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B2C
Shopping Remains Modest in European Union
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B2C
Shopping Remains Modest in European Union
Only 35% of net users in the EU say they have bought something online
for personal use, and the percentage in most member states is even
lower in terms of frequent online buying. eMarketer reviews the
numbers.
Throughout the fifteen member states of the European Union, only
35% of internet users reported having purchased products or services
online for their personal use, according to a June 2002 survey for
the European Commission of more than 30,000 individuals. These results
remained virtually unchanged from a similar survey conducted in
June 2001.
The 2002 data, collected by EOS Gallup Europe, suggest that B2C
activity remains modest throughout the EU. Among EU internet users,
only 4% stated that they were frequent online buyers.
The United Kingdom was the EU member state with the largest percentage
of its internet users (55%) reporting that they had ever purchased
anything on the internet. In every other EU country, including those
with extensive internet use, fewer than 50% of internet users reported
that they ever bought online.
Moreover, the percentage of internet users who are frequent or
occasional internet buyers is even smaller than those who have ever
purchased online. In the UK, for example, only 37% of those internet
users surveyed reported that they frequently or occasionally purchased
online. On average, only 20% of internet users throughout the EU
are frequent or occasional internet buyers.
Recent results from a survey of internet users conducted by Taylor
Nelson Sofres, reproduced in the chart below, show results that
are quite similar to the Eurobarometer study. While the TNS data
suggest that B2C activity in the UK is more modest than the data
from the Eurobarometer survey suggest, the TNS findings are comparable
to the Eurobarometer findings for other EU countries.
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Products & Services 
