Idealo, a price comparison portal and online purchase guide, has conducted a study on the purchase behaviour of Europeans on the web. The company relied on its traffic of the month of April and the demographic data on users in France, Austria, the United Kingdom, Germany, Spain and Italy.
There are nearly as many younger web users (18 to 24-year-olds) as there are 65+ who made an online purchase in April 2017. The 35-44 and 25-34 age brackets are the most active, 24% and 26% made a purchase. Surprisingly, more 55 to 64-year-olds (18%) and then 18 to 24-year-olds (10%) placed an order on the web.
Online Purchase Trends in Europe
Whether in France, in Austria, in the United Kingdom, in Germany, in Spain or in Italy, the rate of people having bought online by age bracket are nearly the same. In all 6 countries, the 55 to 64-year-olds buy more than the 18 to 24-year-olds and the 25 to 44-year-olds who are the most active.
Idealo’ study (French Language) : click here