Europeans beginning to compete with the USA in e-commerce stakes

By Alun Williams

Posted on 3 Mar 2003 at 13:37

The latest survey of online spending habits reveals that Europeans are beginning to compete with the USA in the online spending stakes.

European consumers spent an average of €430 (£276) over the last three months. This is still less than the USA, where the average consumer spent the equivalent of €543 (£349). It compares favourably, however, with the average €185 (£118) quarterly spend of Canadians and the €92 (£59) of Brazil.

The research has been carried out by RoperASW in conjunction with AOL Europe. It's the second such annual cyberstudy.

Among the findings were that 47 per cent of online-Europeans bank online compared with 36 per cent in the US.

What things are people actually buying online? Top of the list are airline tickets and hotel reservations (53 per cent), entertainment tickets 37 per cent (such as for sports events, concerts and the cinema), electronic equipment (36 per cent), and wireless service plans (36 per cent). Videos/DVDs and books and games were bought by around 30 per cent of online consumers, with Investments purchased by 21 per cent and personal fincance products 17 per cent.

As for those who do not shop, the security of credit card transactions is their biggest concern (61 per cent). Further encouragement to shop online would also come if purchases were backed - a là mail order - with 100 per cent satisfaction guarantees (according to 54 per cent). Free shipping or delivery would encourage 50 per cent of those currently reluctant to shop online, as would special online discounts (also 50 per cent).

Looking ahead, nearly half of European online consumers expect to increase purchases in the next few years. This total of 45 per cent is slightly more than the number of Americans (41 per cent) expecting to increase their online outlays.

Where does this online shopping take place? A large proportion is done at work, it seems. Thirty-one per cent of online consumers shop from the office and 36 per cent spend their employer's time planning a vacation.

As to national characteristics within the European figures, AOL maintains that the Germans are particular devotees of auctions and the UK is the most keen to get away by booking travel plans online. Make of that what you will.

AOL interviewed 1,004 people for the survey, across the UK, France and Germany.