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Chapter 4 E-environment 205

E-mail Research Post to Sell at auction Favoured
offline a forum information
Search purchases Download source
engines e.g. travel, car Buy at auction software
Frequent
Surfing Make small More frequent Visit high-
low-involvement higher-value government involvement
purchase purchases sites purchases

activity Fast: simple search Medium: research
or decisions
of for complex
decisions
Amount Slow: technically

complex or
financially risky
Time

Figure 4.4 Development of experience in Internet usage

who online 59% 46%
shoppers products/service 42% 41% 38% 38%

online 27% 27% 25% 22% 19% 15% 15% 14% 14% 14%

of
% bought
DVDs
Mobile Phones
Insurance
Concert/Theatre/Festival Tickets
Computer Games
Travel Tickets Books Holidays Electrical Goods Cinema tickets Music Downloads Toys Home Furnishings Sports Equipment
CDs
Clothes

Variation in purchase rates of online products and services in Europe
Figure 4.5 Source: European Interactive Advertising Association (www.eiaa.net), Mediascope
Eupore 2008