UK online shoppers vastly outspend European neighbours

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Fresh light is thrown on the size of the UK appetite for online shopping, with the news that internet shoppers in this country spend almost twice as much online as consumers in any other European country.

They also make more than twice as many purchases as internet users in any European country except Poland, according to research released this week by telecoms watchdog Ofcom.

According to Ofcom’s International Communications Market Report, the UK’s online buyers have made an average of 19 online purchases in the last six months, spending £1,031. Only Poland came close to spending as often as UK buyers, with 14 purchases in the last six months, while the second-largest spending country was Germany, whose consumers parted with an average of £595 over the same period.

The research also found that internet advertising was more widespread in the UK than in any other country, at 27% of total advertising spend. But when it came to mobile advertising, UK advertisers, spending £1.14 per capita, were outspent by Japanese advertisers, who splashed out £5.57 per capita.

Unsurprisingly, the research also showed that the UK had relatively high levels of take-up of communications services such as landlines, fixed broadband, mobile connections and digital TV. But it was behind other countries in the use of VOIP (Voice over Internet Protocol) services.

UK consumers are most likely to use the internet via a laptop at home (69%) while 29% of internet users say they use their mobile to access the internet at home.

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