Diapositiva 1

1
European Online Shoppers
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September 2007
2
Methodology Sample

• 7,036 Computer Aided Telephone Interviews (CATi)
  were conducted by Synovate on behalf of SPA and
  the EIAA in 9 EU countries and Norway
• A sample size of 7036 provides accurate data to
  0.8 1.1 at the 95 confidence level
• Fieldwork took place between 4th-25th September
  2006
• Interview length 25-30 minutes
• Results at the total level were weighted to take
  into account the different countrys population
  sizes. Using 2005 data from the UN the following
  weighting matrix was developed

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Results Online Shoppers who shops online and
what do they buy?

• 78 of European internet users shop online
• Online shoppers spend more time on the internet
  - nearly 12 hours online per week, compared to
  the European average of 11.
• So far the online shopper has matured in line
  with local internet market maturity as internet
  markets mature, the profile of the online shopper
  begins to reflect that of the mainstream shopper
• Travel tickets, holidays and books are still the
  items most commonly purchased online, but clothes
  have now overtaken CDs and DVDs in popularity
  both for online research and online purchase.
• European online shoppers are now buying more from
  their browsing on the internet
• Concert/Festival tickets are currently seeing the
  highest conversion rate (75)
• Travel tickets (72), books (71) and clothes
  (70) are also enjoying high conversion rates
• Increasing consumer confidence in specific retail
  sectors
• Mobile phones have seen the biggest growth in
  conversion rates year-on-year (23)
• Music downloads (16), car accessories (15)
  and home furnishings (14) also have significant
  growth rates

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Online Shoppers Age Profile
Base Online Shoppers in Germany, the UK and
Spain
5
Shopping Results Online Shoppers Spend More Time
Online than the Average Internet User
Average Hours Spent Using the Internet in a
Typical Week
6
Shopping Results UK Buys Most Items Online
Q. In the last six months, how many purchases
would you say you have made on-line?
European Average 10 Items
Base All Online Shoppers
7
Shopping Results Norway Spends the Most Online
European Average 750
Base All Online Shoppers
8
Shopping Results Most Popular Categories
Base All Online Shoppers
9
Shopping Results Interesting cross-market
variation in purchases
Q. Have you ever researched/bought online or
researched bought off line any of the following
products/services?
10
Shopping Results Europeans Use A Wide Range Of
Online Payment Methods
January 2007, Trends European Retailers Still
Need To Offer Multiple Online Payment Methods
11
Shopping Results Male vs. Female

• In general men by more items than women

Base All Online Shoppers
12
Shopping Results Male vs. Female
Base All Online Shoppers
13
Shopping Results Male vs. Female
14
Shopping Results Price Comparison remains a key
way to connect with online shoppers
Price Comparison Websites By Country
Base All Online Shoppers
15
Online Shoppers Visit Significantly More,
Auction, Banking and Finance
Top Website Genres ()
Base All internet users
16
Leading Retailers across Europe
Based on unique users (excludes price comparison
sites and ebay)
17
Christmas news

• According to IMRG, Internet sales in Britain
  peaked for the first time after surging more than
  50 to 7.5bn in the run up to Christmas, with 25
  million people now shopping online.
• In a Christmas shopping survey conducted through
  Nielsen Netratings, Kelkoo found that in 2006,
  internet users planned to spend a greater part of
  their Christmas shopping time on the internet
  than on the high street
• The average user planned to spend 4.5 hours
  online compared to just 3.5 hours on the high
  street
• 2006 saw further increases in online shopping
  according to the FEVAD (Fédération de Vente à
  Distance) over two billion euros would be spent
  online (up from 1.7 billion euros in 2005)
• One in 3 Germans buy some or all of their
  Christmas presents online and online shopping is
  particularly popular with households (Ipsos
  Market Research)
• Amazon reported
• 600.000 products ordered online in Germany on
  18th of December, - more than 7 products per
  second
• Sales increased 500 vs 2005
• most popular were LCD- and Plasma-TVs