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BizReport : Ecommerce archives : September 29, 2011

Europe: Men shop online twice as much as women

A new study by CB Richard Ellis has revealed that despite women's love of shopping it is men that are driving online shopping in Western Europe.

by Helen Leggatt

The survey of 10,000 consumers by real estate firm CB Richard Ellis found that 40% of people now shop online.

And it's not just women getting their retail therapy fix online. Men were found to shop nearly twice as often online as women. While women admitted to shopping online once a month, on average, men said they logged on once every 2.5 weeks.

The report also found that consumers in Germany, Sweden and the UK lead the way in the purchase of clothing and footwear online, standing at 16%, 14% and 12% respectively.

Despite fears early on in e-commerce that consumers would be put off shopping online for apparel because they couldn't touch and feel the goods before buying, just 33% cited this as important.

For both men and women the deciding factor when deciding whether to shop online was price, whether they shopped on- or offline.

"Across Europe, consumers are most comfortable blending the best of both worlds - the speed and convenience of an online purchase with the more broadly satisfying and social experience of a trip to the shops," said Peter Gold, Head of Cross Border Retail EMEA, CB Richard Ellis.

"In challenging economic times it is the multi-channel proposition that improves customer choice and also provides the most dynamic solution for retailers."

Other key findings from the report include:

- Young shopper are put off by delivery charges and difficulties in returning items when buying online;

- Security remains the biggest barrier to online shopping;

- Social media currently has little impact in the decision-making process when shopping online.

Tags: consumer insight, Europe, gender targeting, online security, online shopping

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