More than half of internet users have purchased a book over the web in the last three months, making books the most popular item among online shoppers.This is according to a study by Nielsen Online, which also found that over 85 per cent of the total online population have made at least one purchase over the internet in the past.
Developing countries such as China, Brazil, Vietnam and Egypt harbour some of the biggest purchasers of books, the research discovered.
Other popular purchase categories for online consumers were found to include videos, DVDs and games, as well as airline tickets, clothing, accessories and shoes.
Meanwhile, eBay, Amazon and Target were the top three online retailers during the month of December, Nielsen Online said.
"The internet is no longer a niche technology - it is mass media and an utterly integral part of modern life," commented Jonathan Carson, president of International at Nielsen Online.
He added: "As our lives become more fractured and cluttered, it isn't surprising that consumers turn to the unrivalled convenience of the internet when it comes to researching and buying products."
In related news, comScore Networks recently released research findings suggesting that online shopping activity during the Christmas period peaked in between December 3rd and 9th.
Amazon and Apple were found to be the most popular online retail sites over the course of the Christmas season.
