Three out of four Internet users in Scandinavian countries have purchased goods or services online, compared with an almost 50% rate for most other European countries, according to a new study from InSites Consulting, a European research agency.
More than 70% of Swedish and Danish Internet users have made online purchases, making them the European frontrunners with regard to e-commerce, InSite says. The Netherlands and France followed, with 67% and 64% of users, respectively, buying online. E-commerce stragglers were southern European countries—Spain and Italy (44% each) and Belgium (47%).
“The average e-shopper makes some seven or eight online purchases a year,” the report said. “French, English and German surfers, however, are much more enthusiastic e-shoppers, with roughly one online transaction a month. Belgium and the Netherlands have the lowest score in this regard, with a mere five web purchases a year.”
InSites complied the report from a survey in May of 80,000 in ten countries—Belgium, the Netherlands, the United Kingdom, Germany, France, Sweden, Denmark, Switzerland, Spain and Italy.
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