The two pie charts compare the proportions of online retail sales across four sectors — travel, film/music, books, and clothes — in New Zealand in the years 2003 and 2013.
Overall, there was a noticeable shift in consumer preferences over the ten-year period. While travel held the largest share of online sales in 2003, clothing emerged as the dominant category in 2013. Additionally, sales of books declined, whereas the film and music sector experienced a modest increase.
In 2003, the travel sector accounted for the highest percentage of online sales, making up 36% of the total. Clothes made up the smallest portion at 19%, while film/music and books represented 24% and 21% respectively.
By 2013, the share of online clothing sales had grown significantly, rising to 33%, which made it the leading category. Travel, on the other hand, saw a drop of 7 percentage points, falling to 29%. Film and music also experienced a slight increase in sales, reaching 22%, while books declined noticeably to just 16%, becoming the lowest among the four categories.
Overall, these figures illustrate a clear change in online shopping habits, with increasing interest in apparel and entertainment, and a declining trend in travel and book purchases.