According to the findings of the G2 eCultures Europe Report, online shopping is still under development and is constricted by limited environment, the associated mindset of users and technology. Brands can act more intensively as accelerators, shifting budgets from image building to call to action, and fostering functional arguments and mobile technologies.

The report further found that 93 per cent of respondents had bought something online, but only five per cent of this group said shopping on the internet was a daily experience. Internet shopping is more prevalent in the UK, France, Germany, yet most loyal online buyers are in Romania and Russia.

While online shopping is associated with relaxed and fun leisure time at home, the challenge for brands is to improve the regular habit and gradually migrate online shopping to be a part of daily purchasing habits. This could be done by enhancing the convenience of spending online and improving services of mobility devices that will allow shopping ‘on the move’ 24x7.

The research also found that purchases online are skewed towards multimedia content and leisure, with people buying tickets and making travel bookings. The buying of gifts, fashion, cosmetics, luxury items, electronics and homeware is also rapidly developing.

Digital continues to have a research and informative role without achieving purchases in the same way that walking around a shop does. There is a clear correlation between online investigation and online purchases, as the study found half of respondents who researched online will buy the product offline. In comparison, only one in ten users who research offline bought a product online.

Privacy issues are definitely preventing consumers from purchasing online. The research found this was more prolific in Spain, as lack of trust for internet shopping environments is a common feeling amongst the recipients studied. In order to build confidence in purchasing online, reputed brands can play an active role by endorsing safety commerce.

Currently, online shopping through mobile devices is low in comparison to the high usage of the internet for other activities. Less than 30 per cent of the survey’s recipients claim to shop regularly or occasionally through their mobile. However the research showed some promise as people in Spain, the UK and Romania are using shopping apps more in comparison to France, Germany and Russia.

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