London, 1^st December 2004 – With the annual Christmas shopping season upon us, research commissioned by the European Interactive Advertising Association (EIAA), reveals that convenience and speed are the key reasons for consumer satisfaction in online shopping.

 

Overall, 91% of European consumers were satisfied with their online shopping experience and a third of those buying online feel more confident about doing so than they did in 2003. This ties in to Forrester’s prediction that European online sales are set to reach €13 billion this year, a 44% increase compared to 2003.

 

Other key findings:

·       1 in 5 Europeans have purchased more than 16 items online in the last 12 months

·       A third of those questioned in the UK and a quarter of German respondents have made over 16

        purchases  via the web

·       15% of Europeans have spent more than £1000 online in the last year – in the UK and Sweden a quarter 

        of consumers had spent over this amount

·       Three-quarters stated the convenience of the internet was its biggest benefit whilst 70% put it down to

        speed

·       Over half also cited the breadth of choice available online as a key influencer

·       Two thirds of those researching into travel online proceed to purchase

·       71% of those researching cinema/theatre tickets go on to buy as do 69% of those checking out clothes and

        66% of those searching for music

·       The internet also drives offline sales with 2 in 5 people admitting that they research travel tickets and

        holidays online, then buy through traditional means

·       A third of consumers look at books and theatre/cinema tickets on the web but subsequently purchase

        elsewhere

·       54% of Europeans pay for online purchases by credit card

 

 

 

The EIAA research, conducted by leading global research agency Millward Brown, saw over 7,000 people interviewed in the UK, Germany, France, Spain, Italy, the Nordics, Belgium and the Netherlands to gain an insight into media consumption patterns.

 

“The increasing penetration of broadband provides a more sophisticated and accessible online experience for consumers,” said Michael Kleindl, Chairman of the EIAA. “This is leading them to have greater confidence in the web and means that not only is it now seen as source for information and entertainment but also as a quick, simple and safe way to buy goods and services. And, with Christmas on the horizon and consumers increasingly time-pressured it is the ideal medium to track down gifts whilst saving time and money.”

 

-ends-

 

The European Interactive Advertising Association (www.eiaa.net) is a unique pan- European trade organisation for sellers of interactive media. The primary objectives of the EIAA are to champion and to improve the understanding of the value of online advertising as a medium, to grow the European interactive advertising market by proving its effectiveness, thus increasing its share of total advertising investment. Its members are currently AdLINK Internet Media AG, AOL Europe, LYCOS Europe, MSN International, Tiscali, T-Online International, Yahoo! Europe. It is chaired by Michael Kleindl, Managing Partner of Valkiria Network.

 

Millward Brown (www.millwardbrown.com) is one of the global top 10 market research agencies with 60 offices in 36 countries and maintains a working relationship with 70% of the worlds top 100 brands.  Millward Brown specialise in helping companies maximise their brand equity, brand performance and brand communication. 

 

Alison Fennah                                                  

Executive Director                                              

EIAA                                                                

Tel: 01536 712710

Email: afenneh@eiaa.net

 

Nick Wilkins/Charlotte Holder

Red Consultancy

Tel: 020 7025 6500

Email: nick.wilkins@redconsultancy.com