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BizReport : Ecommerce archives : January 23, 2012

GfK: New breed of shoppers are Xtreme

What happens when austerity and financial concerns combine with technology? According to new research from GfK it creates Xtreme online shoppers.

by Helen Leggatt

gfk logo.jpgGfK's research reveals that 40% of Internet users in Europe, and about the same number in the US, are "Xtreme shoppers" who are intimately engaged with almost all aspects of ecommerce.

Over half (58%) of Americans fall into this category. They use the Internet for ten hours a day or more. In Europe that figure is 47%. More specifically, 25-44 year olds made up the majority of Xtreme shoppers.

Overall, 95% of European Xtreme shoppers preferred researching products on the Internet, falling to 66% of Americans, despite 80% and 90% respectively viewing online shopping as the most efficient way to shop.

Furthermore, 65% of Xtreme shoppers in the US and 62% in Europe compared prices between different retailers on the Internet more so than ever before.

"Of course, the down side to all this Internet shopping is that competition is extreme. Over three quarters of European Xtreme shoppers and two thirds of US ones say they are less loyal to any one retailer because they need to shop around for value," says Alison Chaltas of GfK.

"Retailers therefore need to find a way to reward loyal customers that will resonate with their current needs - a statement that nearly nine out of ten of all shoppers surveyed agreed with."

GfK's findings are presented online (.pdf).

Tags: ecommerce, Europe, online shopping, retail, technology trends, trends, USA

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  • jay

    My wife falls into these extreme online shoppers for shoes, boots and handbags and as far as I can tell amazon gets most but not all of her business. It's an addiction and she even admits it although she can't do anything about it.



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