The two circle graphs illustrate how the proportion of e-commerce sales altered in New Zealand from 2003 to 2013, split by consumer industry.
Looking at the data for the first year, we can see that, in order of popularity, the most preferred category was travel, which accounted for 37% of the total revenue. The rest of the chart was roughly evenly split with entertainment and clothing each at 22%, followed by books at 19%.
Turning to the second year, the data show that there was a considerable increase in film/music, making it the most highly demanded group. Conversely, this trend was reversed for journeys and clothes, which decreased by 8% and 6%, respectively. Book trade remained almost unaltered, continuing to fluctuate at around 20%.
Overall, customer behaviour shifted noticeably over the period studied. While interest in entertainment products soared, demand for travel-related services fell sharply. However, the number of sales in other sectors remained nearly the same.