Germans have more trust in online buying
Germany has got the biggest number of Internetusers in Europe, more than UK or France. However, Germans seemed to be more reluctant than other countries when it comes to buying online. According to research done by the GfK Group in 2008 Germans found more trust and started buying more online.
In 2008 Germans spent 13,6 million euros, almost 2 million more than the year before. A lot of this money was spent mostly by men. 89% of Germany’s male Internet users above the age of 16 shopped online, 87% of them women.
The German culture was never one of really wanting to buy products online. Also they were hesitant towards security issues. eMarketer wrote a report on the growth in 2008 and concluded: "“Consumers in Germany have largely overcome their reluctance about buying online".
According to the “Digital World, Digital Life” report Germans are now the biggest online spenders worldwide with 73% of the online population buying online. In Europe they are followed by the UK (66%), Denmark (59%) and France (58%).
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