The majority of home and office internet users in the UK, Germany and Sweden visited retail websites in the second week of December, while those in France, Denmark and Spain shopped online during the first week, Internet research company Jupiter MMXI revealed in its weekly internet analysis.
More than one in three internet users in the UK and Germany visited online stores in the first two weeks of December, according to internet analysts at Jupiter MMXI.
Company president Arielle Dinard said more people in mature internet markets in Europe were now shopping online.
‘The seasonal patterns shown in our analysis of weekly internet usage indicate that Europeans are integrating the Internet into their everyday life,’ Dinard added.
But the analysis also revealed a drop in the numbers of people going to internet retail sites at the end of December. Noah Yasskin, European research director at Jupiter explained this trend:
‘The decline of people going to retail sites at the end of December shows that they were worried about gifts arriving after Christmas.’
However, he added, despite this drop, usage rates remained high and people were expected to continue buying after the Christmas rush.
Yasskin predicted that online retailers, who provided the greatest convenience combined with competitive prices would acquire thousands of loyal customers, while those that could not deliver would struggle to catch up to industry leaders.
The most visited sites in the UK over Christmas were amazon.co.uk, followed by amazon.com, argos.co.uk, and the online arms of high-street retailers Tesco and Dixons.
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