opinion

A Swelling Tide

If you've been noticing a recent increase in web traffic, you're not alone: more people are spending more time on the Internet – and some adult website operators are benefiting.

It's not just the growing number of people surfing the web or the time they're spending online, but the money they're spending and the way in which they're doing it that is good news for e-commerce merchants.

For example, Nielsen//NetRatings is reporting across the board increases in user metrics such as sessions per person per month; domains and pages visited per person per month; and page views per surfing session.

In simple terms, consumers are looking at a greater number of websites; drilling deeper into them to more thoroughly view their content and then clicking on more links to other websites – which increases the chances that one of those sites may be yours.

They're not just looking however; they're also buying.

According to Alex Burmaster, a European Internet analyst for Nielsen Online, online shopping has risen by 40 percent in the past two years, going from roughly 627 million customers (one in ten of the world's population) to 875 million.

Burmaster also claims that more than 85 percent of Internet users have shopped online; with half of all users having made an online purchase within the past month.

An interesting and ironic statistic is that books are the most purchased item online, accounting for 41 percent of recent sales: interesting because these sales are often made to developing countries such as Brazil, China, Egypt and Vietnam; ironic, because when the Internet debuted, many critics proclaimed it to be the end of print publishing.

Clothing, accessories and shoes; videos, DVDs and games; and airline tickets, rounded up the list of most popular e-commerce segments.

Retention isn't just a hot issue for adult paysite operators and tangible goods merchants, with 60 percent of consumers preferring to be repeat customers of websites that they buy from regularly, rather than trying a new vendor.

Of course, this figure could also be interpreted to indicate that 40 percent of customers have been unsatisfied with a particular vendor and are seeking an alternative source for the products or services they desire.

"This shows the importance of capturing new online shoppers as they make their first purchases," Burmaster said. "If e-tailers can grab them with a positive shopping experience, they'll likely gain their loyalty and their money."

Merchants looking for more clues as to how best to serve their markets will note that after consumers considered vendors they have previously done business with, general surfing (following links) was the next most popular way of finding products or services, followed by search engines and finally special offers.

While the online adult entertainment industry has its share of challenges, it's clear that more people are looking to satisfy their basic needs online and are willing to pay to do so. Getting consumers to send their discretionary entertainment dollars our way is still going to be the tricky part, however.

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More Articles

opinion

The Art of Faceless Brand Building

When I first began working as a content creator on streaming platforms, I made a conscious choice to take an unconventional path. I decided I would always keep part of my face off-camera: I don’t show my eyes. Instead, I rely on a smile, a gesture and the overall atmosphere.

Pussylovekate ·
profile

Cat Meyer Reflects on Goals, Triumphs of Indie Lube Brand Head South

“I loved the storytelling aspect — how products weren’t just about hair but confidence, self-expression and identity,” she says. Today, she uses the same skills as the CEO and owner of Head South, a sexual wellness brand that focuses on minimalism through its design, messaging and refillable packaging.

Nishka Dhawan ·
opinion

Rebranding Sexual Wellness Through a Self-Care Approach

As most of us in the industry already know, sexual wellness remains the black sheep of self-care. Discussions about wellness glorify meditation apps, skincare routines and workout regimens — but mention masturbation or using a sex toy, and most people shy away from the topic.

Hail Groo ·
profile

WIA Profile: Leah Koons

If you’ve been to an industry event lately, odds are you’ve heard Leah Koons even before you’ve seen her. As Fansly’s director of marketing, Koons helps steer one of the fastest-growing creator platforms on the web.

Women in Adult ·
opinion

Why Sex Toy Innovation Isn't What Shoppers Want Right Now

During my first year in the industry, the luxury vibrator on shelves was LELO’s Gigi, priced at $109. It was made with high-quality silicone, boasted an ergonomic design, a travel lock and a warranty. Soon after, Je Joue released its first product, SaSi, which employed “rolling ball” movements to simulate oral sex.

Sarah Tomchesson ·
opinion

What France's New Law Means for Age Verification Worldwide

When France implemented its Security and Regulation of the Digital Space (SREN) law on April 11, it marked a pivotal moment in the ongoing global debate surrounding online safety and access to adult content.

Corey D. Silverstein ·
opinion

How Adult Retailers Can Enhance Sales With Supplements

The supplement industry is big business. In 2024, Future Market Insights estimated it to be valued at $74.3 billion, and other market research firms anticipate that number will grow to upwards of $170 billion in just 10 years.

Rick Magana ·
opinion

From Tariffs to Trends: Staying Resilient in a Shaky Online Adult Market

Whenever I check in with clients these days, I encounter the same concerns. For many, business has not quite bounced back after the typical post-holiday-season slowdown. Instead, consumers have been holding back due to the economic uncertainty around the Trump administration’s new tariffs and their impact on prices.

Cathy Beardsley ·
opinion

Why It's Time the Pleasure Industry Got Serious About IPX Waterproof Ratings

As someone who regularly communicates with manufacturers, retailers and consumers, I’ve seen how this ambiguity can do a disservice to both the customers who use these products and the businesses that sell them.

Alicia Sinclair Rosen ·
opinion

Optimizing Payment Strategies for High Ticket Sales

Payment processing for more expensive items, such as those exceeding $1,000 per order, can create unique challenges. For adult businesses, those challenges are magnified. Increased fraud risk, elevated chargeback ratios and heavier scrutiny from banks and processors are only the beginning.

Jonathan Corona ·
Show More