London -- Across Europe, it is men who are driving the charge into Internet shopping, according to a new study by CB Richard Ellis (CBRE). The report, released at the World Retail Congress in Berlin, finds that while women have driven in-store shopping, men shop nearly twice as often online as women (buying once every 2.5 weeks versus once a month).
Among the key findings:
- Following established high levels of online sales for books, music and computer games, consumers are becoming increasingly confident when purchasing clothing and footwear online;
- Young people are deterred by delivery charges and difficulties in returning items when buying online;
- Despite technological developments, fears over security remain the biggest barrier to online shopping;
- Connection speed and the retail website experience itself are no longer barriers to online shopping; and
- Social media currently has little impact in the decision-making process when shopping online, while purchasing via mobile phones has yet to take off.
“Our research shows that the physical store and the Internet are not adversaries but complementary,” Peter Gold, head of cross border retail EMEA, CB Richard Ellis. “Across Europe, consumers are most comfortable blending the best of both worlds -- the speed and convenience of an online purchase with the more broadly satisfying and social experience of a trip to the shops. In challenging economic times it is the multichannel proposition that improves customer choice and also provides the most dynamic solution for retailers.”