Nearly a fifth of the US online buying population accounts for nearly half of total US online spending, research published today has revealed.

Research firm Nielsen//NetRatings said that these buyers, dubbed 'Most Valuable Purchasers' (MVPs) spend more dollars online and make more purchases on the internet than the rest of the online buying population.

The Nielsen//NetRatings MegaPanel online retail study segmented online shoppers into four categories based on the amount of their online spending (low or high) and their frequency of purchases (low or high).

The MVPs, who spent the most money online and made the largest number of purchases, were found to comprise 18 per cent of online buyers, driving 46 per cent of total online spending.

In comparison, those spending the lowest amounts online and making the fewest purchases made up the majority, some 55 per cent, of online buyers. This group accounted for 21 per cent of online purchases.

"Each retailer needs to analyse its own customer base to identify its respective MVPs and develop targeted marketing programmes to maximise revenue from these shoppers," said Heather Dougherty, senior retail analyst at Nielsen//NetRatings.

"Not only are the MVPs valuable based on sales and number of purchases, they are inordinately loyal to the retailers from which they purchase."

MVPs were found to be heavy users of comparison shopping tools as compared to other online buying segments.

In addition, they skew towards a higher household income, are more likely to be connected via broadband, and are heavier internet users in both overall time spent online and time spent on retail websites.

"Customer acquisition strategies need to include a combination of broad reach marketing tactics, including search and comparison shopping tools, as well as targeted websites that are frequented by the MVPs," said Dougherty.

"Online retailers also need to tailor loyalty programmes that reward MVPs for purchasing at their sites to drive repeat sales and maintain a strong relationship with these valuable customers throughout the year."