Consumer Attitudes Will Shape eCommerce Success in Europe, According to Forrester Research.Business/Technology Editors AMSTERDAM, Netherlands--(BUSINESS WIRE)--Feb. 4, 2000 Online shopping in Europe is slowly taking off. While consumers are getting used to the idea of buying online, a new Technographics(R) Europe Report from Forrester Research Forrester Research is an independent technology and market research company that provides its clients with advice about technology's impact on business and consumers. Corporate facts
FORR Freedom of the Road Riders (Motorcyclists) FORR Flight Operations Readiness Review ) finds that many are held back by a lack of experience, trust, and need. Retailers need to understand how differences in consumer attitudes toward the Net will shape the online shopping experience and dictate TO DICTATE. To pronounce word for word what is destined to be at the same time written by another. Merlin Rep. mot Suggestion, p. 5 00; Toull. Dr. Civ. Fr. liv. 3, t. 2, c. 5, n. 410. the success of eCommerce in Europe. Currently, only 4% of households in the five countries Forrester surveyed (France, Germany, Netherlands, Sweden, and the UK) have purchased online in the last three months. These shoppers resemble early online shoppers in the US -- well-educated, high-income, urban males who mainly buy CDs, books, and software. These early European European emanating from or pertaining to Europe. European bat lyssavirus see lyssavirus. European beech tree fagussylvaticus. European blastomycosis see cryptococcosis. shoppers also demonstrate important cultural differences that reflect national patterns in preferred payment and delivery method. &uot;Although online behavior in Europe varies by country, nationality nationality, in political theory, the quality of belonging to a nation, in the sense of a group united by various strong ties. Among the usual ties are membership in the same general community, common customs, culture, tradition, history, and language. is not always the strongest predictor of online shopping behavior,&uot; said Reineke Reitsma, analyst for Technographics Europe. &uot;Forrester's segmentation found that consumers' attitudes toward the Net, which are largely shaped by experience and trust, are a stronger indicator of when consumers will shop online.&uot; To better understand what Europe's Net shoppers will look like in 2004, Forrester segmented current users to look for significant clusters based on online behavior. Today's online consumers fall into one of four categories, each with distinct behaviors and attitudes: Pioneer Internetters, Generation Next, Future Buyers, and Shopping Hold-Outs. Pioneer Internetters were the first Europeans on the Internet Internet Publicly accessible computer network connecting many smaller networks from around the world. It grew out of a U.S. Defense Department program called ARPANET (Advanced Research Projects Agency Network), established in 1969 with connections between computers at the . Career-focused and highly optimistic op·ti·mist n. 1. One who usually expects a favorable outcome. 2. A believer in philosophical optimism. op about technology, more than 60% of the consumers in this category bank online and 36% buy stocks. Consumers in the Generation Next category have been online for a short time but are already very active, spending an average of 5.4 hours per week online. They are entertainment-focused in both their online activities and purchases, and they are the most likely to consider price an issue when buying online. Future Buyers have been online less than two years and are not yet making online purchases. Their trust in the medium is low and their need for products is only moderate. But this segment will grow quickly as they overcome concerns about security and discover the convenience of online shopping. Finally, the Shopping Hold-Outs, who make up 40% of Europe's online population, have no plans to start shopping online in the next six months. Although they do not differ much in demographic profile A demographic or demographic profile is a term used in marketing and broadcasting, to describe a demographic grouping or a market segment. This typically involves age bands (as teenagers do not wish to purchase denture fixant), social class bands (as the rich may want from the Pioneer Internetters, they differ strongly in their attitudes toward the Net. &uot;As each of these groups gains experience, trust, and a need for online shopping's benefits, these patterns will shift,&uot; added Reitsma. &uot;Over the next five years, Europe's online population will go mainstream, bringing national characteristics to the Net. Retailers will respond with the diversity shoppers demand. The result will be a distinctly more European Internet, with fashion sites blooming A condition with older CCD devices that causes distortion at the pixel level. It occurs when the electrical charge created exceeds the storage capacity of the device and spills over into adjacent pixels. Newer CCDs incorporate anti-blooming circuitry to drain the excess charge. See CCD. in France and price-comparison sites popping up in the Netherlands.&uot; For the Report &uot;eCommerce Enters Europe,&uot; Forrester surveyed nearly 17,000 consumers in France, Germany, the Netherlands, Sweden, and the United Kingdom about their attitudes, motivations, and financial ability to own or use technology. Despite their small numbers, Europe's online shoppers are highly satisfied, with 90% indicating that they will purchase online again in the near future. Forrester Research is a leading independent research firm that analyzes the Internet and emerging technologies and their impact on business, consumers, and society. Forrester's &uot;Whole View&uot; of the Internet economy The Internet Economy refers to conducting business through markets whose infrastructure is based on the Internet and World-Wide Web. An Internet economy differs from a traditional economy in a number of ways, including: communication, market segmentation, distribution costs, and price. enables clients to weave together Internet commerce initiatives and corporate systems to satisfy the changing needs of customers. Clients receive continuous research and analysis through Forrester's unique eResearch(TM) Reports, an array of advisory services advisory services advisory services provided to the public, in their capacity as owners and managers of animals, are an important part of veterinary science. They may be provided by government bureaux, by commercial companies who deal in pharmaceuticals or animals or animal , and topical topical /top·i·cal/ (top´i-k'l) pertaining to a particular area, as a topical antiinfective applied to a certain area of the skin and affecting only the area to which it is applied. top·i·cal adj. events. Established in 1983, Forrester is headquartered in Cambridge, Mass. Forrester's European Research Centers are located in Amsterdam, Netherlands and London. Additional information about Forrester Research can be found at www.forrester.com. eResearch and PowerRankings are trademarks of Forrester Research, Inc. |
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