Europeans are expected to spend more online Christmas 2006
According to a recent survey by TradeDoubler, a European provider of online marketing and sales solutions, Europeans plan to do almost 20% more of their shopping online this Christmas season, compared to last year.
Tradedoubler, an online afuilliate network, considers that the increase in online shopping is attributed mainly to convenience and time saved while purchasing on the internet, as well as the competitive online prices and the absence of crowds which would be experienced in the shops at this time.
The survey showed that across Europe, 56% of participants plan to do at least 25% of their Christmas shopping online this year. Additionally, the number of people who plan to do at least 50% of their Christmas shopping online has doubled, when compared to Christmas 2005.
The survey also indicated that while the number of online shoppers has increased, overall spend on Christmas is expected to remain the same, implying that a larger percentage of total Christmas spending will go towards online this year.
As was expected, high-purchase items for online Christmas shoppers are likely to be gifts, followed by holiday travel arrangements. 70% of respondents said that they can be easily distracted while Christmas shopping on the high street and frequently end up buying items for themselves as well.
UK Specific Survey Results
Looking specifically at results from participantsin the UK, the survey found that UK shoppers are setting the trend for their European counterparts with a massive 80% of shoppers planning to buy at least 25% of their Christmas purchases online this year – an increase of 15% over Christmas last year.
With festive shoppers crowding the high streets, causing lengthy till queues it is hugely encouraging for online marketers that such a large percentage of those surveyed prefer to do their Christmas shopping online from the comfort of home or work.
Another positive finding for online advertisers is that amongst the most tech savvy 18-24 age group, 100% of respondents in the UK are now planning to do between 25% - 100% of their shopping online this Christmas, compared to 80% last year. UK businesses may be less pleased to hear that almost half of the population surveyed said that they would do their Christmas online shopping during working hours, rather than from home.
