Last year, two out of every three Europeans have bought something online, rising from 50 % in 2007. Belgians score slightly higher than the European average, while the Dutch perform way better and Britons top the table.
Strongest growth with age group 16-24
The age group 25-54, which has always been the most fanatic online shoppers, is now feeling the heat from the age group 16-24, according to European statistics office Eurostat’s most recent numbers. Ever since 2007, the number of online shoppers in the youngest age category grew nearly 50 % to 68 % of all internet users. 69 % of the internet users aged between 25 and 54 also shopped online.
Clothing and sporting equipment are the most popular online purchases, with 61 % of shoppers buying something from these categories. Travel and holiday are next (with 52 %), while the younger generation mainly buys clothing (69 %) and the elderly (55-74) focus on travel and holidays. The 25-54 age bracket mainly buys household appliances.
Looking at the countries individually, it becomes clear how large the gap is between the top and the bottom of the European class. 87 % of internet users in the United Kingdom bought something online in the past year, followed by Denmark (84 %) and Germany (82 %). At the bottom are Romania (18 %), Bulgaria (27 %) and Cyprus (38 %). 66 % of Belgian and 79 % of the Dutch internet users have bought something online in the past 12 months.
