European Online Shoppers Tend to be Conservative


What route do Europeans tend to take to arrive on a online store? A survey of consumers in five countries of the European Union provides some basic answers. The role played by social media is currently fairly negligible.
Text: Trusted Shops

Here are the resuts you need to know:

20 percent of customers are responsible for 80 percent of sales. This basic rule of direct marketing was confirmed by a survey of over 5,000 consumers in Germany, the UK, France, Spain and Poland conducted by the Institute for Applied Social Sciences (INFAS). The study found that over 65 percent of online shoppers tend to choose the stores that they already know, with which they have already made purchases. This figure is confirmed by the fact that 40 percent of respondents type the URL of the store manually, implying that they already know it.

On what criteria do you base the decision as to which online shop you will use to do your shopping?

The percentage having recourse to price comparison services to choose an online store allows us to deduce that, for many European consumers, price remains an important decision criterion. Online advertising and social media only moderately affect the choice of online store.

The Germans like to stick with what they already know; Spaniards and Poles like to compare. At 69 percent, the Germans have positioned themselves at the head of the pack of online conservatives. But the British and the French also tend to rely on products that have already proven themselves (60 percent in both cases) and prefer to make their purchases in shops they already know.

online shoppers 2012

In contrast, the Poles (55 percent) and Spanish (55 percent) are a little more flexible. They prefer to use the various comparison websites to compare prices. The British and French, however, seem less convinced. Indeed, only 26 percent of British and 33 percent of French shoppers use price comparison services.

In general, consumers from the Iberian Peninsula seem to like the novelty. So, if we compare them in terms of recommendations, we find that they are more or less tied with the Poles on 34 percent (33 percent). And, as in the United Kingdom, 12 percent of buyers rely on social media to choose their online store.