London, 12th January 2006 – UK eBuyers are the biggest online shoppers in Europe, spending twice as much online as their European counterparts in 2005 according to new research by the European Interactive Advertising Association (EIAA).

 

The EIAA Mediascope Europe Study found that the average UK internet shopper spent approximately £875 (€1285) and bought 12 items online in 2005, compared to the rest of Europe who spent on average £452 (€664) and bought 5 items online.

 

 

 

The study, conducted by SPA and Synovate, was designed to investigate the role the internet plays in consumers’ average media consumption behaviour.  With almost a third of UK consumers (31%) spending €500-€2000 online in the past 12 months and 17% spending more than €2000, compared to a European average of only 22% and 7% respectively, it highlights how the UK is leading Europe in its online shopping habits.

 

The research also found that travel is the most popular product/service for UK internet users, with 48% buying their tickets online and 38% purchasing their holidays online. Confidence in the internet is evident from the presence of higher ticket items such as electrical goods amongst the three most commonly researched items online. Although more people are now buying these items online, the internet’s influence on offline purchases also remains strong in this area. The top 10 UK products bought online are:

 

 

“With almost half of UK consumers (48%) spending at least €500 a year online, the internet is becoming an increasingly important channel for consumers, whether they are simply researching the next commodity on their shopping list or surfing for the best deal and buying online,” explains Michael Kleindl, Chairman of the EIAA.  “Purchasing rates are impressive, but the number of people using the internet to research before they buy is even higher.  The challenge online is similar to the challenge on the high street – converting window shoppers into buyers, and this is where effective online marketing can really make the difference. “

 

With over 7,000 people across Europe interviewed, the EIAA Mediascope Europe Study is one of the most comprehensive pieces of research available into how people use the internet.

 

-ends-

 

The study involved 7,000 random telephone interviews with 1,000 respondents in the UK, Germany, France, Spain, Italy and the Nordics and 500 respondents in Belgium and the Netherlands. Interviews were conducted between September and October 2005.

 

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 AD Europe, AdLINK Internet Media AG, AOL Europe, MSN International, Tiscali, Yahoo! Europe, LYCOS Europe and T-Online International. It is chaired by Michael Kleindl, Managing Partner of Valkiria Network.

 

Alison Fennah                                                   Nick Wilkins/Adam Dean

Executive Director                                             Red Consultancy

EIAA                                                                     Tel: 020 7025 6500

Tel: 01536 712710                                            Email: nick.wilkins@redconsultancy.com

email: afennah@eiaa.net                                            adam.dean@redconsultancy.com