Men shoppers are the future

According to ‘Europe’s Online Shopper’ research by CB Richard Ellis (CBRE), 40% of Europe's consumers shop online, and male shoppers are pushing the numbers with their purchases online. The study launched at the World Retail Congress in Berlin

says men will replace women as the online shoppers of the future.

Surveying 10,000 shoppers, with the study CBRE explored the relationship between online and in-store shopping. They researched the take-up rates and popularity of shopping online across various sectors, and similarity or diversity in attitudes to online shopping across 10 European countries. Further more, the impact of mobile technology and social media is taken into account.

Highlights of the report include that while women have driven in-store shopping, men shop nearly twice as often online as women. This comes down to once every 2,5 weeks versus once a month. Consumers in Germany, Sweden and the UK are leading the move into purchasing clothing and footwear online, respectively 16%, 14%, 12% respectively. Western Europeans shop online the most, Russians the least. Regionally, differences are driven by broadband access levels and cultural differences. Young people are deterred by delivery charges and difficulties in returning items when buying online.

Over the last years, fashion brands have been developing their online activity through social media with exclusive releases and catwalk showcases. Remarkably, the study shows that social media currently has little impact in the decision making process when shopping online, while purchasing via mobile phones has yet to take off.

The CBRE’s report includes country-by-country shopper profiles, demographic trends and observations on future strategies for retailers. The CBRE research took place between May and June 2011, in 10 European countries including UK, France, Germany, Sweden, Spain, Italy, Poland, Belgium, Hungary and Russia.