Jupiter Research told AdWeek that the holiday shopping season saw 18 million buyers new to e-commerce, part of the reason internet shopping grew 24 percent over the period. In all, a total of 90.5 million shoppers took advantage of the internet in the last couple months of 2004. Jupiter predicts another 20 percent rise in e-commerce for 2005, pumping $79 billion through online sales, excluding online travel. Survey takers for Jupiter cited low prices as the main factor for exploiting the web.