Online shopping MVPs (most valuable purchasers) - the top 18 percent of the online buying population - account for nearly half (46 percent) of all online spending, writes InternetNews, citing Nielsen/NetRatings figures released Friday. MVPs are also heavy users of comparison-shopping tools: 56 percent of them visited Shopping.com from June to August 2005; 48 percent went to Yahoo Shopping; 42 percent to Shopzilla; and 21 percent to MSN Shopping.

MVPs bought four or more times during the three-month study period and spent over $185, writes InternetRetailer. Those spending the least online and making the fewest purchases constituted 55 percent of online shoppers yet accounted for only 21 percent of sales.

Online MVPs tend to have a higher household income, are more likely to use broadband and are heavier internet users in general.