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European online shoppers are wealthy, male and western: study

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Europeans are more likely to shop online if they’re wealthy, if they’re male and if they’re from Western Europe, a new study has found.

CB Richard Ellis’ report, Europe’s Online Shopper, presented to the World Retail Congress this week, found that two in five people are now shopping online across Europe, and it’s men rather than women who are driving the change. The pan-European study, which quizzed consumers from 10 European countries, found that men now shop online nearly twice as often as women, buying once every 2.5 weeks compared to once a month. Women, conversely, are more likely to shop in store.

Meanwhile, 61% of high earners shop online, compared to 44% of lower earners and Western Europeans are most likely, of Europeans, to shop online, while Russians are the least likely.

Peter Gold, head of cross border retail EMEA, at CB Richard Ellis, said: “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. In challenging economic times it is the multi-channel proposition that improves customer choice and also provides the most dynamic solution for retailers.”

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