London, 14^th January 2005 – 2004 was a bumper year for online Brits with 30% of UK consumers having purchased over 16 items online in the past year compared with only 19% across Europe, research commissioned by the European Interactive Advertising Association (EIAA) has shown.  

 

The study, undertaken by leading global research agency, Millward Brown, was designed to investigate the role the internet plays in consumers’ average media consumption behaviour.  With over a quarter of UK consumers having spent more than £1000 online in the past 12 months compared to a European average of 15%, it highlights how the UK is leading Europe in its online shopping habits. The only European country that comes close to the UK’s online spend is Sweden with 24% of respondents spending more than £1000 in the past 12 months.

 

The research also found it isn’t the traditional female shopaholics spending big money online.  Thirty-six percent of male shoppers aged 15-34 have purchased over 16 items last year compared with just 28% of females the same age.

 

Other key findings:

·       96% of consumers were satisfied with their online shopping experience

·       49% of those buying online feel more confident about doing so than in 2003

·       Three-quarters stated the convenience of the internet was its biggest benefit whilst 65% put it down to speed

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

·       85% of those researching into music online proceed to purchase

·       4 out of 5 of those researching into travel online proceed to purchase

·       84% of those researching cinema/theatre tickets go on to buy as do 79% of those checking out books and 74% of those searching for food

·       The internet also drives offline sales with over a third of people admitting that they research travel tickets and holidays online, then buy through traditional means

·       A third of consumers look at books and electrical goods on the web but subsequently purchase elsewhere

·       78% of UK consumers pay for online purchases by credit card

 

The EIAA research saw over 7000 people interviewed in the UK, Germany, France, Spain, Italy, the Nordics, Belgium and the Netherlands to gain an insight into media consumption patterns.  One thousand people were interviewed in the UK.

 

“The results show how consumers in the UK have adopted the Internet and its time-saving capabilities to their lives more than other Europeans.  With the increasing penetration of broadband across the UK this isn’t a surprise but as it becomes more widespread across Europe this gap will close and the uptake of online shopping will increase.” said Michael Kleindl, Chairman of the EIAA.

 

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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