Archive notice: This article was originally published on November 21, 2007. Links and embedded videos are preserved as part of the historical record.
Thus, entirely in keeping with their role, women buy clothing, cosmetics, jewellery and shoes on the internet significantly more often, while men concentrate on telecommunications, consumer electronics, electrical household appliances, DIY supplies and computer software and games. This was the result of a study carried out by TNS Infratest, in which a total of 1.326 people were surveyed who privately buy products and services over the internet or participate in online auctions.
In general, books are by far the most purchased products on the internet, regardless of whether the purchase was made through an online shop or an auction portal. Thus, 88 percent of online shoppers have already bought a book, followed by music CDs, clothing and admission tickets. German internet users, on the other hand, are more cautious when buying cars. Passenger cars are bought over the internet only by a small minority.
Online shopping is now used equally across all age groups: 29 percent are under 30 years old, 48 percent between 30 and 49 years old and already 23 percent of online shoppers are over 50 years old. Online shoppers and users of online auctions are approximately the same age (average age of online shoppers: 38 years; users of online auctions: 37 years). While older people aged 50 and over buy DIY supplies online disproportionately often, young people buy computer and video games more frequently.
“We further find that online shopping now takes place independently of income level. Both people with a very low income and people with top earnings were among the online shoppers surveyed,” says Robert A. Wieland, Managing Director of TNS Infratest.
For some product categories, the internet shop has already almost replaced bricks-and-mortar stores. Flight and train tickets as well as PC software in particular are already bought by online shoppers predominantly or exclusively over the internet, followed by DVDs/videos, books, CDs and admission tickets. Products such as furniture, clothing or shoes, which are more in need of a personal impression, continue to be bought predominantly in retail stores.
When products are sold over the internet too, especially through online auctions, books and music CDs as well as films rank first, followed by clothing and all products related to the PC (hardware, software and games). People who use online auctions, or have already sold products over the internet, generally show a higher level of activity on the internet: all other internet services are also used more frequently by these people than the overall average. Furthermore, these people have created content for the internet themselves significantly more often and they increasingly have their own website or their own weblog.
Further Links:
- Infratest
