Internet to be used by 79% of Europeans in coming six months for shopping
Some 79 % of all Europeans plan to use the Internet to purchase some type of product or service. The United Kingdom and Norway are the countries most prone to do so, with nearly 90%, while Estonia, Croatia and Latvia are least likely, according to a survey taken by the Nielsen Company.
There were two main keys pointed out by users when making purchases: convenience in the use of electronic commerce and ease and efficiency of usage when making the purchases.
The survey was taken in 55 countries, with 27,000 users participating. Its main objective is to analyze the characteristics of online shoppers, their shopping intentions and the factors that most influence them when spending their money.
The products considered most for purchase on the Internet in the coming six months are books, contemplated by 44%, clothes and accessories, which will be bought by 36%, and airline tickets and reservations, with 32%. This maintains the shopping trend in 2009, when 46% said they had purchased books, and an increase in airline ticket sales, up from 24% to 36%.
Spain shows similarities to its European neighbors, although there are also notable differences. While in 2004 just one in 20 Spaniards bought products or services on the Internet, last year one in six did so, representing an 11 percentage-point increase in absolute terms. In other words, the volume has increased threefold in the past five years in relative terms, according to the study published by the Strategic Research Center at the EAE Business School titled "Electronic Commerce in Spain".
Among the benefits most highly valued by Spaniards regarding this method of shopping, 7 out of 10 Internet users point out the lower prices, time savings and the option of shopping at any time. The variety of options on the Internet is another key factor when making purchases, since the products sought are often not found near the consumer. The service used most is the purchase of airline tickets, with 37%, followed by hotel reservations, with 35%, and clothing purchases, with 27%. The study shows that Spain offers high probabilities for growth in electronic commerce.
On the other hand, statistics also show Spain as a country with a deep-rooted mistrust of Internet shopping, giving priority to problems related to receiving and returning products and security in payment methods. It is in tenth place among countries least likely to shop on the Internet, preferring the tradition trend and shopping at physical establishments in person in order to verify the quality of the items.
The profile of the online shopper has not changed much from previous surveys. Of those who have purchased products through electronic commerce, 55% come from homes with monthly incomes in excess of €1,800. Another key indicator is the level of education of the shoppers. The higher the level of studies completed (Upper-Level Vocational Training or higher), the greater the percentage of purchases made.
Article published by xopie
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