March 1, 2018 - comScore Whitepaper

Top 10 Findings in Online Retail - EU5

Alex Gevers
Regional Marketing Manager

In the five EU countries studied, more than one third of consumers now access retail sites through both mobile and desktop devices, underlining findings from our 2017 Global Mobile Report that mobile adoption for retail now almost mirrors desktop.

In this report, we examine top line trends impacting the retail space, outlining key differences in consumers’ behavioural and consumption patterns, using multi-platform panel data from five European countries (France, Germany, Italy, Spain, and the UK).

Some of the key topics covered in this report include:

  • The heaviest online retail users across the EU5 countries are considerably more likely than the average internet user to visit a lifestyle site (Germany +68 percent, Italy +50 percent, Spain +47 percent, UK +46 percent, France +44 percent).
  • There is a variety of platform preferences between countries, with consumers from the UK and Spain proportionally more likely to access all retail subcategories via mobile devices, while French and German users lean more towards desktop.
  • The 2017 October-December holiday season saw German Internet users (89 percent of whom accessed the retail category) spend just below five hours per month on average on retail sites across all platforms, versus three hours for French users (84 percent accessed retail sites), Italian (78 percent) and Spanish users (89 percent).