Shoppers have been spending more time online since the beginning of the recession, according to new research by eBay advertising.
Compared to six months ago, 30% of European shoppers admit to shopping ‘a lot more’ online. By region: 33% of shoppers in the UK shop a lot more online compared to 26% in France and 30% in Germany.
In Germany 73% of shoppers spend time researching an item online before they buy it, while 69% in the UK do the same as and 66% do in France. Of those who spend time researching before buying, the majority admitted to now spending even more time researching items: 91% in the UK, 88% in France and 83% in Germany.
Respondents also revealed that when they are in the e-buying mindset, 60% are most receptive to advertising on ecommerce sites. In contrast, just 9% of European online shoppers pay attention to an ad when they’re on a social network. And only 8% are prompted to buy a product or service by video advertising.
“The results of our study reveal some interesting trends in consumer shopping behaviour and just go to show that if you’re a brand selling a product, it’s even more crucial in a tough economy to make sure your precious advertising budget is geared towards targeting consumers who are most likely to buy,” said Phillip Rinn, director of advertising partnerships for eBay UK and EMEA.
1,500 European online shoppers were surveyed through an online questionnaire for the research that was conducted between February 2009 and March 2009. The research was conducted in the UK, France and Germany.
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