E-Commerce Grows Quickly
StumbleUponThe EIAA Mediascope Europe 2006 Study shows that Europeans are spending more on the Internet. Unsurprising news, perhaps, but the study goes on to show the sectors that are rising most quickly and the countries that have spent most over the web.
The EIAA Mediascope Europe 2006 Study shows that Europeans are spending more on the Internet. Unsurprising news, perhaps, but the study goes on to show the sectors that are rising most quickly and the countries that have spent most over the web.
The study found that mobile phones have seen the biggest growth in conversion rates year-on-year (+23%), followed by music downloads (+16%), car accessories (+15%) and home furnishings (+14%).
| Conversion Rates | |||
| Product/service | 2006 | 2005 | Year-on-Year |
| Mobile Phones | 38% | 31% | +23% |
| Music Downloads | 52% | 45% | +16% |
| Car Accessories | 47% | 41% | +15% |
| Home Furnishings | 40% | 35% | +14% |
| Holidays | 54% | 48% | +13% |
| Concert/Festival tickets | 75% | 67% | +12% |
| Food/Grocery Shopping | 58% | 52% | +12% |
| Computer Games | 55% | 50% | +10% |
| Insurance | 50% | 46% | +9% |
| Car Hire | 61% | 56% | +9% |
Concert tickets have the highest conversion rates, with three-quarters of visitors to such sites going on to make a purchase. Outside the top ten table of growing products, the conversion rates for travel tickets (72%), books (71%) and clothes (70%) are also extremely strong.
Across Europe, 78% of internet users make purchases online, spending an average of 750 and buying 10 items over the course of a year. The UK has the largest internet spend with average shoppers buying 18 items totalling 1201. Spanish users were the least likely to make a purchase, with an average of five items totalling 452. The study also found strong growth in shopping comparison and auction sites, supporting the view that consumers actively seek bargains online.
Perhaps understandably, those that shop online make much more use of the Internet overall, clocking up 11.9 hours a week.
Michael Kleindl, Chairman of the EIAA commented: As consumers further embrace their digital lifestyles, they are becoming more ambitious in what they choose to buy over the internet as well as how much they spend. This research demonstrates the increasing trust in the internet amongst consumers to obtain information and buy a growing range of products. More money spent and items bought online shows that consumers are integrating online shopping into their daily lives.
Comments
You must be logged in to comment.