire purchase if free

shipping is not offered

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05,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

50,000

Fastest Growing Mobile Content Categories by Total Smartphone Audience (000)Source: comScore MobiLens, 3 mo. avg. ending Mar-2011 vs. Mar-2010

Mar-2010 Mar-2011

+145%

+90%

+89%

+84%

+84%+83%

+80%

+78%

+78%+78%+97%

72 Million People (31% of 234 Million U.S. Mobile Subscribers, up 15% vs.Previous Qtr) Now Use a Smartphone to Access a Wide Variety of Content

When it Comes to Mobile Content Consumption, Retail Ranks as 3rd Fastest Growing Category

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Among those who specifically stated that they used their phone forshopping purposes, 40% have purchased an item online

Smartphone Usage For Shopping

Q. For which of the following have you used your smartphone?Source: comScore Survey April 2011

50%

38%

35%

33%

31%

29%

28%

26%

24%

20%

20%

22%

61%

52%

52%

48%

46%

41%

41%

40%

33%

29%

30%

2%

Finding nearby stores

Comparing prices before shopping for an item

Researching product details

Comparing prices while shopping for an item in person at a store

Searching for product reviews/recommendations from a website

Accessing deal of the day apps

Searching for product reviews/recommendations via a social networking site orapp

Purchasing an item online

Sharing product recommendations via email

Mobile barcode scanning to compare prices

Sharing product recommendations via a social networking site or app

None of the above

% of ALL smartphone owners % of smartphone shoppers

Smartphone shoppers are defined as those who stated they have

used their phones to research or purchase products online

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Group-Buying/Deal-of-the-Day Sites

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Group-Buying/Daily Deal market on a steep upward trajectory

As the Group-Buying/Daily Deal market emerges, low barriers to entry enabling

hundreds of new sites to crop up. But is there really room for everyone?

25% of deal sites havefolded or consolidated,but new deal sites still

outpacing attrition

For a copy of full Local Offer Network report, please [email protected]

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-

2,000

4,000

6,000

8,000

10,000

12,000

14,000

Trend in Unique Visitors (000) to Groupon.com and LivingSocial.comSource: comScore Media Metrix, Aug 2009 Apr 2011

Groupon.com

LivingSocial.com

Groupon & LivingSocial have both seen audiences grow ~3X over thepast year

+250% vs. yrago

+182% vs. yr ago

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Groupon and LivingSocial skew towards upper-income females, withLivingSocial having a slightly older age profile

-16

16

-66

-22

16

19

34

49

33

-18

18

-75

-38

12

14

55

62

62

Age & Gender Demographic ProfileIndex vs. 100

Penetration by U.S. Census Region

Age 12-17

Males

Females

Age 18-24

Age 25-34

Age 35-44

Age 45-54

Age 55-64

Age 65+

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Groupon subscribers skew toward restaurant deals, whileLivingSocial subscribers tended to purchase a variety of deals

Categories of Deals Purchased via Groupon or LivingSocial

Q. Which of the following types of deals have you purchased on Groupon/LivingSocial?Source: comScore Survey April 2011

56%

32%

31%

26%

26%

25%

21%

16%

14%

13%

13%

12%

10%

10%

5%

2%

Restaurants & eating out

Groceries

Entertainment

Clothing & accessories

Books or magazines

Health & beauty care

Services

Electronics

Digital products

Furniture or home furnishings

Sport & fitness

Outdoor & garden

Jewelry or watches

Vacation/Travel

Other

None of the above

% of Groupon subscribers

41%

39%

35%

33%

32%

28%

25%

23%

20%

18%

16%

16%

16%

16%

2%

1%

Books or magazines

Restaurants & eating out

Entertainment

Clothing & accessories

Health & beauty care

Digital products

Groceries

Services

Electronics

Furniture or home furnishings

Vacation/Travel

Jewelry or watches

Outdoor & garden

Sport & fitness

Other

None of the above

% of LivingSocial subscribers

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Email pushes are the most common way for both Groupon and

LivingSocial to draw users to their deals

How Consumers Access Deal of the Day Sites

Q. Which of the following best describes how you most often accessGroupon/LivingSocial deals?

Source: comScore Survey April 2011

60%

21%

6%

5%

0%

7%

53%

24%

7%

6%

1%

9%

An offer sent to me via email

Visiting the site on my computer to search for offers

Opening an app on my phone after receiving an offer

Opening an app on my phone to search for offers

Other

None of the above

% of Groupon subscribers % of LivingSocial subscribers

When asked to identify anymethods used to access

deals, 14% say they have

used an app afterreceiving an offer via apush notification

G di l d id h d ti i t i

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Groupons display and paid search advertising outpacing

LivingSocial

0500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

4,000,000

Groupon LivingSocial

Trend in Display Ad Impressions (000)Source: comScore Ad Metrix, June 2010 - March 2011

-

10,000

20,000

30,000

40,000

50,000

60,000

70,000


Trend in Paid Search Impressions (000)Source: comScore Marketer, June 2010 - March 2011

G h h hi h b t b th it h i il

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Groupon has much higher awareness, but both sites have similarconversion rate among subscribers

74%

45%39%

17%

25%

11%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Total Internet

AwareCurrent Subscribers

Purchasers

Marketing Funnel Analysis of Groupon & LivingSocial SubscribersSource: comScore Survey April 2011

60% of Groupon subscribers have purchased in the last 3 months,compared to 55% of LivingSocial users

AwarenessGap

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$100k+ consumers are much more likely to subscribe exclusively toGroupon over LivingSocial than those in lower income groups

17%

30% 29%4%

3% 3%

7%

15%24%

72%

52%44%

Under $50k $50k - $99k $100k+

Groupon-only subscriber LivingSocial-only subscriber Both Neither

Usage of Groupon and LivingSocial

Q. Do you currently use or subscribe to the daily deals site Groupon/LivingSocial?Source: comScore Survey April 2011

Th ki $100k lik l t b ib t lti l d l f

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Those making $100k+ are more likely to subscribe to multiple deal ofthe day sites

16% 16%

1% 1%

29%

20%

2%1%

26%23%

3%

8%

One 2 or 3 4 or 5 More than 5

Under $50K

$50K - $99K

$100K or more

Daily Deal Site Usage

Q. How many deal of the day sites do you currently subscribe to?Source: comScore Survey April 2011

Overall, 47% of consumers subscribe to atleast one deal of the day website or service

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How loyal are daily deal subscribers?

0%

5%

10%

15%

20%

25%

30%

35%

40%

1 2 3 4 5 6 7 8 9 10

RepeatVisitPercentage

Number of Visits

Repeat Visitor Loyalty AnalysisSource: comScore Custom Analytics, Nov 2010 to Apr 2011


18%

22%


Subscriber Churn Rate*Source: comScore Survey April 2011

Repeat visitation among users is similar, but LivingSocial has a slightly higher

rate of churn among subscribers. Is daily deal fatiguea factor?

*Churn rate = No. of Past Subscribers / (No. of Current Subscribers + No. of Past Subscribers)

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The future of daily deals: can Google and Facebook gain a foothold?

175,881

154,055

10,7588,763

020,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000

200,000

Google Sites Facebook Groupon LivingSocial

Total Unique Visitors (000) to Google Sites,Facebook, Groupon and LivingSocialSource: comScore Media Metrix, U.S., April 2011

Google and Facebook havemassive user bases to exploit,

but will users sign on for moredaily deals or is there an inbox

saturation point?

Among flash sale sites Rue La La posted the strongest gains year

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0

100

200

300

400

500

600

700

800

900

Among flash sale sites, Rue La La posted the strongest gains yearover year, appealing to both middle- and high-income households.

Unique

Visitors(000)

+10%

Unique Visitors and Growth vs. YA for March 2011Source: comScore Media Metrix

TotalInternet

HauteLook RueLaLaGilt

GroupeIdeeli

Less than 40K 33% 43% 20% 20% 25%

$40K-$74.9K 33% 29% 33% 27% 36%

$75K-$99.9K 13% 9% 15% 16% 11%

$100K or more 21% 19% 33% 38% 29%

+28%

-21%

+131%

% Composition by HH Income for March 2011Source: comScore Media Metrix

19% of $100k+ consumers say they subscribe to at least one flash sale site*

*Source: comScore Survey April 2011

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However, overall aided awareness of flash sites remains low outside ofupper-income consumers

2%3%

16%

5%

7%

13%

4% 3%

13%

3%

5%

15%

1%

3%

8%

Under $50k $50k - $99k $100k+

Gilt Hautelook Ideeli RueLaLa OneKingsLane

Aided Awareness of Flash Sale Sites

Q. Which of the following flash sale siteshave you heard of?

Source: comScore Survey April 2011

% who have heardof each site

17% of consumers overall

are aware of at least oneflash sale site

Among those whosubscribe to at least one

flash sale site, 51% saytheyve purchased

clothing or accessories

via the site(s)

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Key Takeaways

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Key Takeaways

Year over year, e-commerce sales are up 12% through Q1 2011 and have shown six

straight quarters of positive growth E-commerce is continuing to surge in overall adoption, showing strongest ever

percentage share of total consumer retail sales (8.6%)

Consumer concern over gas prices has risen to levels not seen since 2008, andsupplanted unemployment as a top economic concern this quarter

Most consumers believe that these rising prices may impact their ability to spend in thenear future

Mobile usage continues to grow rapidly, with a third of all mobile subscribers usingsmartphones. Use of the devices to obtain price and product information in advanceof a purchase is surging

Nearly half of all online transactions in the last two quarters included free shipping,

the highest percentage ever seen. Has it become a necessary option for onlineretailers to compete?

As consumers search for value, group buying and deal-of-the-day sites arecontinuing to flourish in both traffic and usage

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QUESTIONS?

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Thank You!

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sor q1 2011

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