E-Commerce - Europe

 Published On: Jul, 2013 |  Published By: Mintel Group | Format: PDF   Share on Whatsapp

European retail report series covers the 19 leading economies of Europe. In total these countries account for around 95% of all European retail sales, excluding Russia.

Across the 19 markets covered here online retail sales totalled an estimated €166 billion in 2012.

The focus of this report is online shopping for goods – not services. Our market size and forecast is for all online retail sales, transacted online. Online retail sales exclude purchases of services such as travel or event tickets and digital downloads/streaming.

EXECUTIVE SUMMARY – EUROPE
Market size
Figure 1: Europe: Estimated online retail sales (incl. VAT), 2008-18
Figure 2: Europe: Online retail sales, distribution by major markets, 2013 and 2018
Market shares
Figure 3: Europe: Leading internet retailers’ shares of European online retail sales, 2011-12
The consumer
Percentage shopping online
Figure 4: Europe: Percentage of all individuals having ordered goods or services online in the past three months, 2008-12
How they shopped from home
Figure 5: Europe: The consumer: How they shopped from home in the last 12 months, by country, May 2013 (April 2013 for the UK)
Smartphone and tablet shopping
Figure 6: Europe: The consumer: What they bought online from a smartphone or tablet away from home in the last 12 months, by country, May 2013 (April 2013 for the UK)
Attitudes to shopping online
Figure 7: Europe: The consumer: Online shopping habits and attitudes, by country, May 2013 (April 2013 for the UK)
REPORT SCOPE AND TECHNICAL NOTES
Market definition
Financial definitions
VAT
Figure 8: European VAT rates, 2010-13
Abbreviations/terminology
Country codes
E-COMMERCE IN EUROPE
MARKET SIZE
Key points
European e-commerce set to double
Figure 9: Europe: Estimated online retail sales (incl. VAT), 2008-18
Figure 10: Europe: Online retail sales, distribution by major markets, 2013 and 2018
Market sizes: Germany, UK, France dominate
Figure 11: Europe: Estimated online retail sales, by country (incl. VAT), 2008-12
Figure 12: Europe: Forecast online retail sales, by country (incl. VAT), 2013-18
Percentage of sales online: Nordics strong
Figure 13: Europe: Estimated percentage of all retail sales online, by country, 2008-12
Figure 14: Europe: Forecast percentage of all retail sales online, by country, 2003-18
Online sales per capita: Norway and Sweden lead
Figure 15: Europe: Estimated annual per-capita online retail sales, by country, 2008-12
THE CONSUMER
Key points
The consumer: Participation in online shopping
Percentage shopping online
Figure 16: Europe: Percentage of all individuals having ordered goods or services online in the past three months, 2008-12
Shopping online by category
Figure 17: Europe: Percentage of all individuals having ordered goods or services online in the past 12 months, selected categories, 2012
Cross-border shopping
Figure 18: Europe: Percentage of all individuals having ordered goods or services online in the past 12 months, by location of seller, 2012
Mobile internet access
Figure 19: Europe: Percentage of all individuals having connected to the internet using a handheld device (e.g. smartphone) in the past three months, 2012
The consumer: The big five economies
E-commerce and home shopping
Figure 20: Europe: The consumer: How they shopped from home in the last 12 months, by country, May 2013 (April 2013 for the UK)
M-commerce and t-commerce
Figure 21: Europe: The consumer: What they bought online from a smartphone or tablet away from home in the last 12 months, by country, May 2013 (April 2013 for the UK)
Attitudes to shopping online
Figure 22: Europe: The consumer: Online shopping habits and attitudes, by country, May 2013 (April 2013 for the UK)
THE RETAILERS
Europe’s top online retailers
Figure 23: Europe: Leading internet retailers by online revenues, 2010-12
Online market shares
Figure 24: Europe: Leading internet retailers’ shares of European online retail sales, 2010-12
Europe’s leading multichannel retailers
Europe’s leading grocers
Europe’s leading clothing specialists
Europe’s leading electrical goods specialists
WHAT WE THINK
UK
France
Germany
Italy
Spain
FRANCE
EXECUTIVE SUMMARY
Heading back into austerity
E-commerce 6.4% of all retail sales
Amazon’s lead much less than in UK or Germany
The online consumer
Mobile growing fast
The internet is still seen as the best route to get a good price
What we think
THE MARKET ENVIRONMENT
Key points
Broadband connections
Figure 25: France: Proportion of households with broadband, 2006-12
Figure 26: France: Percentage of households having a broadband internet connection, total and by selected household type, 2012
Shopping and selling by device
Figure 27: France: The consumer: Percentage of consumers shopping or selling online in past three months, by device, April 2013
Consumer confidence
Figure 28: France: Consumer confidence levels, June 2012-June 2013
MARKET SIZE AND FORECAST
Key points
Online sales
Figure 29: France: Online retail sales (incl vat), 2008-12
Figure 30: France: Online retail sales forecasts (incl vat), 2013-18
Segmentation by product category
Figure 31: France: Online retail sales: Estimated segmentation by selected categories, 2012
Home shopping specialists’ sales and forecast
Figure 32: France: Mail order/online pureplay specialists’ sales (incl vat), 2008-12
Figure 33: France: Mail order/online pureplay specialists’ sales forecasts (incl vat), 2013-18
LEADING ONLINE RETAILERS
Key points
Amazon leads the market
Figure 34: France: Leading online retailers, 2012
MARKET SHARES
Figure 35: France: Leading retailers share of online sales, 2012
THE CONSUMER: PARTICIPATION IN ONLINE SHOPPING
Key points
Growth in participation slows
Figure 36: France: The consumer: Percentage of all individuals having ordered goods or services online, 2008-12
Figure 37: Europe: The consumer: Percentage of all individuals having ordered goods or services online in the past three months, selected countries, 2012
By category: Clothing most popular
Figure 38: France: The consumer: Percentage of all individuals having ordered goods online in the past 12 months, by category, 2008-12
Cross-border shopping
Figure 39: Germany: The consumer: Percentage of all individuals having ordered goods or services online, by location of seller, 2011 and 2012
THE CONSUMER: E-COMMERCE AND HOME SHOPPING
Key points
What we asked
Online now the dominant channel for home shopping
Figure 40: France: The consumer: How they shopped from home in the last 12 months, May 2013
Online shopping broadly based by age, affluence and gender
Figure 41: France: The consumer: How they shopped from home in the last 12 months, by average age/affluence, May 2013
THE CONSUMER: M-COMMERCE AND T-COMMERCE
Key points
What we asked
Clothing most popular
Figure 42: France: The consumer: What they bought online (from a smartphone or tablet away from home) in the last 12 months, May 2013
Mobile shoppers are younger and more affluent
Figure 43: France: The consumer: What they bought online (from a smartphone or tablet away from home) in the last 12 months, May 2013
THE CONSUMER: ATTITUDES TO SHOPPING ONLINE
Key points
What we asked
Deals first, social media last
Figure 44: France: Online shopping habits and attitudes, May 2013
Figure 45: France: Online shopping habits and attitudes, by average age/affluence, May 2013
Figure 46: France: Online shopping habits and attitudes, by gender, May 2013
GERMANY
EXECUTIVE SUMMARY
What we think
THE MARKET ENVIRONMENT
Key points
Broadband connections
Figure 47: Germany: Percentage of all households having a broadband internet connection, total and by selected household type, 2012
Shopping and selling by device
Figure 48: Germany: The consumer: Percentage of consumers shopping or selling online in past three months, by device, May 2013
Consumer confidence
Figure 49: Germany: Consumer confidence levels, June 2012-June 2013
MARKET SIZE AND FORECAST
Key points
Online sales reach 8.5% of all retail
Figure 50: Germany: Online retail sales (incl. VAT), 2008-12
Figure 51: Germany: Online retail sales forecasts (incl. VAT), 2013-18
Segmentation by product category
Figure 52: Germany: Online retail sales: Estimated segmentation by selected categories, 2012
Home shopping specialists’ sales and forecast
Figure 53: Germany: Mail order/online pureplay specialists’ sales (incl. VAT), 2008-12
Figure 54: Germany: Mail order/online pureplay specialists’ sales forecasts (incl. VAT), 2013-18
LEADING ONLINE RETAILERS
Key points
Amazon and Otto retain strong leads
Figure 55: Germany: Major online retailers by net online revenues, 2011 and 2012
Other leaders
Electricals: Metro Group scales up
Grocers: Limited online services
DIY: Bauhaus and Toom still not online
Other retailers: Ikea and H&M early movers
MARKET SHARES
Figure 56: Germany: Leading online retailers’ share of online retail sales, 2011-12
THE CONSUMER: PARTICIPATION IN ONLINE SHOPPING
Key points
Growth in participation slows
Figure 57: Germany: The consumer: Percentage of all individuals having ordered goods or services online, 2008-12
Figure 58: Europe: The consumer: Percentage of all individuals having ordered goods or services online in the past three months, selected countries, 2012
By category: Clothing most popular
Figure 59: Germany: The consumer: Percentage of all individuals having ordered goods online in the past 12 months, by category, 2008-12
Cross-border shopping
Figure 60: Germany: The consumer: Percentage of all individuals having ordered goods or services online, by location of seller, 2011 and 2012
THE CONSUMER: E-COMMERCE AND HOME SHOPPING
Key points
What we asked
Catalogue shopping still holds appeal
Figure 61: Germany: The consumer: How they shopped from home in the last 12 months, May 2013
Online shopping broadly based by age, affluence and gender
Figure 62: Germany: The consumer: How they shopped from home in the last 12 months, by average age/affluence, May 2013
Figure 63: Germany: The consumer: How they shopped from home in the last 12 months, by gender, May 2013
THE CONSUMER: M-COMMERCE AND T-COMMERCE
Key points
What we asked
Clothing most popular
Figure 64: Germany: The consumer: What they bought online (from a smartphone or tablet away from home) in the last 12 months, May 2013
Mobile shoppers are younger and more affluent
Figure 65: Germany: The consumer: What they bought online (from a smartphone or tablet away from home) in the last 12 months, May 2013
Figure 66: Germany: The consumer: What they bought online (from a smartphone or tablet away from home) in the last 12 months, May 2013
THE CONSUMER: ATTITUDES TO SHOPPING ONLINE
Key points
What we asked
Consumers interacting with brands and retailers online
Figure 67: Germany: Online shopping habits and attitudes, May 2013
Collection appeals to young and affluent
Figure 68: Germany: Online shopping habits and attitudes, by average age/affluence, May 2013
Figure 69: Germany: Online shopping habits and attitudes, by average age/affluence, by gender, May 2013
ITALY
EXECUTIVE SUMMARY
What we think
THE MARKET ENVIRONMENT
Key points
Broadband connections
Figure 70: Italy: Percentage of all households having a broadband internet connection, total and by selected household type, 2012
Shopping and selling by device
Figure 71: Italy: The consumer: Percentage of consumers shopping or selling online in past three months, by device, May 2013
Consumer confidence
Figure 72: Italy: Consumer confidence levels, June 2012-May 2013
MARKET SIZE AND FORECAST
Key points
Retail generally remains underdeveloped
Online sales just over 1% of all retail sales
Growth prospects
Figure 73: Italy: Online retail sales (incl. VAT), 2008-12
Figure 74: Italy: Online retail sales forecasts (incl. VAT), 2013-18
Segmentation by product category
Home shopping specialists’ sales and forecast
Figure 75: Italy: Mail order/online pureplay specialists’ sales (incl. VAT), 2008-12
Figure 76: Italy: Mail order/online pureplay specialists’ sales forecasts (incl. VAT), 2013-18
LEADING ONLINE RETAILERS
Key points
Multi-channel in its infancy
Amazon leads the market
Media World
Banzai Commerce
Figure 77: Italy: Major online retailers by net online revenues, 2012
Fashion
Books/multi-media
Electricals
Grocery
Private sales clubs
Other multi-sector retailers
Health and beauty
DIY
MARKET SHARES
Figure 78: Italy: Leading online retailers’ share of online retail sales, 2012
THE CONSUMER: PARTICIPATION IN ONLINE SHOPPING
Key points
Growth in participation slows
Figure 79: Italy: Percentage of all individuals having ordered goods or services online, 2008-12
Figure 80: Europe: Percentage of all individuals having ordered goods or services online in the past three months, selected countries, 2012
By category: Clothing most popular
Figure 81: Italy: Percentage of all individuals having ordered goods online in the past 12 months, by category, 2008-12
Cross-border shopping
Figure 82: Italy: The consumer: Percentage of all individuals having ordered goods or services online, by location of seller, 2011 and 2012
THE CONSUMER: E-COMMERCE AND HOME SHOPPING
Key points
What we asked
Home shopping generally not widespread
Figure 83: Italy: The consumer: How they shopped from home in the last 12 months, May 2013
Online shopping broadly based by age, affluence and gender
Figure 84: Italy: The consumer: How they shopped from home in the last 12 months, by average age/affluence, May 2013
Figure 85: Italy: The consumer: How they shopped from home in the last 12 months, by gender, May 2013
THE CONSUMER: M-COMMERCE AND T-COMMERCE
Key points
What we asked
Clothing most popular
Figure 86: Italy: The consumer: What they bought online (from a smartphone or tablet away from home) in the last 12 months, May 2013
Mobile shoppers are younger and more affluent
Figure 87: Italy: The consumer: What they bought online (from a smartphone or tablet away from home) in the last 12 months, May 2013
Figure 88: Italy: The consumer: What they bought online (from a smartphone or tablet away from home) in the last 12 months, May 2013
THE CONSUMER: ATTITUDES TO SHOPPING ONLINE
Key points
What we asked
Price and discounts drive online demand
Figure 89: Italy: Online shopping habits and attitudes, May 2013
Customer reviews and opinion of others appeals to young and affluent
Figure 90: Italy: Online shopping habits and attitudes, by average age/affluence, May 2013
Figure 91: Italy: Online shopping habits and attitudes, by average age/affluence, by gender, May 2013
SPAIN
EXECUTIVE SUMMARY
Dramatic growth in the depths of recession
Online access growing steadily, but still below Northern European levels
El Corte Inglés the market leader
Online consumers
Shopping on mobile devices popular with those already shopping online
Price still the main driver
What we think
E-commerce popularity growing
Expect rapid growth
THE MARKET ENVIRONMENT
Key points
Broadband connections
Figure 92: Spain: Households with broadband connection, 2004-12
Figure 93: Spain: Percentage of all households having a broadband internet connection, total and by selected household type, 2012
Shopping and selling by device
Figure 94: Spain: The consumer: Percentage of consumers shopping or selling online in past three months, by device, May 2013
Consumer confidence
Figure 95: Spain: Consumer confidence levels, 2007-13
MARKET SIZE AND FORECAST
Key points
Online sales up 2.5 times in five years
Figure 96: Spain: Online retail sales (incl. VAT), 2008-12
Figure 97: Spain: Online retail sales forecasts (incl. VAT), 2013-18
Segmentation by product category
Figure 98: Spain: Estimated online sales by product, 2012
Home shopping specialists’ sales and forecast
Figure 99: Spain: Mail order/online pureplay specialists’ sales (incl. VAT), 2008-12
Figure 100: Spain: Mail order/online pureplay specialists’ sales forecast (incl. VAT), 2013-18
LEADING ONLINE RETAILERS
Key points
El Corte Inglés leads the market
Figure 101: Spain: Major online retailers by net online revenues, 2012
MARKET SHARES
Figure 102: Spain: Leading retailers share of online sales, 2012
THE CONSUMER: PARTICIPATION IN ONLINE SHOPPING
Key points
Growth in participation slows
Figure 103: Spain: The consumer: Percentage of all individuals having ordered goods or services online, 2008-12
Figure 104: Europe: The consumer: Percentage of all individuals having ordered goods or services online in the past three months, selected countries, 2012
Figure 105: Spain: Numbers buying from local sites and from foreign sites in last 12 months, 2008-12
By category: Clothing most popular
Figure 106: Spain: the consumer: Percentage of all individuals having ordered goods online in the past 12 months, by category, 2008-12
Cross-border shopping
Figure 107: Spain: The consumer: Percentage of all individuals having ordered goods or services online, by location of seller, 2011 and 2012
THE CONSUMER: E-COMMERCE AND HOME SHOPPING
Key points
What we asked
Online shopping dominates the home shopping market
Figure 108: Spain: The consumer: How they shopped from home in the last 12 months, May 2013
Online shopping broadly based by age, affluence and gender
Figure 109: Spain: The consumer: How they shopped from home in the last 12 months, by average age/affluence, May 2013
THE CONSUMER: M-COMMERCE AND T-COMMERCE
Key points
What we asked
Clothing most popular
Figure 110: Spain: The consumer: What they bought online (from a smartphone or tablet away from home) in the last 12 months, May 2013
Mobile shoppers are younger and more affluent
Figure 111: Spain: The consumer: What they bought online (from a smartphone or tablet away from home) in the last 12 months, May 2013
Figure 112: Spain: The consumer: What they bought online (from a smartphone or tablet away from home) in the last 12 months, May 2013
Shopping behaviour by device ownership
Figure 113: Spain: Online shopping habits of mobile device owners and non-owners, May 2013
THE CONSUMER: ATTITUDES TO SHOPPING ONLINE
Key points
What we asked
Consumers interacting with brands and retailers online
Figure 114: Spain: Online shopping habits and attitudes, May 2013
Usage of social networks across the board
Figure 115: Spain: Online shopping habits and attitudes, by average age/affluence, May 2013
UNITED KINGDOM
INTRODUCTION
Market definition
Financial definitions
VAT
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 116: Online retail sales, 2008-18
Segmentation by retail sector
Figure 117: Segmentation of online retail sales by retail sector, 2012
Online sales per capita, by sector
Figure 118: Online retail sales per capita, by retail sector, 2011 and 2012
M-commerce
Companies, brands and innovation
Figure 119: Leading ten online retailers: shares of all online sales, 2012
Figure 120: Online shopping brand personality – macro image, June 2013
Innovations
The consumer
Shopping online from home
Figure 121: The consumer: How they shopped from home in last 12 months, April 2013
Figure 122: The consumer: Products bought online from home in the last 12 months, April 2013
Shopping on the move via mobile devices
Figure 123: The consumer: What they bought online via mobile devices while out and about in past 12 months, April 2013
Where they shop online
Figure 124: UK: The consumer: Where they shopped online in the past 12 months – any online, from home, and via mobile while out and about, April 2013
Shopping habits and attitudes
Figure 125: The consumer: Online shopping habits and attitudes, April 2013
Online versus in-store
Figure 126: The consumer: Agreement with attitudes towards online shopping, April 2013
What we think
ISSUES IN THE MARKET
E-commerce, m-commerce, t-commerce: does it matter?
Is showrooming a problem?
How fragmented is e-commerce?
Who is winning online?
How can pureplays compete against Amazon?
Should pureplays be opening stores?
TREND APPLICATIONS
Without a care
Greenfluencers
Mintel Futures: Access Anything, Anywhere
THE MARKET ENVIRONMENT
Key points
Broadband connections
Figure 127: Percentage of all households having a broadband internet connection, total and by selected household type, 2012
Shopping and selling by device
Figure 128: The consumer: Percentage shopping or selling online in past three months, by device, April 2013
Figure 129: The consumer: Percentage of tablet owners and smartphone owners shopping or selling online via tablets/smartphones in the past three months, April 2013
Consumer confidence
Figure 130: Consumer confidence levels, June 2012-May 2013
MARKET SIZE AND FORECAST
Key points
Forecast
Figure 131: UK: E-commerce sales, 2008-18
Figure 132: UK E-commerce, detailed forecast data, 2013-18
Market size and segmentation
Figure 133: Online retail sales (incl. VAT), 2007-12
Figure 134: Online sales as % all retail sales by month, 2007-13 (April)
A digression on downloads
Books
Music
Video
Games
Download summary
Figure 135: Value of digital downloads, 2012
Online segmentation
Figure 136: UK: Online sales by broad sector, 2007-12
Figure 137: UK: Online sales as % all retail sales by sector, 2007-12
Pure players vs store based retailers
Figure 138: Online sales by sector, 2012
Home shopping 2012 vs 1992
Limits to pure player growth
Market size methodology
LEADING RETAILERS’ MOBILE METRICS
Figure 139: Leading online retailers’ stated mobile commerce measurables, 2012/13
SOCIAL MEDIA
Key points
Social networks used
Figure 140: The consumer: Social networks used, March 2013
Attitudes towards brands and social networks
Figure 141: The consumer: Attitudes towards brands and companies on social networking sites, selected statements, March 2013
Social media in the shopping process
Figure 142: The consumer: Online engagement, selected statements, April 2013
Figure 143: The consumer: Online engagement, by age and affluence, April 2013
Social media follower numbers
Figure 144: Social media follower numbers, leading online retailers, July 2013
WHO’S INNOVATING?
Key points
Apps that make shopping easier
Technology enhancing the shopping experience
Innovative websites and online shopping platforms
Devices that track shoppers and tools that aid staff
Virtual currency, same-day delivery and queue jumping solutions
STRENGTHS AND WEAKNESSES
Strengths
Weaknesses
LEADING ONLINE RETAILERS
Key points
Online revenues
Overview: Pureplays versus catalogues versus stores
Figure 145: Leading online retailers: net revenues, 2008-12
Amazon leads Tesco
The grocers
The catalogue retailers
Others
Online as percentage of multichannel retailers’ sales
Figure 146: Leading online retailers: multichannel retailers’ % of total sales generated online, 2010-12
Compound annual growth: Sports Direct leads
Figure 147: Leading online retailers: compound annual growth rates in net revenues, 2008-12
MARKET SHARES
Key points
The top ten
Figure 148: Leading ten online retailers: shares of all online sales, 2012
In detail: The top 20
Figure 149: Leading 20 online retailers: Shares of all online sales, 2008-12
BRAND RESEARCH
Brand map
Figure 150: Attitudes towards and usage of brands in the online shopping sector, June 2013
Correspondence analysis
Brand attitudes
Figure 151: Attitudes, by online shopping brand, June 2013
Brand personality
Figure 152: Online shopping brand personality – macro image, June 2013
Figure 153: Online shopping brand personality – micro image, June 2013
Brand experience
Figure 154: Online shopping brand usage, June 2013
Figure 155: Satisfaction with various online shopping brands, June 2013
Figure 156: Consideration of online shopping brands, June 2013
Figure 157: Consumer perceptions of current online shopping brand performance, June 2013
Figure 158: Online shopping brand recommendation – Net Promoter Score, June 2013
Brand index
Figure 159: Online shopping brand index, June 2013
Figure 160: Online shopping brand index vs. recommendation, June 2013
Target group analysis
Figure 161: Target groups, June 2013
Figure 162: Online shopping brand usage, by target groups, June 2013
Group One – Conformists
Group Two – Simply the Best
Group Three – Shelf Stalkers
Group Four – Habitual Shoppers
Group Five – Individualists
THE CONSUMER – PARTICIPATION IN ONLINE SHOPPING
Key points
Participation plateaus in 2012
Figure 163: The consumer: Percentage of all individuals having ordered goods or services online, 2008-12
Figure 164: Europe: The consumer: Percentage of all individuals having ordered goods or services online in the past three months, selected countries, 2012
By category: Clothing most popular
Figure 165: The consumer: Percentage of all individuals having ordered goods online in the past 12 months, by category, 2008-12
Cross-border shopping
Figure 166: The consumer: Percentage of all individuals having ordered goods or services online, by location of seller, 2011 and 2012
THE CONSUMER – SHOPPING CHANNELS USED FROM HOME
Key points
What we asked
Online channel dominates from home
Figure 167: Way they shopped from home in last 12 months, April 2013
Why they buy online
Who shops which way
Figure 168: Way they bought in last 12 months, by age and affluence, April 2013
THE CONSUMER – WHERE THEY SHOP ONLINE
Key points
What we asked
Where consumers buy online
Figure 169: UK: Where they shopped online, April 2013
What they think of online retailers
Who shops where
Figure 170: Where they buy online, by age and affluence, April 2013
Shopping online from home or on the move
Figure 171: Where they shopped online, at home versus out and about, April 2013
What they think of online shopping when out and about
THE CONSUMER – WHAT THEY BUY FROM HOME AND ON THE MOVE
Key points
What we asked
What they buy online from home
Figure 172: UK: what they bought from home in last 12 months, April 2013
Clothing and footwear overtakes hard copy media
Figure 173: UK: What they bought online from home in last 12 months, May 2012 and April 2013
Almost half the population buys groceries online
Figure 174: Online grocery shopping, by region, April 2013
What they buy online while out and about
Figure 175: UK: what they bought online from home in last 12 months vs what they bought online while out and about, Aril 2013
Some resistance remains
What they buy from catalogues
Figure 176: UK: What they bought from home in last 12 months vs what they bought from a catalogue at home, April 2013
What they buy from other home shopping channels
Figure 177: UK: What they bought from home in last 12 months vs what they bought from TV shopping, direct selling and party plan, April 2013
THE CONSUMER – WHAT DEVICES THEY USE TO SHOP ONLINE FROM HOME
Key points
What we asked
Laptops and desktops still the most common device used
Figure 178: Those who bought online from home by what device used, April 2013
Figure 179: Activities normally undertaken on a tablet computer, June 2012
Figure 180: What products bought online from home by which device, April 2013
Figure 181: UK: What they bought online from laptop/desktop at home in last 12 months, April 2013
Figure 182: What they bought online from smartphones at home in last 12 months, April 2013
Figure 183: What they bought online from tablet computer at home in last 12 months, April 2013
Figure 184: What they bought online from any other device at home in last 12 months, April 2013
THE CONSUMER – ONLINE SHOPPING HABITS AND ATTITUDES
Key points
What we asked
80% of people browse online to secure the best deal
Figure 185: Online shopping habits and attitudes, April 2013
Saving time matters
Turning negative user generated content into a positive
Courting the influential
Collection points
Who does what
Figure 186: Online shopping habits and attitudes by age and affluence, April 2013
The gender divide
Figure 187: Online shopping habits and attitudes by gender, April 2013
THE CONSUMER – ONLINE SHOPPING ATTITUDES
Key points
What we asked
Making shopping easier and quicker
Figure 188: Online shopping attitudes, April 2013
Saving money online?
Gateway to the unusual
The sandwich generation
Figure 189: Online shopping attitudes, all who agree or disagree, April 2013
More people enjoy shopping from tablets than smartphones
Who thinks what
Figure 190: Online shopping attitudes, by gender, April 2013
People with young children find shopping online convenient
Figure 191: Online shopping attitude by select demographic breaks, April 2013
APPENDIX – BRAND RESEARCH
Figure 192: Brand usage, June 2013
Figure 193: Brand commitment, June 2013
Figure 194: Brand momentum, June 2013
Figure 195: Brand diversity, June 2013
Figure 196: Brand satisfaction, June 2013
Figure 197: Brand recommendation, June 2013
Figure 198: Brand attitude, June 2013
Figure 199: Brand image – macro image, June 2013
Figure 200: Brand image – micro image, June 2013
Figure 201: Profile of target groups, by demographics, June 2013
Figure 202: Psychographic segmentation by target groups, June 2013
Figure 203: Brand usage, by target groups, June 2013
Brand index
Figure 204: Brand index, June 2013
APPENDIX – CONSUMER – WHERE AND WHAT THEY HAVE PURCHASED
Figure 205: Most popular retailers used to buy products online from the home (any online), by demographics, April 2013
Figure 206: Next most popular retailers used to buy products online from the home (any online), by demographics, April 2013
Figure 207: Other retailers used to buy products online from the home (any online), by demographics, April 2013
Figure 208: Least popular retailers used to buy products online from the home (any online), by demographics, April 2013
Figure 209: Most popular retailers used to buy products online from the home (online from home), by demographics, April 2013
Figure 210: Next most popular retailers used to buy products online from the home (online from home), by demographics, April 2013
Figure 211: Other retailers used to buy products online from the home (online from home), by demographics, April 2013
Figure 212: Least popular retailers used to buy products online from the home (online from home), by demographics, April 2013
Figure 213: Retailers used to buy products online from the home (online whilst out and about (using your smartphone or tablet), by demographics, April 2013
Figure 214: Retailers used to buy products online from the home, April 2013
Figure 215: Products bought from home in the last 12 months (all online and mail order), by next most popular retailers used to buy products online from the home (any online), April 2013
Figure 216: Products bought from home in the last 12 months (all online and mail order), by other retailers used to buy products online from the home (any online), April 2013
Figure 217: Products bought from home in the last 12 months (all online and mail order), by least popular retailers used to buy products online from the home (any online), April 2013
Figure 218: Most popular where you have shopped from home for both food and non-food products in the last 12 months, by demographics, April 2013
Figure 219: Next most popular where you have shopped from home for both food and non-food products in the last 12 months, by demographics, April 2013
Figure 220: Most popular products bought from home in the last 12 months (all home buyers), by demographics, April 2013
Figure 221: Next most popular products bought from home in the last 12 months (all home buyers), by demographics, April 2013
Figure 222: Other products bought from home in the last 12 months (all home buyers), by demographics, April 2013
Figure 223: Most popular products bought from home in the last 12 months (all online and mail order), by demographics, April 2013
Figure 224: Next most popular products bought from home in the last 12 months (all online and mail order), by demographics, April 2013
Figure 225: Other products bought from home in the last 12 months (all online and mail order), by demographics, April 2013
Figure 226: Most popular products bought from home in the last 12 months (online from home), by demographics, April 2013
Figure 227: Next most popular products bought from home in the last 12 months (online from home), by demographics, April 2013
Figure 228: Other products bought from home in the last 12 months (online from home), by demographics, April 2013
Figure 229: Most popular products bought from home in the last 12 months (mail order catalogue), by demographics, April 2013
Figure 230: Next most popular products bought from home in the last 12 months (mail order catalogue), by demographics, April 2013
Figure 231: Products bought from home in the last 12 months (other home shopping (eg TV shopping, direct selling, party plans etc), by demographics, April 2013
Figure 232: Products bought from home in the last 12 months, April 2013
APPENDIX – CONSUMER – MOST POPULAR DEVICES USED
Figure 233: Most popular devices used to buy products online from home (online from laptop/desktop computer), by demographics, April 2013
Figure 234: Next most popular devices used to buy products online from home (online from laptop/desktop computer), by demographics, April 2013
Figure 235: Other devices used to buy products online from home (online from laptop/desktop computer), by demographics, April 2013
Figure 236: Most popular devices used to buy products online from home (online from smartphone), by demographics, April 2013
Figure 237: Next most popular devices used to buy products online from home (online from smartphone), by demographics, April 2013
Figure 238: Most popular devices used to buy products online from home (online from tablet computer eg iPad, Kindle Fire), by demographics, April 2013
Figure 239: Next most popular devices used to buy products online from home (online from tablet computer eg iPad, Kindle Fire), by demographics, April 2013
Figure 240: Devices used to buy products online from home (online from any other device (eg games console, internet enabled TV), by demographics, April 2013
Figure 241: Most popular products bought online (using your smartphone or tablet) whilst out and about, by demographics, April 2013
Figure 242: Next most popular products bought online (using your smartphone or tablet) whilst out and about, by demographics, April 2013
Figure 243: Devices used to buy products online from home, April 2013
APPENDIX – CONSUMER – SHOPPING ATTITUDES
Figure 244: Consumer habits and attitudes towards shopping online, by most popular retailers used to buy products online from the home (any online), April 2013
Figure 245: Consumer habits and attitudes towards shopping online, by next most popular retailers used to buy products online from the home (any online), April 2013
Figure 246: Consumer habits and attitudes towards shopping online, by other retailers used to buy products online from the home (any online), April 2013
Figure 247: Consumer habits and attitudes towards shopping online, by least popular retailers used to buy products online from the home (any online), April 2013
Figure 248: Agreement with attitudes towards online shopping, April 2013
Figure 249: Most popular consumer habits and attitudes towards shopping online, by demographics, April 2013
Figure 250: Next most popular consumer habits and attitudes towards shopping online, by demographics, April 2013
Figure 251: Agreement with the statements ‘I like shopping online because it avoids the crowds’ and ‘Shopping online is less stressful’, by demographics, April 2013
Figure 252: Agreement with the statements ‘I don’t like shopping online because it lacks the human contact’ and ‘It’s easier to find unique/unusual products online’, by demographics, April 2013
Figure 253: Agreement with the statements ‘It’s easier to find what I want when shopping online’ and ‘Shopping online saves me money’, by demographics, April 2013
Figure 254: Agreement with the statements ‘I find shopping online more convenient because I am less mobile than I used to be’ and ‘I’m happy to shop online on behalf of other people’, by demographics, April 2013
Figure 255: Agreement with the statements ‘I enjoy browsing retailers websites or apps on a smartphone’ and ‘I enjoy browsing retailers websites or apps on a tablet computer’, by demographics, April 2013
Figure 256: Agreement with the statement ‘Shopping online is a greener way to buy products’, by demographics, April 2013
AMAZON EUROPE
What we think
Troubles in Europe
Amazon’s scope for growth
But can it become Europe’s largest retailer?
Figure 257: Amazon Europe: Projected revenues of Amazon Europe and Schwarz Group, 2008-22
Beyond retailing
Slimming the offer
Popularity for electricals shopping – Mintel’s consumer data
Figure 258: Europe: Percentage of consumers who have purchased electrical goods from Amazon in the past 12 months (past three years for the UK survey) and (in brackets) Amazon’s position among named retailers for buying electrical goods online, January 2013 (November 2012 for UK survey)
Company background
Company performance
Figure 259: Amazon Europe: Group financial performance, 2008-12
Figure 260: Amazon Europe: Europe as percentage of Amazon Inc.’s total revenues, 2008-12
Retail offering
APPLE RETAIL
What we think
A brand or a retailer
Company background
Company performance
Figure 261: Apple Retail: Financial performance, 2007/08-2011/12
Figure 262: Apple Retail: European stores, 2012-13
Retail offering
ARGOS
What we think
Reinventing itself as digital leader
Company background
Company performance
Multi-channel sales
Figure 263: Argos: Group financial performance, 2008/09-2012/13
Store network under review
Figure 264: Argos: Outlet data, 2008/09-2012/13
Retail offering
ASOS
What we think
Positioning itself as the world’s leading online fashion destination for twenty-somethings
One-stop fashion portal driving web traffic and extra sales
Decision to expand beyond UK is paying off
Tapping into the demand for affordable fashion in an austere climate
Company background
Company performance
Majority of ASOS sales now come from outside of the UK
Figure 265: ASOS: Group financial performance, 2008/09-2011/12
Current trading boosted by exclusive collaborations, growing mobile traffic and price reductions
Retail offering
BUCH.DE
What we think
Company background
Company performance
Figure 266: Buch.de: Group financial performance, 2008-2011/12
Retail offering
CDISCOUNT
What we think
Company background
Company performance
Figure 267: Cdiscount: Sales performance, 2007-12
Retail offering
DARTY PLC
What we think
Slimming down
Online an opportunity and a threat
Pitching above pureplays
Company background
Company performance
Figure 268: Darty plc: Group financial performance, 2008/09-2012/13
Figure 269: Darty plc: Outlet data, 2008/09-2012/13
Retail offering
DEBENHAMS.COM
What we think
Debenhams internet sales now more profitable than its store sales
Working to improve the efficiency of the fulfilment and delivery service
Beyond the desktop and into stores
Debenhams TV is an entertaining alternative to the traditional online shopping experience
Enhanced website features
50% of what Debenhams sells can only be bought at Debenhams
Company background
Company performance
Online sales up almost 40%
Figure 270: Debenhams: Group financial performance, 2008/09-2011/12
Online sales show no signs of slowing in 2013
Retail offering
DELL RETAIL
What we think
Move to third party
Looking to improve price positioning
Company background
Company performance
Figure 271: Dell B2C Retail: Estimated group financial performance, 2008-12
Retail offering
DIXONS RETAIL
What we think
Restructuring puts multi-channel model back on track
Integrating online to multi-channel
Currys PC World megastore takes specialist electrical retailing to a new level
Company background
Company performance
Online
Figure 272: Dixons retail: Online sales, 2012/13
Figure 273: Dixons Retail Plc: Group financial performance, 2008/09-2012/13
Figure 274: Dixons Retail Plc: Outlet data, 2008/09-2012/13
Retail offering
EL CORTE INGLÉS
What we think
Company background
Company performance
Figure 275: El Corte Ingles: Group retail financial performance, 2007/08-2012/13
Retail offering
EBAY INC.
What we think
Not a retailer – and no longer an auction site
Positive attributes
Transacting revenues
Company background
Company performance
Figure 276: eBay Inc.: Group financial performance, 2008-12
eBay in graphs
Figure 277: eBay Inc. Marketplaces segment: Gross merchandise volume and number of active users, 2006-12
Figure 278: eBay Inc. Marketplaces segment: Annual % change in gross merchandise volume and number of active users, 2006-12
Figure 279: eBay Inc. Marketplaces segment: % of gross merchandise volume accounted for by fixed-price sales, 2006-12
Figure 280: eBay Inc. Payments segment: Total net payment values, 2006-12
FNAC
What we think
Difficult times
Downloads erode business
Needs to play the multi-channel card
Company background
Company performance
Figure 281: Fnac: Group financial performance, 2008-12
Figure 282: Fnac: Outlet numbers, 2008-12
Retail offering
JOHNLEWIS.COM
What we think
A multichannel retailing success
In-store supporting network strengthening the online offering
Click & collect orders double
Flexible omni-channel store format driving physical expansion
Award-winning e-commerce proposition backed by a compelling price match promise
Company background
Company performance
Soaring online sales
Figure 283: John Lewis Partnership: Group financial performance, 2008/09-2012/12
Online sales smash £1bn barrier
Retail offering
MEDIA-SATURN/REDCOON (METRO GROUP)
What we think
Slow to launch online
Trailing Amazon but winning customers
Figure 284: Germany: The consumer: Where electrical goods have been purchased online in the past 12 months, leading retailers, January 2013
Pureplay versus multichannel
International
Company background
Technical note: Ownership
Technical note: Store manager stakes
Company performance
Figure 285: Media Saturn: Group financial performance, 2008-12
Figure 286: Media Markt/Saturn: Outlet data, 2008-12
Retail offering
MERCADONA
What we think
Background
Company performance
Figure 287: Mercadona: Group financial performance, 2007-12
Figure 288: Mercadona: Outlet data, 2008-12
Retail offering
M AND M DIRECT
What we think
Company background
Company performance
Figure 289: M and M Direct Ltd: Group financial performance, 2008-13
Retail offering
NEXT DIRECTORY
What we think
Brand appeal
Next store network strengthens cross-channel shopping experience
Growing overseas business
Company background
Company performance
Figure 290: Next UK: Group financial performance, 2008/09-2012/13
Retail offering
OTTO GROUP (MULTICHANNEL RETAIL)
What we think
Falling behind Amazon
Failing to take advantage of the web
Failing to compete on price
Catalogue brands need more focus
Company background
Company performance
Figure 291: Otto Group (Multichannel Retail): Group financial performance, 2008/09-2012/13
Retail offering
Figure 292: Otto Group: Main European Brands, June 2013
RAKUTEN ICHIBA
What we think
Company background
Company performance
Figure 293: Rakuten: Gross merchandise sales, 2008-12
Figure 294: Rakuten: Consolidated operating results by division, 2010-12
REDCATS
What we think
Company background
Company performance
Figure 295: Redcats: Group financial performance, 2008-12
Retail offering
SHOP DIRECT GROUP
What we think
Where next?
Company background
Company performance
Figure 296: Shop Direct Group: Financial performance, 2007/08-2012/13
Retail offering
Figure 297: Shop Direct: Estimated sales breakdown, 2012/13
TCHIBO
What we think
Company background
Company performance
Figure 298: Tchibo: Group financial performance, 2008-12
Figure 299: Tchibo: Outlet data, 2008-12
Retail offering
TESCO DIRECT
Strategic evaluation
Company background
Company performance
Figure 300: Tesco Plc: Group financial performance, 2008/09-2012/13
Figure 301: Tesco Plc: Online performance, 2008/09-2012/13
Retail offering
VENTE PRIVEE
What we think
Company background
Company performance
Figure 302: Vente-Privee: Group sales performance, 2008-12
Retail offering
YOOX
What we think
Company background
Company performance
Figure 303: Yoox Group: Sales performance (excl. sales tax), 2008-12
Figure 304: Yoox Group: Breakdown of turnover, by major market, 2012
Retail offering
Figure 305: Yoox Group: Mono-brand sites, 2012
ZOOPLUS
What we think
Company background
Company performance
Figure 306: Zooplus: Financial performance, 2008-12
Retail offering
APPENDIX – E-COMMERCE RETAIL
Figure 307: How they shopped from home in the last 12 months, by demographics, France, May 2013
Figure 308: Most popular how they shopped from home in the last 12 months, by demographics, Germany, May 2013
Figure 309: Next most popular how they shopped from home in the last 12 months, by demographics, Germany, May 2013
Figure 310: Most popular how they shopped from home in the last 12 months, by demographics, Italy, May 2013
Figure 311: Next most popular how they shopped from home in the last 12 months, by demographics, Italy, May 2013
Figure 312: Most popular how they shopped from home in the last 12 months, by demographics, Spain, May 2013
Figure 313: Next most popular how they shopped from home in the last 12 months, by demographics, Spain, May 2013
Figure 314: Most popular what they bought online (from a smartphone or tablet away from home) in the last 12 months, by demographics, France, May 2013
Figure 315: Next most popular what they bought online (from a smartphone or tablet away from home) in the last 12 months, by demographics, France, May 2013
Figure 316: Other what they bought online (from a smartphone or tablet away from home) in the last 12 months, by demographics, France, May 2013
Figure 317: Most popular what they bought online (from a smartphone or tablet away from home) in the last 12 months, by demographics, Germany, May 2013
Figure 318: Next most popular what they bought online (from a smartphone or tablet away from home) in the last 12 months, by demographics, Germany, May 2013
Figure 319: Other what they bought online (from a smartphone or tablet away from home) in the last 12 months, by demographics, Germany, May 2013
Figure 320: Most popular what they bought online (from a smartphone or tablet away from home) in the last 12 months, by demographics, Italy, May 2013
Figure 321: Next most popular what they bought online (from a smartphone or tablet away from home) in the last 12 months, by demographics, Italy, May 2013
Figure 322: Other what they bought online (from a smartphone or tablet away from home) in the last 12 months, by demographics, Italy, May 2013
Figure 323: Most popular what they bought online (from a smartphone or tablet away from home) in the last 12 months, by demographics, Spain, May 2013
Figure 324: Next most popular what they bought online (from a smartphone or tablet away from home) in the last 12 months, by demographics, Spain, May 2013
Figure 325: Other what they bought online (from a smartphone or tablet away from home) in the last 12 months, by demographics, Spain, May 2013
Figure 326: Most popular online shopping habits and attitudes, by demographics, France, May 2013
Figure 327: Next most popular online shopping habits and attitudes, by demographics, France, May 2013
Figure 328: Other online shopping habits and attitudes, by demographics, France, May 2013
Figure 329: Most popular online shopping habits and attitudes, by demographics, Germany, May 2013
Figure 330: Next most popular online shopping habits and attitudes, by demographics, Germany, May 2013
Figure 331: Most popular online shopping habits and attitudes, by demographics, Italy, May 2013
Figure 332: Next most popular online shopping habits and attitudes, by demographics, Italy, May 2013
Figure 333: Most popular online shopping habits and attitudes, by demographics, Spain, May 2013
Figure 334: Next most popular online shopping habits and attitudes, by demographics, Spain, May 2013
APPENDIX – BROADER MARKET ENVIRONMENT
Broadband connection and internet usage
Figure 335: Europe: Percentage of households with a broadband internet connection, by country, 2008-12
Figure 336: Europe: Percentage of all individuals accessing the internet daily, by country, 2008-12
Figure 337: Europe: Percentage of all individuals accessing the internet by mobile devices in the past three months, by country, 2012
Population
Figure 338: Europe: Population, by age group, 2010
Figure 339: Europe: Population, by age group, 2015
Figure 340: Europe: Population, by age group, 2020
GDP
Figure 341: Europe: GDP (current prices), 2012
Figure 342: Europe: Real-terms year-on-year growth in GDP, 2003-13
Consumer spending
Figure 343: Europe: Households’ consumer spending (current prices), 2012
Figure 344: Europe: Real-terms year-on-year growth in households’ consumer spending, 2003-12
Consumer prices
Figure 345: Europe: Harmonised index of consumer prices, annual % change, 2003-12
Unemployment
Figure 346: Europe: Average rate of unemployment, 2003-12
Interest rates
Figure 347: Europe: Central bank interest rates, 2008-13
Consumer confidence
Figure 348: Europe: Consumer confidence levels, July 2012-June 2013

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