UK internet users lead Europe in online purchasing
A recent survey reveals that internet users in the United Kingdom were more likely to buy goods or services online than any other country in Europe. The Office for National Statistics studied European internet habits, in particular Social Trends, and reports that two thirds (66%) of UK web users bought online - a full 10% above the next nearest country, Germany.
France came in third with 45% of users buying online and the average figure across Europe was a surprisingly low 27%. The survey also revealed a significant rise in the number of children using the web as a source of reading, second only to reading materials in school.
The survey continued to report on bad news for the purveyors of printed news - with the number of people reading a national daily newspaper dropping to below 42%. Contrast that with 72% some 30 years ago. The figure is even more startling to the press industry when you take into account that 16% of the population read The Sun, leaving a plethora of other titles to fight over the remainder.
In summarising the UK's popular online buying culture an Analyst said Britain has one of the most experience and active online populations in the world. Confidence in eCommerce is high.
They continued by saying Merchants have been careful to establish excellent security for transactions and reliable delivery services. Online prices are very competitive, particularly for books, travel tickets and items bought at auction sites.
Europe Online
There is little argument to suggest internet use in the United Kingdom won't continue to boom. Online spend for those that do buy online is now over £2,000, each, per annum.
The rest of Europe lags behind in web confidence by a degree that will surprise many. For France to be a full third behind the UK is a sign of a less web savvy and perhaps security minded nation that is yet to take note of the opportunities. It would be remiss not to mention the fact the French do have a very strong sense of national identity and their society has a more community orientated culture that protects local commerce to a much greater extent.
However, when you consider that only a quarter of the rest of Europes web users, on average, buy online then you get a bigger indication of the fact that the internet and education in it is well behind the UK, USA, Japan and a number of Scandinavian countries where the it has been quickly embraced.
