It might be worth noting the Daily Telegraph's comments on this organisation and its 'data'. 'Don't believe the hype...' says the Telegraph noting that IMRG are a 'self-appointed industry body for e-retailers'.

The data seems to have been extrapolated from a base of only 80-odd, mostly small retailers and IMRG won't even say who some of them are.

IMRG's claims in various areas are possibly worth some scrutiny before being accepted as approaching any known standards of accuracy.