European Internet users purchased a record amount of products online in 2008, according to the latest EIAA Mediascope Europe Study, which analyses consumers’ online behaviour in 10 European countries.
It found a mean average of 9.2 purchases per person was made over a six-month period versus 7.7 in 2007.
Consumers are also spending more time online and they are increasingly using the Internet to enhance and manage their daily lifestyles as well as for leisure pursuits.
The EIAA (European Interactive Advertising Association) found more than half, 55%, of European Internet users are online every single day and 51% claim the Internet has provided them with a greater choice of products and services and access to important information resources.
Specifically, European Internet users consider search engines to be a more important source of information than personal recommendations.
Price comparison sites and web sites of well-known brands also highly rated.
According to the EIAA, this demonstrates an increasing level of trust in the online medium.
Further, it reports 41% of European Internet users admitted to changing their minds about the brand they were about to buy based on online research and the amount converting to purchase was boosted to 87%.
The study finds there is a widening spectrum of Europeans are using the Internet with 24-35-year olds driving recent growth. This group spends more time on the Internet with 63% online daily.
Alison Fennah, executive director of the EIAA said: “Far from the information tool of five years ago, the Internet has evolved into more than just a media.
“Now it is effective tool that enables today’s consumers to control and develop their lifestyle experiences, whether that be communication, entertainment, information gathering or resource management.
“As a result there is a wealth of opportunity for brands and advertisers to effectively engage with these active consumers, the challenge is in creating campaigns that enable them to continue feeling in control.”