European Internet users have fully made the transition from online window shopping to online buying, according to new research published by the European Interactive Advertising Association (EIAA). The EIAA Mediascope Europe 2006 Study, managed by SPA and conducted by Synovate, finds 78 percent of European Internet users shop online, and within a six-month period spend an average of 750 euros, and buy an average of 10 items online—an increase of 11 percent from 2005 to 2006. Online shoppers in the United Kingdom lead the pack in buying the most goods online, while Norwegian shoppers spend the most money.
The chart at right shows how the number of items purchased and the amount spent online break down by country.
—Lisa Yorgey Lester
