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Research has revealed Europeans shop for travel getaways online more than they do for groceries, books or even films and music. According to the G2 EMEA eCultures Europe Report which investigates consumers’ online habits, 26 per cent of internet users across the continent shop online every week and it appears travel is a key priority.

Internet users have identified the items they shop for most online from a selection of 26 categories, which includes everything from fashion, furniture, home technology to automotive. Travel is the third most popular category, behind leisure tickets and computer software.

As summer approaches, 64 per cent of European internet users will log online to research their holidays. However, only 45 per cent of consumers go on to make a purchase in this category. The findings suggest that while people find the internet a useful tool for browsing options they do not feel secure with making an online transaction for something as important as a holiday.