EIAA Online Shoppers 2008
Executive Summary
Online Shoppers 2008
The EIAA Online Shoppers Report 2008 forms part of the ongoing Mediascope
Europe Study. Now in its fifth year, Mediascope Europe is one of the most
comprehensive pieces of research available looking at how people consume media
and how they use the internet for content, communication and commerce.
Summary
ONLINE RESEARCH
• 40% of all European online shoppers have changed their mind about which brand
to buy following research on the web
• Online shoppers in the UK are the most likely to be influenced by information on
the internet (49%) while Italians are the least likely to change their mind (27%).
•
In comparing e-commerce behaviour across Europe, it is clear that as markets
develop in online sophistication shoppers consume a wider variety of marketing
messages and information sources to make their purchase decision
48%
44%
44%
42%
42%
40%
37%
36%
34%
27%
49%
UK
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[Base: All Online Shoppers who have researched online (n=3352)]
Effect of online research on brand chosen
• European consumers are most likely to change their mind as a result of online
research when it comes to buying electrical goods - 59% changed their minds on
brand - and 43% changed their mind when it came to booking holidays and travel.
• Over half (59%) of online shoppers cite that websites of well known brands are an
important source of information when researching or considering a product or
service
o Search engines are considered more useful (76%) than personal
recommendations (72%)
o 61% find price comparison websites a useful source of information
o 57% look to customer website reviews to help them choose
ONLINE SALES
• A massive 80% of European internet users have bought a product or service
online, up 3% since 2006 and double the 2004