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UK shoppers have adopted ecommerce more rapidly than the other five countries surveyed, with 10 per cent of British consumers shopping online daily. In contrast, the French shop online least frequently with a daily rate of almost 3 per cent.

Almost half of Europeans claim they are looking to increase their level of online shopping. The challenge then for any brand communication online is to ensure that all on and offline touch points are joined up to deliver a consistent and useful experience.