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DES GB2013 E

NB: These figures relate exclusively to a defined list of German retailers (not including online-only retailers). n=1.005 (2013)/1.003 (2012) Number of retailers used in the last 12 months Amazingly enough, digital consumers only use a fraction of the wide range of possibili- ties at their disposal. Our survey reveals that German online shoppers tend to spend their money at an extremely small group of multi- channel providers: over half of those sur- veyed (53%) had shopped with no more than five online retailers in the past 12 months. This represents a consid- erable year-on-year increase of 10 percentage points. If we narrow our focus to true multi-channel shoppers, defined as those consum- ers who use at least two shopping channels4 when making purchases, this selectiveness becomes even more pronounced: 53% only make purchases with one single retailer (+9 percentage points versus 2012), another 45% with two to five providers (+4 percentage points). 45 40 35 30 25 20 15 10 5 0 11 to 20 21 or more6 to 102 to 15Only one retailer A 2013 2012 13 40 33 13 0 8 35 37 18 0 Physical stores can act as interactive experiences and showrooms or as pick-up points for products ordered online – or indeed both at once. 4 Shopping channels are store, online with PC or tablet computer, online with mobile phone/smartphone. DEUTSCHEEUROSHOPANNUALREPORT2013/SHOPPING 039

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