The most comprehensive pan-European survey of consumer behaviour and attitudes to shopping online, covering 10,000 people in 10 countries.
KEY FINDINGS
The internet has become a key part of the shopping process. 40% of Europe’s population aged 16-65 years use the internet for purchasing goods and services online, with 47% using it for browsing goods.
Western Europeans use the internet for shopping the most. Sweden shop most online (69%) compared to Russia (5%).
Age is no longer a barrier to shopping online, with usage only falling away in the 55-64 year age group.
Men shop twice as often as women online. While they both visit shops once a week, men shop on average two times a month compared with once a month for women.
High earners in Western Europe use the internet for shopping more than those on lower incomes. High income consumers also spend a higher proportion of their annual spend online.
Social websites are rarely used when deciding what to buy online, but they are used frequently by younger people where 20% always/frequently use them.
The internet now plays a key role in how shoppers buy goods in physical stores. When shopping in a store, a high 67% or respondents research product information/prices online first.
The physical store remains an important part of the shopping process with two thirds of people still checking out products in-store before buying online.
Security is a major concern for about a third of online shoppers in Western Europe.
Cost of delivery is the main barrier for the young, an issue for 37% of young consumers.
Online retailing still has a significant growth potential. 60% of consumers said that they would use the internet for shopping about the same and 36% said they would use it more/much more than now.
Request a copy of ‘Europe’s Online Consumer’
Please complete the form below to request a copy of the report. If you would like to speak to one of our team about the report and request bespoke data please email – europeonline@cbre.com
