European web users are big online spenders

February 5, 2007
by Latitude

And the UK’s web users are amongst the biggest spenders of them all, according to new data released by the European Interactive Advertising Association (EIAA).

78% of European Internet users shop online, spending an average €750 ($975) and bought10 items in the past six months – an 11% gain. The UK and the Nordic countries spend and buy the most goods online.

The most popular items for purchase are mobile phones. As the FTM piece says, it’s important to look ahead to when the real hard-hitting spending will begin:

Although so much is made about Europe being one entity, it seems its online buyers still keep very much to their own country and to their own language. When they start to compare prices across borders, and make their purchases accordingly, then online shopping in Europe will have reached a true milestone.