German online consumers spend less than other Europeans
German online buyers last year spent an average of 264 per quarter on online products and services, 17% less than the average European shopper, according to Forrester Research.
During the past three years, the amount Germans spent online grew by 26%, compared with average European growth of 35%, Forrester says.
German men spent 304 online in 2004 while German women spent only 210. That compares with 331 and 280 for European men and women, respectively. German men and senior citizens were the biggest online spenders.
Germany trails the rest of Europe because notoriously price-sensitive German consumers arent finding the low online prices they seek, Forrester says.
Fewer Germans than Europeans said that they believed that online prices are lower in a store. For both Germans and European online shoppers, 50% of products purchased were valued at less than 50. Purchases above 300 are rare, according to Forrester.
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