Differences in Virtual Shopping in Europe

The results of the latest wave of EURO.NET by research company NFO Infratest reveal that there are major differences in online buying patterns in the three European core countries of Germany, Great Britain and France.

In all three markets books are the most purchased product online (Germany: 34%, Great Britain: 35% and France: 31%), followed in Germany by clothing (16%) and music CDs (11%). On the other hand, in Great Britain and France music CDs take second place (28% and 27%), followed by travel (17% and 19%). In Germany, however, only four per cent of online shoppers book their holidays via the Internet. It is remarkable that as many as 16% of French online shoppers buy food and essential goods online, while only eight per cent of British and two per cent of German online shoppers make online purchases in this product area.

There are even greater differences when it comes to paying for goods and services ordered via the Internet. The EURO.NET survey found that in Great Britain 72% of online shoppers disclose their credit card numbers online in order to pay. In France 58% of online shoppers use this method of payment, but in Germany the proportion is only 15%. German online shoppers prefer payment on delivery (35%), (Great Britain: 1%; France: 18%) and payment after receipt of invoice (31%), (Great Britain: 1%, France: 0%).

For the representative EURO.NET survey a total of 30,133 computer-aided telephone interviews (CATI) were conducted in Germany, Great Britain and France during June 2001. Since 1997, the EURO.NET study has been conducted every six months by NFO Infratest (Munich) in cooperation with NOP (London) and TMO (Paris). The study delivers representative data on Internet use, Internet service providers, broadband access as well as mobile communication/mobile Internet in the three participating countries. For the first time, in the most recent wave a chapter was included which investigates the range of various Internet portals. Also, online advertising and online shopping patterns are monitored.

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.