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• Publié par: aqinetid
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Includes Consumer Technology Adoption Study data

June 29, 2006 Europe’s eCommerce Forecast: 2006 To 2011 Net Retail Will Soar From €103 Billion To €263 Billion by Jaap Favier with Michèle Bouquet

E X E C U T I V ES U M M A R Y In the coming five years, the number of Europeans shopping online will grow from 100 million to 174 million. eir average yearly Net retail spending will grow from around €1,000 to €1,500, as UK Net consumers outspend even their US counterparts online. Overall, this will cause European eCommerce to surge to €263 billion in 2011, with travel, clothes, groceries, and consumer electronics all above the €10 billion per year mark.

TARGET AUDIENCE Chief marketing officer/senior marketing executive, interactive marketing executive, market research/ customer insight executive

eCOMMERCE KEEPS GROWING 1 Two years ago, Forrester predicted that European eCommerce would grow to €57 billion in 2005.We thoroughly reviewed our predictions, taking into consideration growing numbers of online shoppers, the extensions of their Net shopping lists, and the growing sophistication of online retailers.

More Online Europeans Spend More Online Consumers who start to go online do so mostly to use email. But aſter a number of months, many of them discover the convenience and attractive prices of online shopping.

· e number of Europeans shopping online has increased by 37% in the past two years.At the end of 2003, 48% of Europeans went online at least once per month, and 19% had shopped online; two years later, these numbers had soared to 54% and 26%, respectively (see Figure 1).

· Net shoppers are spending more online.e average online shopper has increased his quarterly 2 Net spending by 10%, from €244 in Q4 2003 to €268 in Q4 2005.Combined with the increase in the number of online shoppers, total European eCommerce grew 50% in two years.

· By 2011, 73% more Europeans will have become online shoppers.e online population in Europe will keep growing, from 189 million consumers in 2006 to 242 million in 2011 — or from 58% to 74% of the adult population. As both new and experienced Net consumers gain more confidence online, the number of online shoppers will grow from 100 million to 174 million over the same period.

Headquarters Forrester Research, Inc., 400 Technology Square, Cambridge, MA 02139 USA Tel: [phone]• Fax:[phone]• www.forrester.com