Datamonitor: Five types of European shoppers
Jun 27 2001: A new study from Datamonitor divides Europeans into five groups with varying attitudes Datamonitor: Five types of European shoppers
Jun 27 2001: A new study from Datamonitor divides Europeans into five groups with varying attitudes towards buying online.
Half of Europeans fall into the ‘Resistor’ group, as they do not go online at all. A further 9 percent are ‘Agnostic’: they go online but do not browse ecommerce sites.
Twenty-seven percent are ‘Phantoms’. They browse for products and services online, but buy them offline.
Eight percent are ‘Moderates’ as they do purchase online, but tend to be low spenders. The last group are the ‘Internet Globe Trotters’. While this group is the smallest, constituting only 6 percent of Europeans, it is also the group that spends the most online.
The Moderates and the Internet Globe Trotters account for USD16.4 billion worth of online purchases every year. They tend to buy travel, gifts, groceries, cosmetics and toiletries, and media products such as books and CDs.
Swedish people are most likely to belong to these two groups, followed by the British, Germans, the French, Italians, and the Spanish.
Fonte: Datamonitor research - by Nua Surveys