05.01.2016

How does Europe shop online?

The winter shopping season is approaching its end. Reason enough to once again take a somewhat closer look at the online shopping behaviour of Europeans. How much money do Europeans spend online in the various countries (including shopping, online games, travel booking, downloads, betting, etc.)?

In order to find this out, paysafecard asked 3,500 people in seven European countries (Austria, Germany, Switzerland, Italy, Spain, France and Poland) about their priorities for surfing and online payment, and how much they actually spend in the Internet for purchases of all kinds.

Surprising details, astonishing facts and regional differences came to light.

Is it a man’s world?

It at least appears so when one looks at the consumption behaviour in the World Wide Web. On average, Europeans in all countries spend 142 EUR, while the expenditures of men with 174 EUR are considerably higher than those of women (109 EUR). This means that men in Europe spend nearly 60% more money in the Internet than female online shoppers.

The older the user, the freer with money…

And: older users tend to spend more than younger users. The big spenders are thus not the spendthrift young people, but instead the 60+ age group, which spends up to 173 EUR per month for online purchases. In comparison: The amount for 16-19 year olds is only 52 EUR per month. Admittedly, the older generation generally has more disposable income than its grandchildren, but it is nonetheless very surprising that it spends to this extent in digital channels.

The Swiss are the kings and queens of shopping

When one compares the purchasing behaviour of the various countries, the Swiss are by far the biggest online shoppers: They spend 327 EUR per month online on average, followed by Austrians in second place (205 Euro) and Germans in third place (155 EUR). Much more reserved here are Poles and Spaniards, who only spend around 90 EUR monthly for digital goods and online entertainment.

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