27 September 2011 – A European survey by CB Richard Ellis has shown two in five people shop on line and most of them are men.
The report, presented at the world retail congress in Berlin this week, canvassed the opinions of more than 10,000 shoppers. It showed:
- Men shop nearly twice as often online as women (once every 2.5 weeks versus once a month);
- In western Europe the propensity to shop online correlates with wealth – 61 per cent of higher earners shop online compared to 44 per cent of lower earners;
- There are high levels of online sales for books, music and computer games, consumers are becoming increasingly confident when purchasing clothing and footwear online.
- Consumers in Germany, Sweden and the UK are leading the move into purchasing clothing and footwear online (16 per cent, 14 per cent, 12 per cent respectively);
- Western Europeans shop online the most, Russians the least. Regionally, differences are driven by broadband access levels and cultural differences;
- Young people are deterred by delivery charges and difficulties in returning items when buying online;
- Despite technological developments, fears over security remain the biggest barrier to online shopping;
- Social media currently has little impact in the decision making process when shopping online, while purchasing via mobile phones has yet to take off.