Third of the respondents purchased something online every month followed by 27% who purchased once a week at least.
Weekly online shoppers (who shopped once a week or more) are aged 54 and less, but the majority of them are from the young people who are aged in-between 25 to 34 years with representing 39%.
Laptop & desktop are the most used devices for researching (64%), browsing & comparing products (67%) and purchasing actions (75%).
Nearly 3 quarters of the respondents prefer to research online and pick up in store. With two-thirds of those prefer to see/touch and/or try on the product to ensure its quality.
The most popular categories frequently bought online are fashion clothing & accessories (67%) followed by electronics (62%), entertainment (59%) and holidays/travel (55%).
Convenience ranked at the top reasons for online shopping appeals at a rate of 65%, followed by quickly comparing products and prices at a rate of 59%.
Easy to use/navigate (73%) and fast (65%) were the top ranked terms for the UX (user experience) favorite websites.
84% of respondents cited they would accept a poor shopping experience 3 times before losing their loyalty, compared to 35% think that one bad experience would cause them to be disloyal.
Online Shopping Features in Selected Countries:
The highest weekly online shopping rate was in the UK (35%) while The lowest rate was in Nordics at just 15%.
Germany shoppers spend – per month – the most amount (€97,67 per month) compared to Benelux shoppers which spends the lowest amount (€73,39 per month).
Germany shoppers are most likely to purchase online electronics (71%), while and the UK shoppers are most likely to purchase food and drink (41%).
Convenience (72%) is the number one reason for both Nordics and UK in terms of the Appeal of Online Shopping, while the ability to compare products & prices ranked at the top reason For Germany (65%) and Benelux (55%).
The top reason for shopping cart abandonment in Germany was because of an absence of their favorite payment method (52%).
In the Benelux, one bad experience is enough to cause a disloyal state (45%).
A Graph Shows The Most Purchased Categories.
Data were driven from 3,073 respondents who were shopped online in Northern Europe – UK, Germany, Nordics, and Benelux. The age range of respondents were 18-65+, with 60% were aged in-between 25-54, by an equal share of the female & male, The research was conducted in June 2016.
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