21.09 DSM Final Report PDF

Provision of two online
consumer surveys as support

and evidence base to a
Commission study:
Identifying the main cross-border obstacles to the
Digital Single Market and where they matter most
Final report
GfK Belgium
September 2015
Justice and
Justice
Consumers
and Consumers
EUROPEAN COMMISSION
Produced by Consumers, Health, Agriculture and Food Executive Agency (Chafea) on behalf of:
Directorate-General for Justice and Consumers

Directorate E Consumers
Unit E1 Consumer Markets
Contact: Konstantinos Zisis
E-mail: JUST-CONSULT-E1@ec.europa.eu
European Commission
B-1049 Brussels
EUROPEAN COMMISSION
Provision of two online

consumer surveys as support
and evidence base to a
Commission study:
Identifying the main cross-border obstacles to the
Digital Single Market and where they matter most
Final report
Directorate-General for Justice and Consumers

EU Consumer Programme (2014-2020)
2015
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Luxembourg: Publications Office of the European Union, 2015
PDF
ISBN 978-92-79-50511-9
doi: 10.2838/867089 DS-01-15-590-EN-N
European Union, 2015

Reproduction is authorised provided the source is acknowledged.
TABLE OF CONTENT
1
INTRODUCTION ........................................................................................ 9
1.1
Report structure ................................................................................ 9
1.2
Introduction ................................................................................... 10
1.3
Objectives ...................................................................................... 12
1.4
Methodology ................................................................................... 14
1.5
Core survey ........................................................................ 14
1.4.2
Clickstream survey .............................................................. 16
Markets surveyed and description of socio-demographic

categories ...................................................................................... 18
1.5.1
Markets surveyed ................................................................ 18
1.5.2
Socio-demographic categories: definitions .............................. 20
ONLINE PURCHASE, USAGE AND ACCESS FREQUENCY ACROSS THE

EU28 ..................................................................................................... 23
2.1
Tangible goods and offline services .................................................... 23
2.2
Online services ............................................................................... 30
2.3
Digital content ................................................................................ 38
ORIGIN OF ONLINE PURCHASE AND ACCESS ACTIVITY ................................ 47

3.1
3.2
Digital content ................................................................................ 52
3.3
Origin of latest online purchase ......................................................... 57
3.4
Actual versus claimed cross-border purchase behaviour ....................... 60
3.5
The flow of cross-border online buying and access activity: geomapping analysis ............................................................................ 66
ONLINE SPENDING .................................................................................. 86

4.1
1.4.1

4.1.1
Total spending .................................................................... 87
4.1.2
Domestic versus cross-border spending .................................. 91
4.1.3
Proportions of total spending on tangible goods and

offline services .................................................................... 97
4.2
Online services ............................................................................. 102
4.3
Digital content .............................................................................. 106

4.3.1
Total spending .................................................................. 106
4.3.2
Domestic vs. cross-border spending ..................................... 111
4.3.3
Proportions of total spending on digital content ..................... 114
4.4
Spending on respondents latest online purchase............................... 119
4.5
The total estimated value of the Digital Single Market ........................ 129
LATEST PURCHASE AND ONLINE PURCHASE JOURNEY ............................... 135

5.1
Online and offline purchase behaviour.............................................. 135
5.2
Online and offline purchase behaviour.............................................. 140
5.3
Time spent on most recent online purchase ...................................... 149
5.4
Type of product most recently purchased online ................................ 153
5.5
Website, appstore or app used for latest online purchase ................... 154
5.5
Payment methods and shopping devices .......................................... 160
5.6
Delivery of the product .................................................................. 167
DRIVERS AND BARRIERS TO (CROSS-BORDER) E-COMMERCE .................... 173

6.1
General drivers of online purchase behaviour .................................... 173
6.2
Perceived barriers to (cross-border) e-commerce .............................. 178
6.3
6.4
7
Barriers to buying products online in country of

residence .......................................................................... 179
6.2.2
Barriers to buying products online cross-border ..................... 185
6.2.3
Comparison between domestic and cross-border

barriers to online purchase behaviour................................... 192
Barriers and drivers of cross-border purchase behaviour:

regression analysis ........................................................................ 193
6.3.1
Drivers of cross-border purchase behaviour inside and

outside the EU................................................................... 194
6.3.2
Barriers to cross-border purchase behaviour inside and

outside the EU................................................................... 197
6.3.3
Drivers and barriers of the intensity of cross-border

spending OLS regression.................................................. 198
Consumer rights awareness and traders compliance ......................... 206
PROBLEMS AND COMPLAINTS ................................................................. 217

7.1
6.2.1
Problems encountered ................................................................... 218

7.1.1
Problems encountered per surveyed market .......................... 223
7.1.2
The origin of problems encountered ..................................... 224
7.1.3
Type of problem encountered .............................................. 229
7.2
Actions taken after encountering a problem ...................................... 235
7.3
Satisfaction with complaint handling ................................................ 238
CASE STUDY: CLICKSTREAM SURVEY IN BELGIUM AND POLAND ................. 240

8.1
8.2
8.3
The origin of the online landscape in Belgium and Poland ................... 240
8.1.1
Definitions and interpretation of clickstream data tables ......... 240
8.1.2
Clickstream activity on e-commerce websites in Poland

and Belgium...................................................................... 242
8.1.3
Origin of online touchpoints visited in Belgium ...................... 244
8.1.4
Origin of online touchpoints visited in Poland ........................ 246
8.1.5
Origin of online touchpoints: Belgium versus Poland .............. 247
Online Activity in Belgium and Poland .............................................. 248

8.2.1
Definitions of online activities or user activities ...................... 248
8.2.2
Online Activity (User Activity) on online touchpoints

visited in Belgium .............................................................. 249
8.2.3
Online Activity (User Activity) on online touchpoints

visited in Poland ................................................................ 250
8.2.4
Online Activity (User Activity) on online touchpoints:

Belgium versus Poland ....................................................... 251
Online purchase behaviour in Belgium and Poland ............................. 251

8.3.1
Scope: Researched products and services ............................. 251
8.3.2
Purchase behaviour for tangible goods and offline

services .......................................................................... 252
8.3.3
Usage of online services ..................................................... 255
8.3.4
Access and purchase behaviour for digital content ................. 256
8.3.5
Perception of domestic and cross-border purchase

behaviour ......................................................................... 257
8.3.6
Actual versus claimed cross-border purchases in

Belgium and Poland ........................................................... 258
8.3.7
Drivers for domestic and cross-border online purchases ......... 261
8.3.8
Search activities before the online purchase .......................... 265
8.3.9
Reasons for choosing a specific website to complete an

online purchase ................................................................. 266
8.3.10 Problems experienced with online purchases ......................... 269

8.3.11 Reasons for not completing online purchases ........................ 271
9
CONCLUSION ........................................................................................ 275
10
ANNEX I EXTENDED SURVEY METHODOLOGY ......................................... 279

10.1 Part 1: Core Survey ....................................................................... 279
10.2 Part 2: Clickstream Survey ............................................................. 309
11
ANNEX II - WEIGHTING.......................................................................... 322
12
ANNEX III RESPONDENT PROFILE ......................................................... 325

12.1 Level of urbanisation ..................................................................... 325
12.2 Financial situation ......................................................................... 326
12.3 Frequency of travelling abroad ........................................................ 327
12.4 Level of education ......................................................................... 329
12.5 Foreign language skills ................................................................... 331
12.6 Level of internet usage .................................................................. 335
13
ANNEX IV - DATA CLEANING ................................................................... 337
14
ANNEX V - TABULATIONS ....................................................................... 338
Abstract
The present report was based on data collected within the scope of a wider
investigation that feeds into one of the Commissions top priorities: to create a
borderless Digital Single Market (DSM) across Europe. The Commissions DSM
strategy for Europe, announced on May 6, 2015, aims to provide better access to
tangible and digital goods and services, to create the right environment for the
development and commercial success of digital innovation, and to maximise the
growth of the digital economy across the EU28. As support and evidence base,
two surveys of online consumers were carried out, looking particularly into their
purchase activity for 12 types of tangible goods and offline services (e.g. clothes,
travel services), usage of 4 types of online services (e.g. communication services)
and access to 8 types of digital content (e.g. e-books). These included a core
survey (covering online consumers from all EU28, Norway and Iceland) and a
clickstream survey (targeted to online respondents from Belgium and Poland only
who had expressed the intention to make at least one immediate online
purchase). The main objectives of the study were: 1) to examine the current
state of play of cross-border e-commerce in the EU28 and 2) to identify the main
drivers and barriers to the proper functioning of a DSM across the EU.
Introduction
1.1 Report structure

This report is comprised of 8 main chapters that describe respondents online
purchasing and spending across the EU28 for 3 distinct market categories
(tangible goods and offline services ordered online, online services and digital
content) and discuss the drivers and barriers to cross-border e-commerce. The
report is based on both online survey data and clickstream data collected within
the scope of a wider Commission goal to determine and analyse the main crossborder barriers to the Digital Single Market (DSM) in depth and estimate the
overall impact of removing such barriers. The main topics covered in each
chapter are summarised below.
Chapter 1 gives an introduction to the study, its objectives, and how it fits into
the context of the Commissions strategy to create a fully integrated DSM across
the EU28. It also provides an overview of the two surveys conducted, the
methodology and analysis used, and the overall structure of the report.
Chapter
provides
general
overview
of
EU28
respondents
online
purchase/usage frequency over the past year in the three broad market
categories surveyed, as well as in the 24 specific types of goods and services
within all 3 categories. Differences between socio-demographic groups, markets,
and countries are discussed in detail.
Chapter 3 focuses on the differentiation between the frequency of domestic and
cross-border online purchases/usage and is structured similarly to Chapter 2,
with breakdowns by socio-demographic groups, market and country. This chapter
also explores respondents awareness as to whether their online purchases take
place with a domestic or foreign seller and looks at the implications this might
have for the current state of play of the DSM. The chapter includes a visual mapbased examination of the flow of reported cross-border purchases/access across
the EU28 at country level.
Chapter 4 explores respondents actual online spending over the past year. It
draws on socio-demographic, market and country comparisons of total spending
and cross-border spending (within and outside the EU). It also reports on
estimated domestic spending and cross-border spending as a proportion of total
spending. It further provides an estimate of the total current value of the
domestic and cross-border Digital Single Market within the EU28 and the share of
each of the 3 market categories described above.
Chapter 5 focuses on respondents latest online purchase and the actual online
purchase journey. It covers a number of issues with online purchases such as
type of good/service/content bought, type of website used, amount spent, prepurchase research attitudes, payment methods and electronic devices used, as
well as delivery options preferred, and the role of physical shops.
Chapter 6 discusses consumer attitudes towards domestic and cross-border ecommerce. It focuses on the actual and perceived drivers and barriers that are
currently strengthening or hindering the development of a fully functioning Digital
Single Market across the EU28. In addition to basic cross-break comparisons, it
explores these topics by discussing several logistic regression analyses of the
drivers and barriers to cross-border online purchasing.
Chapter 7 reports on the types of problems experienced with online purchases
within the 24 markets surveyed. It elaborates on problem categories, problem
origin, actions taken and respondent satisfaction with complaint handling.
Chapter 8 presents a case study, based primarily on the results of a Clickstream
survey which was conducted in Belgium and Poland with consumers who
expressed the intention to make online purchases within a certain timeframe. It
reports on respondents online purchase and detailed browsing activity, drawing
comparisons between the two countries. Core survey findings are discussed and
compared for validation with the objective clickstream data collected.
1.2 Introduction
The global impact of digital technologies on every aspect of the economy and
society is indisputable. They have changed and continue to shape the way we
communicate and perform everyday tasks, and nowhere is this truer than in the
consumer environment. At the heart of the current political strategy of the
European Commission lies the objective to embrace the digital revolution in order
to secure Europes digital future. The Commission aims to build upon the
advantages of the digital technology in order to create growth and increase
Europes competitive power and economic position in the global marketplace.
More specifically, one of the Commissions top priorities for the coming years is to
10
create a border-free Digital Single Market (DSM) across Europe. E-commerce is

growing rapidly in the EU at an average annual growth rate of 22%, surpassing
EUR 200 billion in 2014 and reaching a share of 7% of total retail sales 1. If ecommerce was to grow to 15% of the total retail sector and Single Market
barriers were eliminated, total consumer welfare gains would reach around 204
billion, an amount equivalent with 1.7% of EU GDP 2. Moreover, a recent (2014)
study commissioned by the European Parliament 3 referred to the Digital Single
Market bringing a potential efficiency gain of approximately 260 billion euro per
year4. This will be possible by increasing the choice of goods and services offered
online and by promoting competitiveness that will, in turn, increase efficiency for
businesses and offer lower prices for consumers.5
The DSM strategy, which was officially announced on May 6, 2015, is based on
three pillars6:
1) provide better access to tangible and digital goods and services for both
consumers and businesses;
2) create the right environment for the development and commercial success
of digital innovation; and
3) maximise the growth of the digital economy across the EU28.
Working towards the successful establishment of these three pillars, the
Commission is currently identifying barriers to the proper functioning of the DSM7
and to cross-border e-commerce in particular. This will be accomplished by
meaningful statistical analysis of both primary and secondary data in order to
understand the actual experiences of both businesses and consumers. Using
multiple data sources, the main cross-border barriers will be examined in
depth, identifying products, actors and economic sectors where these barriers
have the biggest impact. Furthermore, the Commission aims to estimate the
Duch-Brown, N. and Martens, B., 'The European Digital Single Market', JRC/IPTS Digital Economy Working Paper,
forthcoming 2015
Consumer market study on the functioning of e-commerce and Internet marketing and selling techniques in the retail of goods,
Civic Consulting (2011),
http://ec.europa.eu/consumers/consumer_evidence/market_studies/e_commerce/index_en.htm
European Parliamentary Research Centre (2014), "Mapping the cost of non-Europe, 2014-19 ".
http://www.europarl.europa.eu/the-secretary-general/resource/static/files/files/mapping-the-cost-of-non-europe--march-2014.pdf
4
European Parliamentary Research Centre (2014), "Mapping the cost of non-Europe, 2014-19 ".
http://www.europarl.europa.eu/the-secretary-general/resource/static/files/files/mapping-the-cost-of-non-europe--march-2014-.pdf
5
Duch-Brown, N. and Martens, B., 'Consumer Benefits from the EU Digital Single Market: Evidence from Household
Appliances Markets', JRC/IPTS Digital Economy Working Paper No 2014-03, 2014 it is estimated that consumer surplus
from e-commerce in household appliances could reach EUR 34 billion or 0.3% of EU-27 GDP
COM (2015) 192 final http://ec.europa.eu/priorities/digital-single-market/docs/dsm-communication_en.pdf
The DSM is also a top priority for the European Council as well as the European Parliament as reported in the Annual Growth
Survey 2015 COM (2014) 902 final.
11
overall impact of removing such barriers to the DSM under different

scenarios/conditions of economic growth, employment and consumers' surplus.
Within this context, the overall objective of the present study is to help identify
the main barriers to unifying the 28 individual online markets across the
European Union into a single market. It approaches the topic from a purely
consumer perspective, relying on insights from two distinct data sources: online
consumer survey data
and
observed clickstream
behaviour
(to be
discussed in detail in the next section). The findings of the study will feed into the
Commissions wider investigation into the obstacles to a true Digital Single Market
in the European Union.
1.3 Objectives
Digital technologies are evolving at an incredible pace, which is reflected in the
urgency with which the European Commission adopted the DSM strategy and
announced further legislative actions. Describing the current state of play of the
digital markets across Europe will shed light on the relevance and potential
impact of a number of key regulatory actions that the Commission is currently
planning to take. The first specific aim of the present study was to construct a
complete and comprehensive picture of European consumers domestic and crossborder purchase/usage/access behaviour on the internet. In order to address this
question, three broad market categories were examined across the EU28, Norway
and Iceland: tangible goods and offline services ordered online (e.g.
clothing, travel services), online services (e.g. social networks) and digital
content (e.g. e-books). More specifically, the frequency and scope of online
purchase/usage behaviour and online spending over the past year in each country
were explored. Particular emphasis was placed on distinguishing between online
domestic and cross-border purchase/usage/access behaviour and spending
patterns.
Tearing down the existing regulatory walls across the EU28 would allow for goods
and services to circulate and be accessed online by consumers under fair
conditions and a high level of consumer protection. An important step towards a
fully functioning Digital Single Market is to identify the main barriers to the proper
functioning of the DSM. As part of the broader investigation by the Commission 8,
the second specific objective of the present study was to identify current actual
Based on the three objectives of the European Commission outlined above.
12
and perceived barriers to cross-border e-commerce, the main sectors where

these barriers occur and how they differ between the Member States. In
exploring this issue from a consumer perspective, the study looked at perceptions
and behavioural motivations that drive or impede cross-border and domestic
purchase/usage behaviour on the internet.
Under the three pillars of the Commissions DSM strategy, 16 key actions were
communicated. A number of these actions, particularly under the first pillar, are
relevant to the context of this study, including those that aim to: modernise and
simplify consumer rules for online and digital purchases; ensure more efficient
and affordable parcel delivery; remove unjustified geo-blocking; and increase
personal data protection online across the EU. Throughout this report, the
findings are discussed in the context of relevant key actions and their potential
impact on the successful implementation of the DSM strategy.
Using the data from the two surveys, the Commission is also keen to examine the
evolution in e-commerce and cross-border e-commerce over time since 2011,
when a related study on E-Commerce was conducted9. It is important to note that
the Commission has already used part of the data collected in the scope of the
present study in the analysis and evidence Staff Working Document 10 that fed
into the general DSM strategy announced in May 6, 2015.
The Commission services will in parallel use the information obtained in this
study in combination with other data sources on consumer behaviour and on the
behaviour of online services suppliers (DSM business survey) to construct an
overall picture of the online Digital Single Market in the EU and investigate
objective and subjective obstacles to increased online activity, including crossborder activity in the DSM. (Source: Tender Specifications)
Consumer market study on the functioning of e-commerce and Internet marketing and selling techniques in the retail of goods,
Civic Consulting (2011), final Report for DG SANCO.
http://ec.europa.eu/consumers/archive/consumer_research/market_studies/docs/study_ecommerce_goods_en.pdf
The 2011 DG SANCO consumer survey on E-commerce was the only source of information on consumer online spending
available until now, which allows re-constructing a comprehensive picture of online domestic and cross-border expenditure in
the EU28.
10
13
SWD (2015) 100 final http://ec.europa.eu/priorities/digital-single-market/docs/dsm-swd_en.pdf
1.4 Methodology
The European Commission is keen to gain a better understanding of consumers
behaviour online and has currently identified three sources that can generate
data on online consumer behaviour: page views on websites, clickstream data
from online consumer panels, and consumer surveys 11. This study focused on the
collection and preliminary analysis of data from the last two sources, which are
discussed in more detail below:
1. Clickstream data from online consumer panels. Clickstream data
gives very detailed insights into clicks and time spent on different types of
website, language and country market focus of the website. Moreover,
there is always the possibility to combine clickstream with consumer sociodemographic and economic profile data. The disadvantage is that
collecting this type of data requires careful coordination and incurs high
material
costs.
Therefore,
the
tracked
consumer
sample-sizes
are
relatively small and it is difficult to cover the majority of EU28 Member

States.
2. Consumer surveys. In comparison to data from page views and
clickstream, consumer surveys are less reliable ways to measure actual
consumer behaviour. On the other hand they can be used to measure
behavioural and attitudinal variables that cannot be measured otherwise,
including amounts spent and perceptions of risk12.
Combining insights from clickstream data with online survey data provides a
richer preliminary overview of the drivers and impediments to domestic and
cross-border e-commerce, than either approach could achieve alone. Clickstream
data can validate (or challenge) the results obtained via the online survey
methodology and integrating insights from the two data sources facilitates the
examination of the findings in the context of the key regulatory actions the
Commission has set out to deliver. The two research methods employed in the
current study are briefly outlined in the following two subsections.
1.4.1 Core survey
The Core survey is a standard online consumer survey measuring respondents
attitudes and self-reported behaviour. It explored several dimensions of domestic
and cross-border e-commerce in the EU28 in order to provide a clear overview of
11
As specified in the studys Terms of Reference (page 9).
12
The Flash Eurobarometer 397 report provides some information on subjective consumer perceptions, but without links to
products bought, expenditure or websites visited: (to be published in September 2015)
14
the current state of the DSM across the European Union. The main findings from
the Core survey are presented in Chapters 2 through 7. In the first part of the
survey, respondents were asked to provide details about the frequency of their
purchases/usage/access
of
goods/services/content
online,
their
shopping
activities within the 3 different product categories and overall spending over the
past 12 months. Secondly, the Core survey focused on respondents attitudes
(devices used, payment methods, languages used), as well as on drivers and
barriers to domestic and cross-border online buying. Thirdly, it inquired
specifically about respondents latest online purchase and the types of problems
faced while attempting to complete an online purchase, followed by complaint
handling and consumer satisfaction.
The online survey was conducted using online panels in the 28 Member States, as
well as in Norway and Iceland. Considering that the survey was carried out using
an online panel methodology, all panellists were eligible to take part. The
questionnaire took approximately 20 minutes to complete.
A total of 23,599
respondents who had been active online in the past 12 months were
surveyed online over the course of the study across the 30 countries. In total,
22,848 questionnaires were completed by consumers residing within the 28 EU
Member States13.
In order to ensure the socio-demographic representativeness of respondents, a
sample was drawn at random from the online population using existing online
panels. Survey data was weighted post-fieldwork in order to reflect the online
population per country as accurately as possible. Specifically, the age and gender
distribution weighting targets were based on two types of Eurostat data14:
1. the general EU population aged 18 to 74; and
2. the proportion of the general population aged 18 to 74 who had used the
internet in the past 12 months.
The age and gender distributions were broken down and applied per country (see
Annex II, Table II.1). To report on EU28 total data, the sample was further
weighted by the size of each Member States online user population aged 18 to
74 (see Table II.2)15.
The main phase of fieldwork began in Belgium and Poland (the two priority
countries where the Clickstream survey took place) in the beginning of February
13
An extended account of the Core survey methodology can be found in Annex I
14
Data from http://appsso.eurostat.ec.europa.eu/nui/show.do?dataset=isoc_ci_ifp_iu&lang=en
15
For more information on the applied weighting methodology, please refer to Annex II
15
and in the remaining 28 countries in mid/late-February. Fieldwork was completed

by March 5, 2015 for all countries.
1.4.2 Clickstream survey
The
Clickstream
survey
was
targeted
exercise
focused
on
recording
respondents online usage and purchase behaviour over a period of 2-3 weeks.
The clickstream data complements the consumer survey data, providing a
measure of actual behaviour to support or challenge reported behaviour data
from the Core survey. For example, the frequency of reported cross-border
versus domestic purchases identified in the Core survey can be compared to
clickstream data on the duration of online visits to cross-border versus domestic
websites.
After careful consideration of the projects specific focus on online (cross-border)
purchase behaviour, Belgium and Poland were selected as the two Member States
to conduct the Clickstream survey in. This selection was made after taking into
account available data on the geographical spread, economic situation and
differences in consumer online behaviour across the EU28. In particular, Belgium
and Poland differ substantially on these three crucial aspects the proportion of
consumers who carry out cross-border purchases online, the level of disposable
income, and their geographic location. It was therefore deemed interesting to
survey these two countries as they represent a different context within the EU28
and will allow for meaningful comparisons to be drawn. Table 1 briefly expands
on the differences between Belgium and Poland that are relevant to the present
study.
Table 1 Rationale behind country selection Clickstream survey
Country Rationale for selection
High level of cross-border purchasing: interesting to explore the diversity

of cross-border cases (bilingual country with a list of varying neighbouring
Belgium
countries to shop from)
Representative of a Western, EU15 country
GDP per capita higher than EU28 average, thus consumers have more
disposable income
Low level of cross-border purchasing: interesting to explore reasons for

barriers to cross-border e-commerce
Poland
Representative of an Eastern, EU13 country
GDP per capita lower than EU28 average, thus consumers have less
disposable income
16
The Clickstream survey was an activity tracking exercise, where respondents

allowed their online activity to be recorded by GfKs custom LeoTrace add-on, a
software tool designed to record online browsing activity via integration with the
respondents default browser. The objective of the Clickstream survey was to
collect extensive data on the online activity of 1000 respondents (500 in each
country) for a minimum period of 2 weeks. All respondents who participated in
the Clickstream survey were required to complete the Core survey in order to
allow for even better integration of the obtained results.16
Respondents were pre-selected based on a screener survey, where they reported
their intention to make an online purchase in the coming weeks. In order to
generate valuable insights in assessing respondents online behaviour, two
sources of data were combined: observed clickstream data, and online survey
data (weekly diaries from the Clickstream survey as well as responses to the Core
survey). The raw clickstream data collected represents respondents online
activity in practice and was supplemented by consumer insights obtained via
weekly
diary
surveys.
The
weekly
diaries
collected
additional
data
on
respondents actual online purchases completed over the course of the tracking
period. Two weekly diaries were obtained per respondent.
Over 1000 participants were recruited per country with the aim of achieving 500
completed high quality clickstream responses per country. After preliminary data
cleaning, the achieved sample was 506 for Poland and 548 for Belgium. The final
sample was weighted equivalently to the Belgian and Polish sample of the Core
survey, based on the distribution of age and gender within the online population
aged 18 to 74. Recruitment and data collection started at the beginning of
February and lasted approximately 4 weeks in order to ensure each respondents
clickstream activity was tracked for a minimum period of 2 weeks. The visual
below presents how respondents who took part in the two surveys are
interlinked.
16
An extended description of the Clickstream survey methodology can be found in Annex I
17
Links between data sources
Clickstream
behaviour
Clickstream
survey
Core survey
Weekly
Diaries
1.5 Markets
surveyed
and
description
of
socio-demographic
categories
This section briefly summarizes the specific markets surveyed and defines the
cross-breaks used throughout the analysis and reporting.
1.5.1 Markets surveyed
Market comparisons represent a crucial part of this report. Both surveys explored
the purchase/usage frequency and spending for 12 types of tangible goods
and offline services, 4 types of online services and 8 types of digital
content. In the Core survey the questions surveyed a specific period over the
past year while in the Clickstream survey the maximum surveyed period was
limited to 4 weeks. Table 2 provides an overview of the 3 market categories and
the 24 specific types of products surveyed within the scope of the study:
18
Table 2 Overview of categories and markets surveyed
Categories
Clothing, shoes & accessories
Travel services
Electronics & computer hardware
Books
Online reservations of offline leisure
Tangible goods
event tickets, restaurants
and offline
Electrical household appliances
services
Cosmetics & healthcare products

Non-electrical household goods & interior design
Music & film
Computer games and software
Toys & childcare articles
Sports & outdoor equipment
Communications services
web-based email (Hotmail, Gmail, etc.), texting/phoning over the Internet (e.g.
WhatsApp, Viber), making video calls via a webcam over the Internet (e.g. Skype) etc.
Social networks
Online services
Facebook, Twitter, Instagram, LinkedIn, dating sites, etc.
Web-based software applications

e.g. Google Docs, Office 365
Storage and transfer of files

e.g. Dropbox, iCloud
E-books
Music
Films & TV series
Games
including in-game purchases
Digital content
Live events
e.g. sports, concerts etc.
Other video content

e.g. Educational, entertainment etc.
Online news services

newspapers, magazines, blogs etc.
Software
including apps
19
1.5.2 Socio-demographic categories: definitions

Comparisons throughout the report are based primarily on socio-demographic
variables and some additional cross-breaks related to respondents online
activity. Full comprehensive tables with these breakdowns based on data from
the Core survey can be found in Annex V and are frequently referred to in all
chapters. In order to facilitate the readers understanding, the different levels of
socio-demographic cross-breaks and the additional cross-breaks computed are
listed below. Definitions, specific categories/levels and the methods used to
compute them are also provided where needed. 17
1. EU Region comparisons based on regional differences, specifically
between all countries that belong to:
a. EU15 - Austria, Belgium, France, Germany, Denmark, Ireland, the
UK, the Netherlands, Spain, Italy, Luxembourg, Portugal, Sweden,
Finland and Greece
b. EU13 - Latvia, Lithuania, Estonia, Poland, Bulgaria, the Czech
Republic, Slovakia, Slovenia, Romania, Hungary, Croatia, Cyprus
and Malta
2. Gender comparisons based on a breakdown of gender:
a. Male
b. Female
3. Age comparisons based on a breakdown of age into five age groups:
a. 18-24
b. 25-34
c. 35-44
d. 45-54
e. 55+
4. Education comparisons between the highest levels of education
attained based on three education levels:
a. Primary or partial secondary (low)
b. Completed secondary (medium)
c. (Post)graduate (high)
5. Making Ends Meet comparisons based on the extent to which
respondents find it easy or difficult to make ends meet, a proxy used to
estimate financial situation. Comparisons according to financial situation
were based on four levels:
17
For a description of respondents general profile based on socio-demographic characteristics, please refer to Annex III
20
a. Very difficult
b. Fairly difficult
c. Fairly easy
d. Very easy
6. Level of Urbanisation comparisons based on a breakdown of three
groups of respondents living in a:
a. Metropolitan area
b. Town/urban area
c. Rural area
7. Frequency of Travel comparisons based on three levels of yearly
travel frequency to other countries for work or leisure:
a. Daily to at least a few times a year
b. At least once a year
c. Less than once a year or never
8. Online Activity comparisons based on the type of online activity that
respondents reported undertaking in the past year. This cross-break
consists of five separate categories that indicate the proportion of
respondents who:
a. Bought tangible goods or offline services
b. Paid for online services
c. Used online services
d. Paid for digital content
e. Accessed digital content
9. Purchase/usage Frequency comparisons based on respondents
reported purchase frequency for tangible goods and offline services, and
their reported usage frequency of online services and access to digital
content over the past year. Responses for all three market categories were
taken
together
to
compute
overall
purchase/usage
frequency. 18
Throughout the report, we refer to respondents average purchase/usage

frequency per surveyed market. In order to draw meaningful comparisons,
the sample was split into four equal quartiles based on level of
purchase/usage frequency:
a. Very low users
b. Low users
c. High users
18
Answers to the frequency questions in all three market categories were recoded as follows: At least once in the last 12
months=1; At least once every three months=4; At least once a month=12; At least once a week=52; At least once a day=365.
Purchase/usage frequency was then computed as the mean of all 24 markets surveyed.
21
d. Very high users

10. Segmentation of tangible goods and offline services shoppers this cross-brake refers to a segmentation of respondents who purchased
tangible goods and offline services over the past year into three
categories:
a. Only Domestic respondents who reported having purchased
tangible goods or offline services exclusively domestically
b. Domestic and EU respondents who reported having purchased
tangible goods or offline services both domestically AND crossborder within the EU
c. Domestic, EU and International respondents who reported
having purchased tangible goods or offline services domestically,
cross-border within AND outside the EU over the past year
11. Segmentation of digital content users - this cross-break refers to a
segmentation of respondents who reported having accessed digital content
over the past year into three categories:
a. Only Domestic respondents who reported having accessed
digital content exclusively domestically over the past year
b. Domestic and EU respondents who reported having accessed
digital content both domestically AND cross-border within the EU
over the past year
c. Domestic, EU and International respondents who reported
having accessed digital content domestically, cross-border within
AND outside the EU over the past year
22
Online Purchase, Usage and Access Frequency

across the EU28
Chapter 2 focuses on EU28 respondents online activity over the past 12 months.
It is divided into three sections that report separately on each of the three market
categories: tangible goods and offline services, online services, and digital
content. This chapter presents average frequencies of either purchasing tangible
goods or offline services, using online services or accessing digital content across
all markets within each market category.19 These frequency results are presented
by all socio-demographic cross-breaks defined in Chapter 1, per country, and per
market category.
2.1 Tangible goods and offline services

This section analyses the frequency of online purchases of tangible goods and
offline services over the past year according to socio-demographic factors, per
country and per type of market. The majority of EU online respondents (95%)
reported that they made at least one online purchase in at least one of the 12
surveyed tangible goods and offline services markets over the last 12 months.
Looking at the average purchase frequencies across all 12 types of markets, on
average 59% of online respondents reported that they purchased a tangible good
or offline service in a given market (a range between 46%-76%). Based on the
reported frequencies, 12% made a purchase in the average market at least once
a month and 16% at least once every three months. EU15 respondents were
more likely to report that they had not made a purchase of a tangible good or
offline service (42%) over the past year compared to EU13 respondents (36%).
Regarding the frequency of buying, there are only minor differences between the
two EU regions. The higher penetration of purchases for the EU13 appears
counterintuitive since previous studies show that e-commerce is more developed
in the EU15 compared to the EU13 region.20-21 This could be due to the present
19
Since the purchase, usage and access frequency questions were asked per type of market, to graphically present all gathered
data at market level (per socio-demographics and by country) would significantly increase the length of the report. In order to
prevent this and to facilitate depicting the major trends in the results and interpreting them, data in Chapters 2 and 3 will be
presented as averages per market category instead. Specifically, the percentages reported in both chapters are average
frequencies computed across all types of markets surveyed within each market category: 12 types of markets for tangible goods
and offline services, 4 types of markets for online services, and 8 types of markets for digital content. Please note that due to
the nature of the data the events considered together are not independent since the same respondents were asked to report on
frequencies about a number of different markets.
20
http://www.ecommerce-europe.eu/website/documents/-b2c-ecommerce-europe-report-2015-light99gsuy-q7887qsdq9qdhqd9qdjaknlaknx
21
http://ecommercenews.eu/eastern-europe-grows-faster-than-western-europe/
23
study targeting and being only representative of the online population, which is
smaller in the EU13 compared to the EU15 22. The smaller EU13 online population
could, therefore, consist of a different segment of the total population, that is
more open to and engage more often in online buying.
The largest
differences in purchase frequency between
EU15
and
EU13
respondents were observed for the following markets: cosmetics and healthcare
products (72% in the EU13 vs. 57% in the EU15), electrical household appliances
(70% vs. 59%) and toys and childcare articles (55% vs. 44%). EU15
respondents, on the other hand, were more likely to have booked travel services
online compared to EU13 respondents (69% vs. 63%).
Women (42%) were only slightly more likely than men (40%) to indicate that
they never made a purchase in the average market over the past year, when
results are averaged across all 12 types of markets. However, looking at the
frequencies of purchase behaviour, gender differences remain very small. Taking
a closer look at the cross-breaks per market, some differences were observed
between the two genders, such as sports and outdoor equipment (male: 51%;
female: 41%) and computer games and software (male: 56%; female: 44%)
displaying a higher penetration for male respondents while clothing, shoes and
accessories (female: 81%; male: 71%), and cosmetics and healthcare (female:
68%; male: 53%) displaying a higher penetration for female respondents.
Per average market, respondents aged 25 to 34 were more likely (69%) to have
made online purchases of tangible goods and offline services than the three older
age groups (all between 47% and 64%), but also compared to the youngest
group of 18 to 24 year olds (63%). Similar differences according to age were also
observed in terms of the frequency of purchasing, with the oldest segment of
respondents buying less frequently online. Market penetration for all but one
market was consistently the highest amongst participants in the 25-34 age
group, followed by the youngest (18-24) age group (Tables V.3-V.2923). The
youngest respondents were the most likely to buy games and computer software.
The other three age groups (35-44, 45-54, and 55+) consistently displayed a
lower market penetration for all surveyed types of markets. Younger respondents
tendency to make online purchases of tangible goods and offline services more
frequently is hardly surprising, but it provides a strong indication of the
increasing popularity of the online markets for the near future, as the digital
generation moves into adulthood.
22
http://ec.europa.eu/eurostat/web/products-datasets/-/isoc_bde15cua
23
All tables starting with V can be found in Annex V
24
Differences in the likelihood and frequency of online buying were observed based
on respondents level of education. Respondents who had completed the highest
level of education reported the highest likelihood of online purchases across all 12
markets (65%) per average market, while the difference between respondents
with low and medium levels of education was less pronounced (53% versus
56%). Respondents in a very difficult financial situation were the least likely to
shop online (48%) in a typical average market, when compared to those who
make ends meet very easily (68%). Looking more closely at financial situation
per market, the travel services category was characterised by the largest
difference in market penetration (81% for respondents who reported it was very
easy to make ends meet vs. 47% amongst those who reported it was very
difficult to make ends meet), while toys and childcare articles were characterised
by the smallest difference (49% vs. 38%, full results in Tables V.3-V.29).
Figure 1 Purchase frequency of tangible goods and offline services over the past
year, by socio-demographics (part 1) averaged across all markets
Source: Core Survey Q2a: Over the last 12 months, how many times on average have you used the
Internet to buy or order tangible goods and services? (EU28 N = 22848)
Respondents residing in rural areas were less likely (55%) to have purchased
tangible goods and offline services per average market than respondents residing
in urban (59%) or metropolitan (63%) areas. At individual market level,
differences were most pronounced for travel services (75% of respondents living
25
in a metropolitan zone vs. 67% living in another urban area and 61% of those
living in a rural area). Large differences were identified in the proportion of
respondents reporting having bought tangible goods or offline services over the
past year between very frequent (77%), occasional (65%) and very infrequent
(48%) travellers to other countries. These differences, especially in travelling
frequency, are likely to stem from or be linked to underlying differences in
respondents financial situation. Those respondents who also paid for online
services or for digital content reported a higher penetration on average for
purchases of tangible goods and offline services online (74% each) when
compared to the other 3 online activity groups.
year, by socio-demographics (part 2) averaged across all markets24
Source: Core Survey Q2a: Over the last 12 months, how many times on average have you used the Internet to buy
or order tangible goods and services? (EU28 N = 22848)
The figure below presents purchase frequency data on respondents who made
purchases that were domestic only, and those who also made purchases crossborder within the EU28 (Domestic and EU) or cross-border outside the EU28
(Domestic, EU and International). The clear trend across all 12 types of markets
is that domestic only shoppers of tangible goods and offline services were the
least likely to have purchased these (55% vs. 66% for shoppers who reported
24
Percentages rounded off to 1% are removed from some figures throughout the report in order to improve the legibility of the
figures. Exact percentages can be found in Annex V.
26
domestic and within the EU purchases and 80% amongst those who reported
purchases domestically, within the EU and outside the EU). A similar pattern is
apparent when looking at the frequency of online buying.
year, by consumer segment averaged across all markets
or order tangible goods and services? (EU28 N = 22848).
At country level, respondents from Poland (100%), Slovakia (99%), Germany

(98%) and Austria (98%) were the most likely to have made at least one online
purchase of tangible goods in any of the 12 market types, while respondents
residing in Cyprus (85%) and Portugal (86%) were the least likely to have done
so. The results per country are shown below:
27
Figure 4 Proportion of respondents who made at least one purchase of tangible

goods or offline services over the past year, by country
or order tangible goods and services? (EU28 N = 22848).
The figure below presents the average results for frequency of purchase across all
12 types of tangible goods and services markets per country. Slovakia (76%),
Poland (76%), and the UK (68%) are the top three countries in terms of
likelihood to buy online per average market, with Slovak respondents reporting
the highest proportion of purchases in the first two frequency categories (22% at
least once a week or more frequently). Respondents from Cyprus (37%), Portugal
(39%), and Latvia (39%) were the least likely to have purchased tangible goods
28
and offline services in a given market. In addition, the proportion of respondents

who made at least one online purchase in the last 12 months in a given market
seems to be relatively consistent across all countries.
year, by country - averaged across all markets
29
The most commonly purchased goods or offline services were clothing, shoes and
accessories (76% of all EU28 online respondents), travel services (68%) and
electronics and computer hardware (66%). At the other end of the scale, under
half (46%) of respondents reported purchasing toys and childcare articles or
sports and outdoor equipment in the past year (Table V.3). Shoes and
accessories (with 31% of online respondents making a purchase online at least
once a month), cosmetics and healthcare products and books (each at 24%), as
well as music & film (23%) were the most frequently purchased types of
products. This is not surprising, since these markets are known to be
characterised by a higher purchase frequency in general. It would be interesting
to explore how these frequencies compare between offline and online markets.
year, by market
2.2 Online services

As with tangible goods and offline services, EU13 respondents were more likely to
use online services (80%) than EU15 respondents (70%) when results are
averaged across all types of online services. These differences are reflected in the
average frequency of usage: 43% of EU13 respondents used online services daily
over the past year compared to 34% of EU15 respondents. The findings suggest
30
that the EU15 and EU13 online populations differ substantially in terms of their
online activity. This may partly be explained by the fact that, within the survey
sample, EU13 respondents were younger than EU15 respondents (11% of EU15
respondents and 14% of EU13 were aged 18-24). When results are averaged
across all types of online services, 42% of 55+ respondents never use online
services, compared to 34% of the 45-54 years old, 20% of the 25-34 years old
and 15% of the 18-24 years old.
Daily usage of online services was higher amongst medium and highly educated
respondents (37% for both groups per average market) compared to lower
education respondents (31%). Interestingly, those in a very difficult financial
situation were more likely to be in the two extreme groups in terms of frequency:
39% mention a daily use (compared to 35-36% for the other three groups) and
31% mention never using online services on average (compared to 27-29%
amongst respondents in easier financial situations).
Figure 7 Usage frequency of online services over the past year, by sociodemographics (part 1) - averaged across all markets
Source: Core Survey Q3a: Over the last 12 months, how many times on average have you used the following online
services? (EU28 N = 22848).
Moreover, usage of online services over the past year was higher per average
market for those living in a highly urbanised zone (77%) than for respondents
living in a rural area (65%) although differences in daily usage were small (38%
31
versus 33% respectively). Daily use of online services varied only a little between
frequent (39%) and infrequent travellers (34%) although the likelihood of using
them altogether differed significantly between the two groups: 83% for frequent
versus 65% for infrequent travellers. It was also significantly higher amongst
respondents who paid for such services (88%) and those who reported paying for
digital content online (83%).
Figure 8 Usage frequency of online services over the past year, by sociodemographics (part 2) averaged across all markets
On average (across all 4 types of online services, plus the category other), the
highest penetration of online services was observed in Portugal (85%), Slovenia
(84%), and Malta (83%). Respondents from France (63%), the Netherlands
(63%), and Germany (64%) were the least likely to use online services. Online
services were much more likely to be used on a daily basis compared to digital
content (36% of respondents used online services daily, compared to 17% who
accessed digital content on a daily basis).
32
Figure 9 Usage frequency of online services over the past year, by country -
averaged across all markets
The most commonly used online services were communication services (e.g.
email, Skype), used on a daily basis by 62% of EU28 online respondents,
followed by participation in social networks used daily by over half (53%) of the
sample. In contrast, 38% of all EU28 online respondents had never used web-
33
based software applications in the last 12 months and 45% had not used storage
and transfer of files services at all in the past year.
Figure 10 Usage frequency of online services over the past year, by market
services? (EU28 N = 22848)
Overall, 93% of EU28 online respondents had used at least one of these four
online services in the past year. The following graph provides the overview per
country, showing that usage of any online services ranged from 88% in France to
100% in Malta.
34
Figure 11 Usage of at least one online service over the past year, by country
services? (EU28 N = 22848)
Those respondents who had used online services within the past year were also
asked if they had used paid-for or only free services. Users of web-based
software applications were the most likely to have paid for this type of online
35
service (14%), while users of social networks were the least likely to have paid
for the service (7%)25.
When analysing the differences in usage of and payment for online services
between the four surveyed types of markets, it is notable that younger
respondents use all four significantly more than older respondents (Tables V.63V.73). For example, 75% for those aged 18-24 had used file storage and transfer
in the past year compared to only 38% of those aged 55+ (Table V.68).
Furthermore, the youngest age group is the most likely to have paid for all four
types of online services, with the slight exception of storage and transfer of files
(Tables V.74-V.84).
Figure 12 Paid versus free usage of online services over the past year, by market
Source: Core survey Q3b: How did you use these online services? (EU28 N= variable per category, from 20762 for
communication services to 12604 for other online services)
When analysing these four types of products together, it was calculated that a
fifth (20%) of all EU28 online service users had paid for the use of at least an
online service in the past year. Notably, respondents in Luxembourg (40%) and
Croatia (35%) were the most likely to have paid for at least one online service in
the past year. Icelandic (30%) and Norwegian (27%) respondents were also
25
Percentages add up to more than 100 due to the question being a multiple response one
36
more likely to have paid for such services in the past year. On the contrary, only
12% of respondents from Finland and 13% of those living in Estonia or Latvia
reported paying for at least one online service over the last 12 months.
Figure 13 Proportion of respondents who paid for at least one online service over
the past year, by country
Source: Core survey Q3b: How did you use these online services? (EU28 N= variable per category, from 20762 for
communication services to 12604 for other online services)
37
2.3 Digital content

The third and final category that respondents were asked about was digital
content. This section provides the findings by socio-demographic factors and by
country across the eight types of markets surveyed in this category.
On average across all 8 markets, respondents residing in the EU13 were more
likely (83%) than respondents from the EU15 (67%) to access digital content in a
given market over the past year. Daily access of digital content also differed
significantly between the two regions: 24% in EU13 and 15% in EU15. As
discussed earlier in the chapter, these differences could partly be linked to the
different age distribution between the two regions, based on differences in the
size of their online populations. Only a small difference by gender was observed
with 71% of men versus 68% of women accessing digital content in a typical
market. The youngest age group was the most likely (82%) to access digital
content and had the highest proportions accessing it on a daily basis (25% vs.
only 11% for respondents aged 55+). The most highly educated were more likely
(75%) to access digital content compared to the group with lowest educational
attainment (59%), though levels of daily use did not differ substantially between
the three education levels. Access to digital content over the past year was very
similar across the top three groups in terms of financial situation. Only those in a
very difficult financial situation reported significantly lower access to digital
content (63% per average market) compared to the other three groups, which
were very close to the EU28 level of 70%.
38
Figure 14 Frequency of access to digital content over the past year, by sociodemographics (part 1) averaged across all markets
Source: Core Survey Q4a: Over the last 12 months, how many times on average have you used the Internet to
access the following digital content? (EU28 N=22848)
Furthermore, considering the level of urbanisation and travel frequency, frequent

travellers were the most likely to have accessed digital content per average
market (82% vs. 62% for infrequent travellers), whereas those residing in a
metropolitan area reported accessing digital content more than rural respondents
did (76% vs. 62%). As before, those respondents who paid for online services
and digital content were more likely to report accessing digital content than the
other three groups of respondents (82% and 84% respectively). Detailed results
by socio-demographic characteristics per type of market and per country are
given in Tables V.88-V.105 respectively.
39
Figure 15 Frequency of access to digital content over the past year, by sociodemographics (part 2) averaged across all markets
Looking at the results by country, there is a different pattern when compared to

the other two market categories. The top countries for digital content access are
the three Member States who joined the EU last: Bulgaria (87%), Croatia (86%),
and Romania (85%). In contrast, older Member States from Western Europe such
as the Netherlands (52%), Denmark (59%), and France (60%) show lower
proportions of respondents who accessed digital content on average across all
markets. The daily and monthly access frequencies per country follow a similar
trend.
40
Figure 16 Frequency of access to digital content over the past year, by country
At individual market level, 36% of respondents reported accessing online news

services daily and 83% at least once in the past year. Music also had a very high
overall penetration of 78%, while only 58% of respondents had accessed or
viewed live events and 51% had used e-books in the past year. Online news
41
services were used daily to weekly by 59% of all respondents, while music was
accessed by 45%, other video content by 40%, and films and TV series by 38%
at least up to once a week.
Figure 17 Access frequency of digital content over the past year, by market
Overall, 94% of all EU28 online respondents had accessed at least one of the nine
different types of digital content in the past year (8 types plus the category
other). The following graph provides the overview per country, showing that
usage of at least one of these digital content types ranged from 89% in France
and the Netherlands to 100% in Malta and Croatia.
42
Figure 18 Proportion of respondents who accessed digital content at least once

over the last year, by country
Respondents who had accessed digital content at least once in any of the 8 types
of markets over the past year were also asked if they downloaded or streamed
content, and if this activity was paid-for or free. The most commonly downloaded
paid-for digital content was e-books (28%), followed by games and software
43
(each 21%). The same three types of digital content were also most likely to be
downloaded for free: 90% of all respondents who had accessed digital content
reported downloading software for free over the past year, in addition to 66%
and 65% who downloaded free games and e-books respectively. In terms of
streaming, live events were the most likely category to be streamed at a cost
(28%) or for free (77%) amongst those who accessed this type of digital content,
while a notable proportion of respondents also streamed films and TV series via a
paid-for service (18%) or for free (49%). It should be noted that the percentages
add up to more than 100, as the question allowed for multiple responses. Results
below are depicted according to decreasing percentage of paid downloaded digital
content.
Figure 19 Types of access to digital content over the past year, by market
Source: Core Survey Q4b: How did you access the digital content? (EU28 N= variable per category, from 19914 for
online news services to 11791 for e-books
When analysing these four types of access to digital content together, it was
observed that 44% of all EU28 digital content users had paid for the use of at
least one type of digital content in the past year. Notably, respondents in Estonia
(89%) and Luxembourg (67%) were the most likely to have paid for digital
content in the past year. At the other end of the scale, respondents in Portugal
(24%), Latvia (25%) and Lithuania (27%) were the least likely to have paid for
digital content.
44
Therefore, it is evident that whilst access to digital content was uniformly high
across the thirty countries (ranging from 88% to 100%), payment for digital
content varied much more (ranging from 24% to 89%).
Figure 20 Proportion of respondents who paid for digital content at least once
over the past year, by country
Source: Core Survey Q4b: How did you access the digital content? (EU28 N= variable per category, from 19914 for
online news services to 11791 for e-books).
45
In conclusion, a much higher market penetration was observed for tangible goods
and offline services when compared to online services and digital content. The
proportion of EU28 online respondents who purchased tangible goods and offline
services online at least once in the last 12 months was as high as 95%, whereas
the corresponding proportions of respondents purchasing online services and
digital content online were significantly smaller (20% and 44% respectively). This
reflects the fact that a considerable proportion of online services and digital
content is currently being provided for free. Nonetheless, survey results indicate
that online services and digital content are used or accessed (instead of
purchased) online at least once in the last 12 months at percentages comparable
to the online purchases of tangible goods (93% for online services and 94% for
digital content). EU13 respondents were in general more likely to engage in these
online activities and reported doing so more frequently than EU15 respondents.
The same was true for younger, more highly educated respondents, those in an
easy or very easy financial situation, those who live in highly urbanised areas and
frequent travellers. As the survey was conducted among online respondents, the
results suggest a clear trend towards an increasing online activity which is
governed largely by the gradual adoption of the internet, which is known to be
currently slower for the older age groups in the general population. As we move
into a more and more digitally driven age, the trends in purchase and usage
frequency observed here are likely to increase at a faster pace. As such, the
Commissions DSM strategy that fosters the development of a fully integrated ecommerce environment across all EU28 Member States fits well within these
trends, both in terms of timing and upcoming regulatory actions.
46
ORIGIN OF ONLINE PURCHASE AND ACCESS ACTIVITY
Chapter 3 discusses differences in the origin (domestic vs. cross-border) of

respondents online activity over the past year. Results are presented by sociodemographic factors, by country, and by type of market. The Chapter starts with
a separate analysis of the two26 broad market categories: tangible goods and
offline services and digital content, with results averaged across all types of
markets within each category.27 The next part of the descriptive analysis reports
the EU region of respondents latest purchase. It is followed by a section that
provides some additional insights on the level of respondents awareness
regarding the origin of their online purchases and whether these take place
domestically or cross-border. Lastly, the flow of cross-border e-commerce within
the EU28 is presented and discussed based on twelve EU28 geo-maps.

Looking at the tangible goods and offline services markets overall, the majority
(68%) of respondents report purchasing tangible goods or offline services
domestically, when results are averaged across all types of markets. One out of
five respondents (19%) reports cross-border purchases within the EU. The
market average for online cross-border purchases outside the EU is almost half
this figure (10%). A higher percentage of respondents who purchase tangible
goods or offline services online (17%) were uncertain about whether the seller or
supplier was based in their country of residence or abroad. EU15 respondents
were much more likely to engage in cross-border purchases (inside and outside
the EU28) per average market (31%) compared to EU13 respondents (23%),
who were slightly more likely to shop domestically (71% in comparison with
67%).
When looking at socio-demographics (detailed results by socio-demographic
characteristics and country at market level are provided in Tables V.30-V.56),
men were per average market more likely to shop cross-border (33%) than
women (26%), but the difference in awareness regarding where the supplier was
located was only 2%. Younger (45%) and highly educated (32%) respondents
26
27
47
Online services were not assessed due to the nature of the data that renders it difficult for consumers to know the origin of
their provider
The questions regarding domestic versus cross-border purchase/access frequency online were asked per market for each of the
20 types of markets. Each of the questions asked on the origin of activity for each type of market in the last 12 months
allowed multiple responses to be selected, hence the percentages do not add up to 100%
were more likely to shop cross-border (both inside and outside the EU) compared
to older (16%) and lower educated (23%) respondents. No key differences in
cross-border buying activity were observed between those in an easy financial
situation (30%) and those in a very difficult financial situation (31%), suggesting
that financial situation does not appear to affect cross-border purchases. This
finding is in line with the idea that cross-border e-commerce is at least partly
driven by a demand for better priced products. Because consumers in a difficult
financial situation would have less disposable income compared to those in a very
easy financial situation, they could be inclined to make an extra effort and search
for more competitive offers outside their domestic markets.
Figure 21 Origin of purchasing of tangible goods and offline services over the
past year, by socio-demographics (part 1) averaged across all markets
Source: Core Survey Q2b: Over the last 12 months, where did you buy or order tangible goods or services from?
(EU28 N= variable per category, from 16495 for clothing, shoes and accessories to 9793 for sports and outdoor
equipment)
In terms of online activity, very frequent buyers or users were more likely to
indicate that they had purchased tangible goods cross-border inside the EU
(25%) compared to infrequent buyers/users (14%), with a smaller difference for
shopping cross-border outside the EU (13% vs. 9%). Residents in highly
urbanised regions were also more likely to indicate they had shopped crossborder inside the EU (23%) than those living in rural areas (16%). Frequent
48
travellers were the most likely of all types of respondents to report shopping
cross-border inside the EU (30%) and the least likely to shop domestically (60%).
In addition, respondents who paid for services or digital content in the last 12
months, were more inclined to also purchase tangible goods cross-border within
the EU (30% and 24% respectively), as well as outside the EU28 (20% and 14%
respectively).
49
past year, by socio-demographics (part 2) averaged across all markets
equipment)
Looking at the purchasing of tangible goods and offline services at country level,
the proportion of respondents reporting cross-border buying inside the EU per
average type of market was highest for Luxembourg (77%), followed by Malta
(67%), Ireland (49%), Cyprus (48%) and Austria (47%). The countries with the
highest proportions of respondents engaging in cross-border purchases outside
the EU were Iceland (27%), Cyprus (24%), Malta (20%), and Croatia (20%).
While Croatia joined the EU last, Iceland, Cyprus, and Malta are either on the
edge of or outside the EU28 territory. Respondents from Cyprus (22%), France
(23%), and Italy (20%) had the highest proportions of respondents reporting
that they were unaware of where the online seller was located, while respondents
from Malta (11%), Czech Republic (11%), Estonia (12%), and Luxembourg
(12%) were the least likely to report so. It appears that respondents residing in
countries where cross-border buying is common are more likely to be aware
where the suppliers they buy from are located.
50
past year, by country averaged across all markets
equipment)
The top three markets in terms of highest proportions of domestic purchases

were online reservations of offline leisure (75%), electrical household appliances
(72%) and cosmetics & healthcare products (71%), while the top three markets
51
for cross-border purchase activity within the EU28 were computer games &
software (22%), clothing, shoes and accessories (22%) and travel services,
sports & outdoor equipment and music & film (each at 21%). In terms of
awareness, respondents were most likely to say they did not know where their
seller or supplier is located when buying clothing, shoes and accessories (20%).
For respondents buying cross-border inside the EU28, there was little variability
(approximately 8%) between the tangible goods markets surveyed. An 8% range
between 12 markets is regarded as relatively small considering the differences in
types of tangible goods and offline services being assessed. The same can be
argued for cross-border purchases outside the EU, where the variability was only
4%. The figure below ranks the markets in order of decreasing percentage of
cross-border purchases inside the EU28.
past year, by market
equipment)
3.2 Digital content

Respondents who had accessed digital content at least once in the past year were
also asked for the location of the provider. Compared to the tangible goods
market (17%), almost one third of respondents (30%) who accessed digital
52
content indicated that they were not aware of where the provider was located.
When results were averaged across all 8 types of digital content, EU15
respondents were less likely to report accessing content via a domestic provider
(59%) than were EU13 respondents (65%), but were more likely to indicate that
they were unaware of the providers location (31% vs. 27%).
Consistent with the trend seen across the tangible goods/offline services markets,
men and women differed significantly in terms of their cross-border access of
digital content (Tables V.125-V.143 present data per type of market by sociodemographics and country). While 18% of men indicated accessing digital content
cross-border inside the EU and 12% outside the EU over the past year per
average market, this was only reported by 12% and 7% of women, respectively.
The trend concerning different age groups and levels of education remains
consistent with that observed for tangible goods and offline services, with
younger and more educated users being more likely to access digital content
cross-border compared to older and less educated users. No notable differences
were observed between the age groups and levels of education in terms of
awareness of the providers location. Financial situation also presents a similar
pattern to the one across the tangible goods markets, with those in a very
difficult situation being much less aware where the provider was located (35%)
compared to those in a very easy financial situation (23%).
Figure 25 Origin of access to digital content over the past year, by sociodemographics (part 1) averaged across all markets
Source: Core Survey Q4d: Over the last 12 months, where did you access online digital content from? (EU28 N=
variable per category, from 19914 for online news services to 11791 for e-books)
53
In terms of purchase and usage frequency, very frequent users were much more
likely to access digital content cross-border inside the EU (20%) and outside the
EU (13%) compared to infrequent users (11% and 8% respectively). They were
also more aware of the location of the provider (only 25% indicated they did not
know) compared to the EU28 average (30%). Consistent with the trends in the
previous market category, frequent travellers were also more aware of the
location of digital content providers (only 23% did not know) and much more
likely to indicate that the providers of the digital content were based crossborder, either inside the EU (24%) or outside the EU (14%), versus only 10%
and 7% respectively by infrequent travellers. Online respondents who paid for
online services or digital content indicate some of the highest percentages of
cross-border (inside and outside the EU) access to digital content (27% and 20%
and 21% and 14%, respectively).
Figure 26 Origin of access to digital content over the past year, by sociodemographics (part 2) averaged across all markets
The breakdown per country of cross-border versus domestic access averaged

across the eight digital content markets surveyed reveals a trend similar to the
one observed for tangible goods and services, with small differences. The top five
countries in terms of cross-border access inside the EU28 are identical to those
54
reported for tangible goods and services. Particularly interesting is the large
difference between the top five countries and the rest of EU28 Member States. In
fact, all five countries at the top of the list share an official language with at least
one neighbouring Member State.28 This is strongly in line with the idea of
language and geographical proximity being facilitators or a prerequisite for crossborder online activities, which is introduced and discussed in more detail in the
last section of this chapter.
The bottom five countries differ slightly, with respondents from the Czech
Republic (11%), Romania (12%), Poland, the Netherlands, Denmark, the UK,
Germany, Finland and Hungary (each at 13%) reporting very low levels of crossborder access to digital content within the EU. Very large country differences
were observed between the countries in terms of knowledge or awareness of the
location of digital content providers used over the past year. Iceland (44%),
Portugal (43%), and Latvia (39%) are the three countries where respondents
were most unsure of their providers location, while respondents from the Czech
Republic (21%), Hungary (21%), and Croatia (22%) were the least likely to say
that they were not sure. Domestic access of digital content varied considerably
between the Member States, however the variation was smaller than for tangible
goods and offline services, with the exception of Luxembourg (only 24%).
28
55
Luxembourg shares an official language with Germany, France, and Belgium; Malta with Italy (at least until 1934); Cyprus
with Greece; Ireland with the UK; Austria with Germany.
Figure 27 Origin of access to digital content over the past year, by country
Users of digital content were most likely to use a provider based in their own
country when accessing online news (73%) compared to other types of content,
due most likely to their interest in local or domestic news. Online news users
56
were also the most likely to be aware of where the content provider was located
(only 22% did not know). It is notable that over a third of respondents accessing
online software (35%), music (34%), and games (34%) were not aware of where
their provider was based. Very little market variation was observed for crossborder use inside the EU28 (ranging from 12% for online news services to 17%
for games), as well as outside the EU28 (ranging from 8% for online news
services to 11% for music).
Figure 28 Origin of access to digital content over the last year, by market
3.3 Origin of latest online purchase

At overall EU28 level, the vast majority of the most recent online purchases were
from a seller or service provider based in the country of residence of the
respondent (70%), with 12% and 6% of respondents respectively reporting
purchasing within or outside the EU. These percentages could change in the near
future as the youngest generations appear to be more inclined to buy from sellers
and providers in other EU countries (16%) and even outside the EU28 (11%), as
the figures below suggest. Respondents in general were more likely to know
where the provider was located (only 12% did not know) compared with what
was observed earlier.
57
Comparing cross-border shopping behaviours in the EU15 and EU13 regions,

respondents from the EU13 Member States were more likely to shop at online
stores based in their own country of residence (75% vs. 69%). Men were
consistently more likely to have made their latest purchase cross-border inside
the EU28 (14%) compared to women (10%), while women were slightly more
likely to say that they were unaware of where the supplier was located (14%
versus 11%). Respondents with lower education levels were less likely than
others to have made their latest online purchase cross-border inside the EU28
(9%), while 18-24 year old respondents were the most likely to have done so
(16%) compared to other age groups (only 8% for respondents aged 55+). In
addition, the younger population was by far more inclined to purchase crossborder outside the EU (11%) compared to the older population (4%). The
breakdown by financial situation presented only very slight variation between the
four groups.
Figure 29 Origin of latest online purchase, by socio-demographics (part 1)
Source: Core Survey Q12: Where did you buy this product online from? (EU28 N=21,657)
Very frequent buyers/users were less likely to buy exclusively from sellers or
service providers based in their own country of residence (68%) compared to
very infrequent buyers/ users (73%). Very frequent users were not only more
likely to complete their latest purchase cross-border (14%), they also reported
higher awareness of the country where the seller or service provider was based
(only 10% did not know), compared to less frequent users (15% did not know).
Respondents residing in metropolitan areas were more likely to have completed
58
their latest purchase cross-border inside the EU (15%) compared to respondents

living in less urbanised areas (11%). More than one fifth (21%) of very frequent
travellers reported making their latest purchase cross-border inside the EU28,
(9% higher than the EU average and by far the highest percentage reported
across all socio-demographic groups).
Figure 30 Origin of latest online purchase, by socio-demographics (part 2)
Luxembourg (74%) and Malta (62%) were the two countries where respondents
latest purchase was most likely to take place cross-border inside the EU, while for
respondents in Poland (6%), Germany (7%), the UK, the Czech Republic,
Romania and the Netherlands
countries.
In
the
Czech
(each 8%) this was less likely than in other
Republic,
Romania,
the
UK,
Germany
and
the
Netherlands, more than three out of four of respondents latest online purchases
were made in domestically based stores, with the highest percentage in Poland
(80%). In Cyprus, Luxembourg and Malta, less than a quarter of respondents
most recent purchases were made in domestically based online stores.
This
suggests that there is a link between population size, the magnitude of the
existing online market in the country and consumers propensity to buy crossborder.
59
Figure 31 Origin of latest online purchase, by country
3.4 Actual versus claimed cross-border purchase behaviour

Respondents were asked to specify the exact website, app or appstore where
they last purchased tangible goods or digital content. In order to estimate
respondents level of awareness as to whether they had made domestic or crossborder purchases, their answers were recoded into three categories: domestic,
60
cross-border EU, and cross-border outside EU. Since it is difficult to categorise

the majority of apps and appstores as domestic or cross-border, they were
excluded from further analyses. Instead, the focus was put on URLs, which
represent roughly 85% of reported last purchases in all three product categories.
After performing the necessary data cleaning, approximately 6% of the
considered responses were excluded from further analysis. This was necessary
due to a number of incorrect (e.g. not a valid URL) or unclear answers, as well as
to refusals by some respondents to give the specific website from which a
purchase was made. Over one third (36%) of the remaining valid URLs were
recoded as cross-border (16.4% or n=2755 cross-border inside EU, 19.6% or
n=3282 cross-border outside EU) and two thirds (64%, n=10739) were recoded
as domestic based on careful consideration of each respondents country of
residence. This was done by browsing to each website and identifying the
providers location in relation to the respondents country of residence. After the
total weight (based on age, gender and country population) was applied, the
percentages dropped to 23.6% of the valid URLs coded as cross-border (8.5%
inside the EU and 15.1% outside the EU), while the remaining 76.4% were coded
as domestic.29 The recoded weighted URLs were then compared to respondents
answers in the relevant question of the Core survey questionnaire 30, which asked
where their last purchase was completed.
The graphs below map the actual versus claimed location of the seller from which
respondents made their last online purchase (domestic versus cross-border inside
and outside the EU). Eighty-three per cent of respondents whose URL answer
shows that they purchased from a domestic website also correctly indicated
themselves that their last online purchase was domestic. Only 6% of domestic
purchases based on the URL provided were incorrectly claimed as crossborder purchases (5% cross-border inside the EU and 1% outside the EU),
whereas 10% of respondents who made a domestic purchase reported that they
were unsure where the supplier was located.
29
All further analyses report on weighted data, whereby country comparisons are based only on age and gender weights.
30
The specific question asked was: Where did you buy this product online from?
61
Figure 32 Actual versus reported location of respondents latest online purchase
Source: Core Survey Q12: Which WEBSITE/APPSTORE/APP did you use to purchase [insert product selected in Q9]?
(EU28; N=17,297 after data cleaning)
62
Focusing on the URLs recoded as cross-border, however, provides an entirely

different account of respondents level of awareness regarding the location of
online sellers. Only 42% of respondents whose URL answer shows that their
purchase was cross-border inside the EU were able to correctly identify the origin
of the website where their latest online purchase took place. More than one third
(40%) of these cross-border respondents incorrectly assumed that their latest
online purchase was from a domestic seller, while it was in fact from a foreign
seller. Eleven per cent of cross-border EU buyers reported that they did not know
where the seller or provider was located. The results for cross-border outside the
EU websites are even less accurate with only 26% of respondents correctly
identifying the purchase as cross-border outside the EU. A third of respondents
who purchased outside the EU confused their purchase as domestic (33%) while
28% reported the purchase as cross-border inside the EU.
The precise magnitude of the discrepancies reported here should be considered
with caution due to the number of excluded respondents and the potential for
errors in coding the reported URLs as domestic or cross-border. Still, there is a
great deal of confusion when respondents carry out cross-border purchases online
(inside or outside the EU28) and more than 3 in 10 respondents who purchase
cross-border have the impression that their purchase originates from within their
own domestic markets. The large actual versus claimed discrepancy observed
when respondents pay for goods, offline services, or content cross-border,
suggests that cross-border buying behaviour can and often does occur without
consumers being fully aware that they are purchasing outside their national
borders.
Respondents tendency to underestimate the cross-border purchases when
purchasing outside their own country could mean that the proportions of claimed
cross-border behaviour reported earlier may be under-representative of the
actual cross-border percentage in the online population. This is a challenging
finding in that the percentage of online consumers who purchase cross-border
from other EU countries (currently 15% according to 2014 Eurostat data) could in
practice be higher and closer to the 20% target set by the Digital Agenda for
Europe for 2015
31
. Because of the nature of the data, quantifying this difference
is not a straightforward task, as already stated.

It is of particular interest to explore further how these results differ per country.
Table 3 below focuses on URLs coded as cross-border EU and the claimed origin
31
63
http://ec.europa.eu/digital-agenda/en
of respondents latest purchase. A clear trend can be observed with respondents

from larger Member States being more likely to claim that their latest online
purchase was domestic when it was actually made cross-border inside the EU. In
the UK, 75% of respondents who made a cross-border EU purchase incorrectly
reported it as domestic. The same was true for 69% of Spanish and 62% of
German respondents. Swedish (24%) and Italian (23%) respondents were highly
likely to be unaware of where their latest cross-border EU purchase took place.
Smaller countries with high level of cross-border purchase activity were most
likely to correctly report their purchase as cross-border inside the EU (82% in
Malta, 80% in Luxembourg).
64
Table 3 Claimed origin of respondents latest online purchase that actually took
place cross-border inside the EU, by country
Source: Core Survey Q12: Which WEBSITE/APPSTORE/APP did you use to purchase [insert product selected in Q9]?
(based on EU28; N=2755 after data cleaning)
Given the nature of survey data, it is difficult to provide a very precise estimate
of the degree to which claimed cross-border buying is under-reported in our
analyses. Considering potential future research into this area, an alternative
methodology that involves long-term tracking of consumers actual online buying
65
behaviour would yield a more precise estimate of the current level of cross-border
buying behaviour across the EU. It would also allow tracking trends in crossborder buying behaviour within the EU.
3.5 The flow of cross-border online buying and access activity:

geo-mapping analysis
This section explores the flow of cross-border online purchases of tangible goods
and access of digital content across the EU28. It presents twelve geo-maps,
where
the
flow
of
cross-border
e-commerce
is
analysed
by
country.
Purchase/access penetration is computed as the proportion of respondents who

reported purchasing tangible goods and offline services (Maps 5-8) or accessing
content (maps 9-12) online cross-border inside the EU at least once over the past
12 months. Maps 1-4 represent the combined penetration of purchasing or
accessing of products. In all maps, the magnitude of the penetration of
purchase/access in a country is represented by a colour scheme ranging from
light yellow to dark green. The flow of cross-border purchases/access is computed
as the proportion of respondents who reported making online purchases or
accessed digital content from another EU Member State over the past year. The
flows direction is indicated by an arrow that originates from the country of
purchase/access and extends to the country of the respondents residence. The
colour of the arrows refers to a range within the reported proportions with the
exclusion cut-off set at 10%. Grey arrows represent proportions ranging from
10% to 20%, blue arrows represent 20% to 30%, and black arrows represent
over 30% of respondents who made online purchases/accessed digital content
from another Member State over the past 12 months. In addition, the thickness
of the arrows refers to the variations within these three ranges. The thicker the
arrow, the closer the reported proportion is to the upper limit within a given
range.32
The data used to derive the presented geo-maps (1-4) are displayed in Table 4
below. Only data on the cross-border online activity flow from Germany, the UK,
France, and Italy are presented in this summary table, since they represent the
four largest Member States in terms of population size and total GDP at current
prices.
32
66
For example, a very thick blue arrow indicates that the proportion of participants who made cross-border purchases/accessed
digital content from a given Member State (the origin of the arrow) is close to but under 30%.
Table 4 The average cross-border flow of tangible goods and offline services
(purchase) and digital content (access) from Germany, the UK, France and Italy
to all EU28 Member States.
% of respondents
Domestic
country
Region
who purchased or
accessed goods
Germany
UK
France
Italy
cross-border
LU
West
96%
78%
20%
43%
7%
MT
South
94%
16%
67%
8%
22%
IE
West
89%
13%
61%
9%
3%
AT
West
79%
56%
11%
3%
5%
CY
South
77%
7%
35%
4%
4%
BE
West
75%
15%
13%
27%
2%
HR
East
69%
25%
22%
4%
9%
EE
East
69%
15%
22%
3%
4%
EL
South
69%
17%
31%
9%
10%
LV
East
68%
18%
23%
4%
3%
BU
East
63%
16%
23%
5%
5%
SI
East
63%
22%
14%
2%
6%
PT
South
62%
10%
23%
11%
4%
SK
East
62%
11%
12%
2%
2%
IT
South
60%
22%
21%
11%
ES
South
57%
14%
18%
12%
7%
FI
North
56%
14%
16%
3%
1%
LT
East
56%
13%
19%
4%
2%
DK
North
54%
16%
19%
3%
2%
HU
East
51%
15%
16%
2%
3%
SE
North
51%
9%
16%
2%
1%
CZ
East
49%
14%
9%
4%
2%
PL
East
48%
18%
15%
3%
3%
UK
West
47%
9%
7%
3%
RO
East
46%
13%
10%
6%
7%
FR
West
45%
12%
12%
4%
DE
West
43%
10%
5%
3%
NL
West
40%
12%
9%
3%
1%
Results depicted in maps 1-4 show that a big proportion of the current Digital
Single Market33 is represented by transactions from German and UK online
providers or sellers in particular. Even in Member States where cross-border
purchases/access are very frequent, a maximum of three arrows flows in that
33
67
Online services were not surveyed as such here, as it is very difficult to ask respondents to accurately report on the origin due
to the nature of services like communication, chats, online phone calls etc.
country, indicating a very short list of preferred cross-border country partners. In

most cases, two of the arrows originate from Germany and the UK, and the third
arrow from a neighbouring country. In summary, cross-border online activities
are currently limited to taking place from a small number of preferred Member
States, possibly the ones offering the highest shopping/access convenience (e.g.
in terms of language/offers), the most competitive prices and possibly a higher
credibility.
Since Germany and the UK are the two Member States from which
respondents are most likely to purchase goods/offline services or access
digital content cross-border, presenting the results on separate maps should
facilitate a more in-depth interpretation and discussion of the flow of cross-border
e-commerce. Therefore, four maps are presented per category reporting on:
1)
the overall cross-border purchase/access flow;
2)
data from Germany only;
3)
data from the UK only; and
4)
the rest of the cross-border purchase/access activity, excluding Germany and the UK.
The first four maps provide a general overview, combining available penetration
data on the purchasing of tangible goods and offline services, and access to
digital content.34 The eight additional maps present information on the two
market categories separately. Maps 5 to 8 are focused on the cross-border
purchases of tangible goods and offline services, while maps 9 to 12 focus on the
cross-border access of digital content.
Drivers of cross-border e-commerce
Based on the flows of goods, offline services and digital content visually
presented in the geo-maps, three main factors driving the flow of cross-border ecommerce are identified and discussed: country size, language and geographical
proximity. These appear to be independent from each other, but it is not possible
to assess the extent to which they operate separately due to the nature of the
data.
The size of a Member State is determined by its population size and Gross
Domestic Product (GDP) at current prices based on Eurostat data 35. Population
size and total GDP are both good indicators for the size of a countrys online
34
35
For maps 1-4, the percentage of respondents in each country who purchased or accessed products cross border is calculated
by subtracting (from 100%) the percentage of those who never purchased or accessed a product cross border (for AT:
100%-21%=79%). In addition, the percentage of Austrians who engaged in an online activity from Germany (56%) is the
average of those who reported purchasing online a tangible good/offline service (71%) or accessed digital content (42%) at
least once form DE.
http://ec.europa.eu/eurostat/tgm/refreshTableAction.do;jsessionid=uImUXKaqsWe3u0DnzbCvQoHjdWomA_cwfYNNj9d0Oox6-NQolDT!-1797539252?tab=table&plugin=1&pcode=tec00001&language=en
68
domestic market. The second factor refers to whether two Member States share
an official language. A common language can facilitate online transactions and
completely eliminate both fixed and recurring costs, for example associated with
translation.
The third factor discussed geographical proximity is hereby defined as an
existing shared border between two Member States. Several underlying drivers of
the cross-border flow of purchases and access between neighbouring Member
States could be related to geographical proximity. A similar or familiar culture,
for example, is likely to prompt higher consumer trust based on both familiarity
and an increased sense of inclusion. Furthermore, shorter distances could
possibly equate to lower delivery costs and shorter delivery times, especially with
tangible goods. The three factors defined here and the ways in which they shape
the cross-border flow of e-commerce across the EU28 are discussed in more
detail below. The main focus is on the biggest exporters, Germany and the UK,
and on drawing direct comparisons between Member States where varying
degrees of the flow of tangible goods and offline services and digital content can
be observed.36
The first trend that is clearly identifiable from the maps refers to population size
and GDP.
Size appears to be a key factor in determining the direction of the
flow of cross-border purchases and access. Specifically, the cross-border flow of

goods, offline services and digital content consistently originates from larger
Member States and is directed towards smaller Member States. For example, the
proportion of respondents purchasing goods or accessing content cross-border
(see Table 4) is very high in Luxembourg (96%), Malta (94%), and Cyprus
(77%), the three Member States with the lowest populations (under 1 million
inhabitants). In addition, Malta and Cyprus have the lowest total GDP at current
prices according to 2013 Eurostat data. Cross-border online activity in these
Member States is likely to be need-driven, based on the countries small internal
markets which are typically characterised by a more limited choice. In addition to
limited choice, lower competition in these small internal markets is likely to drive
consumers to look for more competitive prices abroad. Of the four EU countries
with the highest population sizes and highest GDPs (Germany, the UK, France
and Italy), Germany and the UK are by far the two Member States which
respondents were most likely to purchase from or access content cross-border.
36
69
It is important to note that parts of the discussion that follows is not based on robust statistical analyses but only on
observations and inferences drawn from the way data is visualised in the geo-maps. As such, the arguments and
conclusions made should be considered with caution, and only as further support for the statistical data on drivers and
barriers to cross-border e-commerce presented later in Chapter 6 of the report.
The detailed figures show that at least 10% of respondents residing in each
Member State who bought tangible goods and offline services cross-border at
least once in the past 12 months indicated Germany as the country they made an
online purchase/access from (See Maps 5 and 6). The same is true for the UK.
The relatively low cross-border activity flow between very large Member States
further supports the idea that size is a key driver of cross-border e-commerce.
Although Germany and UK are the preferred countries from which to buy crossborder EU wide, only 12% of French respondents bought goods or accessed
digital content cross-border from either of these countries, possibly because of
the large internal market in France.
While country size, determined by population size and GDP, is a clear driver of
respondents online cross-border activity within the EU28, the respective roles of
language and geographical proximity are more difficult to distinguish. For
example, Ireland (89%), Austria (79%), and Belgium (75%) are three Member
States where very high levels of cross-border purchases and access were
observed. These three countries are characterised by medium population sizes
and GDPs. Based on their geographical locations and the official languages
spoken, a shared language, as well as geographical proximity, are two possible
drivers that characterise the high level of cross-border e-commerce in these
Member States. Specifically, English is an official language in Ireland, so most
Irish respondents (61%) report making cross-border online purchases or
accessing digital content from the UK. The same is true of Austria (56%) in
relation to Germany, as they both have German as an official language. French
and Dutch are also two of the three official languages in Belgium, with the
majority of cross-border e-commerce activity stemming from either France (27%)
or the Netherlands. In addition to a shared language, Ireland shares a border
with the UK, Austria shares a border with Germany and Belgium shares borders
with both France and the Netherlands. In fact, neighbouring Member States are
more likely to also share an official language. Due to this strong positive
relationship between shared languages and geographical proximity, it is
difficult to set apart the magnitude of the influence of each parameter on
cross-border e-commerce.
The role of geographical proximity becomes more evident when the two largest
cross-border providers, Germany and the UK, are excluded from the analysis.
Considering tangible goods and offline services (see Map 8), only three of all
plotted arrows cross more than one border (from France to Portugal, from Austria
to Croatia, and from Italy to Greece). The rest of the flow invariably originates
70
from a neighbouring Member State, strongly suggesting that proximity plays a

crucial role in driving cross-border activity. For example, France exports
mostly to Belgium, Luxembourg, Italy and Spain, Sweden exports to Denmark
and Finland, Italy exports to Malta and Croatia, etc. This trend is even more
pronounced for the access to digital content (See Map 12) for which all arrows
originate from and end in neighbouring Member States. Fewer grey arrows (that
indicate smaller proportions) appear for digital content, revealing fewer but
strong
cross-border
connections
between
neighbouring
countries,
possibly due to the stronger role language and culture play in the
consumption of digital content.
Some interesting differences were observed in the size and direction of the flow
of cross-border e-commerce from Germany compared to the UK. Cross-border
purchases of tangible goods and offline services or access to digital content from
Germany
were
most
likely
to
be
directed
to
Member
States
that
are
geographically close such as Austria (56%), Luxembourg (78%), Croatia (25%),

and Italy (22%). With the exception of Ireland, the cross-border flow from the UK
reached much further geographically to Malta (67%), Cyprus (35%), Croatia
(22%), and Greece (31%). These differences might be driven by the interplay
between geographical proximity and language. Because of the increased
popularity and more widespread knowledge of English as a second language
across the EU28, the UK has an inherent language advantage when it comes to
cross-border e-commerce. The Special Eurobarometer 38637 reports that 38% of
Europeans speak English fluently enough to have a conversation, with a clear
upward trend compared to reports from previous years. For French and German
these numbers drop to 12% and 11% respectively, and have remained stable
over the last few years.
Based on the above, online retailers located in the UK are less likely to face
language barriers when expanding their businesses across the EU28. German,
French and Italian online retailers would need to make significant investments in
translating their websites into English in order to secure the same benefits.
Germany, France and Italy, on the other hand, have the advantage of being part
of the Eurozone, which allows vendors to offer more competitive prices in the
same currency. Due to the significant increase in value of the British Pound
compared to the euro, this advantage has become even more pronounced over
the last year.
37
71
http://ec.europa.eu/public_opinion/archives/ebs/ebs_386_en.pdf
It is also interesting to note that France and Italy, despite their high population
sizes and overall GDPs, play a relatively small role as cross-border suppliers of
goods, offline services and digital content online. The flow of cross-border
purchases and access of digital content from France extends almost exclusively to
neighbouring countries, with the exception of Portugal (11%), where the
proportion of cross-border online activity is at a medium level. The added value of
language becomes even more evident when observing the proportion of
respondents buying/accessing cross-border from France for Member States where
French is an official language (Belgium 27% and Luxembourg 43%) it is
substantially higher compared to neighbouring countries where French is not an
official language (Italy 11% and Spain 12%).
Looking at the UK as a cross-border supplier of tangible goods and offline
services, language appears more important than geographical proximity.
Malta shares an official language with the UK and, despite the great distance
between these two Member States, a very big proportion of Maltese respondents
indicated purchasing tangible goods or offline services from the UK over the past
year.
However, the success of Germany as a cross-border provider seems
contradictory at the overall EU28 level.

Another indirect way to estimate the importance of language is to consider the
origin
of
cross-border
online
traffic
from
large
websites.
For
example,
Cdiscount.com is the biggest e-commerce website in France. Despite its size, the
sites content is only available in French. According to Alexa statistics, the largest
proportion of the sites cross-border traffic comes from Belgium (only 2.6%),
followed by North-African countries where French is a commonly spoken
language, such as Morocco (1.3%). Based on data available in online databases
such as Alexa.com, it would be interesting to estimate the proportion of the most
significant cross-border and domestic websites from the UK, Germany and France
for which language translations are available. It seems likely that German
vendors invest more heavily in website translations compared to French vendors,
something that brings down the language barrier, making them more successful
in selling online across the EU28. Language appears more important than
proximity when considering the access of digital content, with the UK rather than
Germany being the preferred cross-border supplier for consumers in most EU28
countries.
The need for an integrated Digital Single Market is evident more than ever when
we consider the general trends presented in this report. In spite of consumers
being open to purchasing goods, services, and digital content from cross-border
72
providers, they appear to prefer buying/accessing them from neighbouring or

very large Member States, most likely due to the websites in these countries
offering a broader choice, more competitive prices and possibly more credibility.
However, at this stage, only big online traders from the larger countries can
afford to break down the existing barriers preventing cross-border e-commerce
from flourishing across the EU28. Future legislative actions need to address
issues that currently prevent SMEs and innovative start-ups from growing and
expanding their services across their national borders. Particularly important in
this regard would be three of the key actions of the Commissions DSM agenda:
1) the development, followed by subsequent enforcement, of modern and simpler
rules for online and digital purchases 2) the surpassing of the administrative
burdens businesses face due to different VAT regimes and 3) more efficient and
cheaper solutions for cross-border parcel delivery systems.
To sum up, Germany and the UK are currently the two leading countries in crossborder e-commerce, using language as an advantage in addition to their large
internal markets with high internal competition. Indeed, aside from size and
geographical proximity, a shared language appears to be an important factor in
the flow of cross-border online activity. English, in particular, is very much
preferred for online activity due to its popularity as a second language
across the whole of the EU28.
Moreover, lack of a common language appears to be a strong barrier to crossborder purchase/access. A common language seems to be a facilitator of crossborder e-commerce, an important condition for consumers to consider purchasing
from a specific cross-border provider. Many online providers in Member States
with very large internal markets, such as France and Italy, are probably
competitive enough to succeed cross-border under the current market conditions.
However, they tend to underestimate language as a necessary prerequisite to the
success of expanding their businesses beyond domestic borders. As such, they
remain currently successful in selling cross-border only to neighbouring Member
States with a shared official language. Aside from the planned regulatory actions
already announced by the Commission, a key additional step to facilitating the
completion of the DSM within the EU28 would be that providers become aware of
the importance of language in expanding their online presence cross-border. If
they wish to profit from the unleashed potential of selling their products to
consumers to more and more EU countries, they should be encouraged to invest
in translating their online offers into English (as a priority) and also into other
major EU28 languages.
73
Map 1: The cross-border flow of tangible goods and offline services purchased, and digital
content accessed within the EU28:
General overview38
38
74
Arrow thickness and colour are based on the overall proportion of respondents who indicated they purchased/accessed
goods/content cross-border from another Member State, split per country. Low values cutoff is set at 10%.
From Germany39
39
75
From the United Kingdom40
40
76
From the rest of EU2841
41
77
Map 5: The cross-border flow of tangible goods and offline services purchased within the
EU28:
General overview42
42
78
Arrow thickness and colour are based on the overall proportion of respondents who indicated they purchased tangible goods
cross-border from another Member State, split per country. Low values cutoff is set at 10%.
EU28:
From Germany43
43
79
EU28:
44
80
EU28:
45
81
Map 9: The cross-border flow of digital content accessed within the EU28:
General overview46
46
82
Arrow thickness and colour are based on the overall proportion of respondents who indicated they accessed digital content
From Germany47
47
83
48
84
49
85
ONLINE SPENDING
The actual size of the Digital Single Market within the EU28 would be determined
not only by the purchase penetration but also by the amount spent online by the
average European consumer. In that respect, respondents were asked to
estimate how much they had spent in total on their online purchases of tangible
goods and offline services, online services and digital content over the past
year.50 In addition, they were asked to estimate the amount, if any, they spent
online cross-border within and outside the EU28.51 Respondents were not asked a
specific question about their domestic online spending over the past year.
Therefore, the approximate level of domestic spending was estimated based on
the available data.52
For the correct interpretation of the results presented in this chapter on amounts
spent domestically and cross-border, it is important to note that there were
significant differences in the base sizes for domestic and cross-border spending.
These were due to observed individual differences in respondents online activity
and preclude any direct comparisons between domestic and cross-border online
spending.53 In order to draw more meaningful (direct) comparisons between
domestic and cross-border spending, values were also computed and reported as
proportions of total spending, adding up to 100% at respondent level. 54 Lastly,
respondents had the option to choose between their local currencies and three
global currencies (GBP, USD, and EUR). All amounts were converted to EUR posthoc, using the average yearly currency exchange rates of the European Central
Bank.55
50
Since one year is quite an extensive period, respondents estimations of their total spending over the past year may not be
precise reports of their actual spending.
51
Since the questions regarding spending were asked without an upper limit, exactly 2% of the values on the upper side of the
distribution were trimmed (set to missing) for each question. These values were, therefore, excluded from all analyses of
online spending reported in the current chapter. Annex IV provides further details on why this approach was adopted.
52
Domestic spending was calculated at respondent level as the difference between the total amount spent and the amounts spent
cross-border within and outside the EU (if any). For example, if a respondent reported spending 1000 in total, of which
200 within the EU and 100 outside the EU, the estimated domestic spending for that respondent was estimated at 700. In
contrast, for a respondent who also spent 1000 but did not spend any of it cross-border, domestic spending was estimated at
1000.
53
For example, some respondents made online purchases only domestically, while other respondents made purchases both
domestically and cross-border within the EU, and yet another group of respondents made online purchases cross-border only,
both within and outside the EU.
54
It was necessary to compute proportions since the large differences in base sizes of domestic or cross-border shoppers do not
allow for the use of averages for direct comparison between cross-border and domestic spending as a proportion of total
spending. The proportions of domestic, cross-border EU, and cross-border outside the EU spending were computed at
respondent level for all respondents who reported purchasing products online. All missing values (e.g. a respondent who
made a purchase domestically but did not make a purchase cross-border within or outside the EU) were set to zero in order to
equalise the base size and allow for further comparisons between domestic and cross-border spend.
55
https://www.ecb.europa.eu/stats/exchange/eurofxref/html/index.en.html
86

4.1.1 Total spending
EU28 online respondents who purchased tangible goods and offline services
reported spending 760 on average over the last year. EU15 respondents spent
803 while EU13 respondents spent 228 less on average (575) over the last
year. Men reported spending 80 more online on tangible goods and services
compared to women. The yearly spending of 18 to 24 year old respondents
(581) was by far the lowest while that of 35 to 44 year old respondents (817)
was the highest, on average.
Respondents who obtained a (post)graduate degree spent 255 more than
respondents who had completed only their secondary education. In addition,
respondents who found it very easy to make ends meet reported spending
1207, almost triple the amount spent by respondents who found it very difficult
to make ends meet (436).
The subset of the sample that used online services and digital content at least
once over the past year spent only 15 and 17 more than the average,
respectively. In contrast, the smaller subset of respondents who actually paid for
online services or digital content at least once over the last year reported
spending 129 (online services) and 123 (digital content) more than the
average respondent who bought tangible goods in at least one market. Total
spending reported by very frequent online buyers/users was 205 higher than the
one reported by very low users. This is a relatively small difference considering
that very low buyers/users purchased/used/accessed products online less than 22
times yearly per average market while very frequent buyers/users did so over 73
times per market.
Total spending differed also by respondents reported level of urbanisation, but
these differences are relatively small. Travel frequency categories show much
bigger differences in total reported spending. Specifically, respondents who travel
less than once a year or never, reported spending only 515 on average less
than half of the amount reported by those who travel at least a few times a year
(1059). In addition, those online respondents who reported only domestic
purchases of either tangible goods/offline services or digital content reported
spending less in total on online purchases of tangible goods (see Figure 35).
87
Figure 33 Total spending on tangible goods and offline services over the past
year, by socio-demographics (part 1)
Source: Core Survey Q2d: How much money have you spent IN TOTAL on online purchases of tangible goods or
services (ordered online but used offline) over the last 12 months? (EU28 N=21,330)
88
89
year, by consumer segment
At country level, the highest average amounts spent online on tangible goods and
offline services were reported by online respondents from Luxembourg (1416),
Malta (979), Germany (944) and Austria (943). In contrast, Hungary (322),
Portugal (457), and Latvia (458) had the lowest average expenditure on online
purchases of tangible goods and offline services. It can be seen that the highest
average amount spent by respondents from Luxembourg is 1094 more than the
lowest
reported
average
spending
by
Hungarian
respondents,
substantial differences in online spending between the Member States.
90
reflecting
year, by country
4.1.2 Domestic versus cross-border spending

When it comes to domestic online shopping, the average EU28 online respondent
who reported purchases at least once for tangible goods/offline services from
his/her country reported spending 589 over the last 12 months. The average EU
91
respondent who reported purchasing/paying for at least one tangible good or

offline service from another EU country spent 244 cross-border within the EU
over the last year. For respondents who made a purchase cross-border outside
the EU, the average was lower at 150. 56 Considering the large difference in total
spending reported by EU15 and EU13 online respondents and the fact that EU15
respondents reported spending approximately 200 more on their domestic
purchases compared to EU13 respondents, the difference in cross-border
spending between these two groups (17) is particularly small. This indicates that
EU13 respondents stand to gain more from the potential of the Digital Single
Market by spending more, in relative terms, from online retailers outside their
countries. Differences for male and female respondents are consistent with the
total spending, with men spending more than women. This difference goes down
to only 14 on average for cross-border spending outside the EU. Cross-border
EU spending appears to be consistently the lowest for 18 - 24 year olds (177),
and is the highest for 45 - 54 year olds (280). When it comes to domestic
purchases, respondents aged 45+ reported spending the most ( 652-662)
compared to only 399 by those aged 18-24. Respondents who found it very easy
to make ends meet report a substantially higher amount spent on tangible goods
or offline services, both domestically and cross-border, in comparison to
respondents who found it very or fairly difficult to make ends meet.
When looking at online activity and urbanisation level, very few differences can
be observed. Respondents who purchase/use or access products more frequently
also report spending more on average on tangible goods and services, both
cross-border inside and outside the EU. Respondents with a high travel frequency
reported spending on average 347 on the cross-border purchase of tangible
goods and offline services within the EU28. This is nearly three times the amount
spent by respondents with the lowest travel frequency (138).
Looking at cross-border spending, participants from Luxembourg (633), Malta
(462) and Austria (450) spent the largest amounts of money on online
purchases of tangible goods and services from providers based in another EUcountry (see Figure 39 where countries are ranked in order of decreasing
spending on cross-border EU28 purchases). Luxembourg and Malta ranking first
in the list is not a surprising finding and most probably stems from the
underdeveloped online markets in these relatively small countries. Concerning
56
92
As noted in the introduction to Chapter 4, the base sizes of respondents who bought tangible goods and offline services
domestically, cross-border within the EU, and cross-border outside the EU may overlap but are ultimately different which
precludes comparisons between domestic and cross-border spending in the current section. Such comparisons are drawn in
the following section on proportions of total spending.
purchases from a provider based outside the EU, respondents from Iceland
(289), Luxembourg (259), Cyprus (225) and Latvia (211) reported the
largest spending. Hungarian and Spanish respondents spent the smallest
amounts on cross-border purchases outside the EU28.
When it comes to domestic online purchases, respondents from larger countries
where domestic online markets are more developed reported spending the largest
amounts by far, i.e. 809 in Germany, 721 in the UK, 653 in France, 629 in
Sweden, etc.
93
Figure 37 Domestic and cross-border spending on tangible goods and offline

services over the past year, by socio-demographics (part 1)
services (ordered online but used offline) over the last 12 months? (EU28 N=21,330) Q2e/f: Of the total amount
that you spent online on tangible goods or services (ordered online but used offline) in the past 12 months, how
much was spent on purchases from sellers based in another EU-country (EU28 N=11,803)/outside the EU (EU28
N=6,266)?
94

services over the past year, by socio-demographics (part 2)
much was spent on purchases from sellers based in another EU country (EU28 N=11,803)/outside the EU (EU28
N=6,266)?
95

services over the past year, by country
N=6,266)?
96
4.1.3 Proportions of total spending on tangible goods and offline

services
According to the figures on estimated domestic spending, 71% of total reported
spending occurs within the country of residence, with cross-border spending
inside the EU28 accounting for 21% of total spending, whereas cross-border
spending outside the EU is estimated to account for 7% 57. Thus, for respondents
who made at least one online purchase over the last year, cross-border spending
(inside and outside the EU) represents roughly 28% of their total online
spending.58
There are only small differences between online respondents based on their EU
region, gender and financial situation. EU15 respondents spent a slightly higher
proportion of their total spending cross-border within the EU (22%) compared to
EU13 respondents (20%). A higher proportion of mens total spending occurred
cross-border inside the EU (23%) compared with womens (20%). Older
respondents showed a clear preference for domestic spending on tangible goods
and services, as this accounts for 80% of the total spending for respondents aged
55+ compared to only 64% for respondents aged 18-24, who spend the most on
cross-border purchases (26% inside the EU, 11% outside the EU). Also,
respondents with a lower education level show a higher level of domestic
spending (75%) and a lower degree of cross-border EU spending (19%), as a
proportion of total spending, compared to highly educated respondents (68%
domestic and 24% cross-border EU).
Respondents who used online services or accessed digital content spent less on
cross-border purchases (22% for each) as a proportion of total spending in
comparison to respondents who paid for such services (28% and 26%
respectively). Respondents currently residing in a rural zone also spent a lower
proportion on cross-border EU purchases (20%) compared to respondents
residing in metropolitan areas (23%). The largest differences can be noticed
between respondents segmented on their travel frequency. Frequent travellers
reported the highest proportion of cross-border spending inside the EU (32%),
while infrequent travellers reported by far the lowest proportion (15%) of all
socio-demographics groups.
57
Bearing in mind the general under-reporting of cross-border purchases discussed earlier in Section 3.4, the real percentages for
cross-border spending, inside and outside the EU, are likely to be higher than the ones quoted here.
58
It is important to note that the base size used to obtain these figures includes all respondents who made at least one online
purchase over the last year, even those who did not make a cross-border purchase (in which case, the cross-border spending is
set to zero).
97
At country level, the highest proportion of cross-border spend inside the EU can
be observed for Luxembourg (58%), Malta (53%) and Ireland (46%). This is
most likely due to a limited domestic online market, especially in Luxembourg
and Malta. Both countries also show the lowest proportion of domestic spending
(32% in Malta and 37% in Luxembourg). It is no surprise that the highest
proportion of domestic spending is seen amongst respondents in Germany
(84%), due to the highly developed online market in that country. However, the
Netherlands (84%) and Poland (82%) are not far behind. Iceland has the highest
proportion of cross-border spending outside EU with 18%, followed by Cyprus
with 16%.
98
Figure 40 Proportions of domestic and cross-border spending on tangible goods

and offline services over the past year, by socio-demographics (part 1)
much was spent on purchases from sellers based in another EU- country (EU28 N=11,803)/outside the EU (EU28
N=6,266)?
99

and offline services over the past year, by socio-demographics (part 2)
N=6,266)?
100

and offline services over the past year, by country
N=6,266)?
101
4.2 Online services

The average amounts online respondents reported spending over the past year
on online services are rather low when compared to the amounts spent on
tangible goods and offline services. This is probably a reflection of the low market
penetration of paid-for (as opposed to free) online services. 59 The average
respondent who paid for online services reported spending 94 over the past
year, with EU13 participants reporting 89, only 5 under the EU average. The
largest differences in reported spending can be observed between the five age
groups, with 18-24 year-old consumers spending barely half (60) the average
amount spent by 45-54 year-olds and 55+ consumers (124 for both groups).
The level of education and the financial situation also accounted for smaller but
consistent differences with a range of 19 and 35, respectively, between the
lowest and highest categories.
Differences in overall purchase or usage frequency accounted for very small
relative differences in the reported average spending. The difference between
very low and high users is only 3, while an 18 difference is observed between
very low and very high users. Bigger differences were observed between
respondents who travel at least a few times a year (113 on average) and those
who travel at least once (87) or less than once a year (82).
At country level, the highest amounts spent were reported by respondents in
Luxembourg (181), Portugal (156) and Croatia (155). Spending on online
services was exceptionally low in Latvia (43), Poland (66) and Finland (68). It
has to be noted that due to the nature of this category of products, the crossborder dimension of such purchases was not included in the survey, as it would
be very difficult for respondents to identify the origin of their providers.
59
It is also important to note that due to the relatively low proportion of respondents who reported having paid for online services
over the last year, the total base size on which the total amounts spent are based is rather low in comparison to those reported in
the previous section.
102
Figure 43 Total spending on online services over the past year, by sociodemographics (part 1)
Source: Core Survey Q3c: How much money have you spent IN TOTAL on PAID ONLINE SERVICES over the last 12
months? (EU28 N=4437)
103
Figure 44 Total spending on online services over the past year, by sociodemographics (part 2)
104
Figure 45 Total spending on online services over the past year, by country
105
4.3 Digital content

4.3.1 Total spending
The average European online respondent who paid for digital content reported
spending 107 over the past year, with EU15 respondents spending only slightly
above this average (112), while EU13 respondents fell quite far below it (83).
Men spent significantly more on digital content (117) than women (94).
Differences in spending between the five age groups and the three different levels
of education do not appear to be large. Financial situation, however, reveals high
differences in total spending on digital content: this amount ranges from 82 for
respondents who find it very difficult to make ends meet up to 137 for
respondents who find is very easy.
There are also some interesting differences in the levels of spending according to
purchase/usage frequency, ranging from 84 for very low users to 125 for very
high users. The level of education shows a similar trend, with more educated
participants spending more on digital content, whereas only small differences in
total
spending appear across the different
levels of online activity and
urbanisation. The different consumer segments are fairly consistent in their total
spending levels. The only exception is the segment of respondents who
access/purchase digital content via all channels (domestic, within the EU28 and
outside the EU28), who spent 122 on average, 15 more than respondents
accessing exclusively domestic content.
106
Figure 46 Total spending on digital content over the past year, by sociodemographics (part 1)
Source: Core Survey: Q4f: How much money have you spent IN TOTAL on online purchases of digital content over
the last 12 months? (EU28 N=9357)
107
Figure 47 Total spending on digital content over the past year, by sociodemographics (part 2)
108
Figure 48 Total spending on digital content over the past year, by consumer
segment
Respondents from Denmark (140), Luxembourg (129) and Sweden (126)

reported spending the highest average amounts on digital content, with EU28
respondents spending 107 on average. It is quite striking that respondents from
all three Baltic Member States, Estonia (37), Lithuania (59) and Latvia (63),
account by far for the lowest average spending on digital content.
109
Figure 49 Total spending on digital content over the past year, by country
110
4.3.2 Domestic vs. cross-border spending

Amongst the respondents who reported purchasing digital content cross-border,
either within or outside the EU, the average online European respondent spent
48 on digital content cross-border within the EU28 and roughly 36 outside the
EU, whereas those who reported purchasing online domestically spent on average
79.60 Men reported spending consistently more than women, as was observed
for total spending, both within and outside the EU. Interestingly, 45-54 year-olds
tend to spend significantly more cross-border outside the EU (56), as well as
within the EU (55), compared to the three younger age groups, whereas those
aged 55+ report spending the most domestically (93 vs. 65 for those aged 1824). Respondents who find it very easy to make ends meet report spending
comparable amounts within and outside the EU (53 vs. 54), while those in
poorer financial situations tend to spend more within than outside the EU (35 vs.
23).
Very frequent travellers spend significantly more on digital content within the EU
compared to outside the EU, while this difference almost disappears for people
who travel less than once a year or never. The same is observed with very
frequent buyers/users as opposed to infrequent ones. In addition, respondents
who make ends meet very easily report spending by far the largest amount
domestically on digital content (103). Both level of education and online activity
show less variation.
Respondents from Luxembourg (84), Austria (70) and Cyprus (65) tend to
spend the highest amounts on the purchase of digital content from another EU
Member State (Figure 52 ranks countries according to the highest spending
cross-border), while respondents from Iceland (56), Norway (51), Romania
and Malta (each 50) spent the largest amounts of money on purchases from
providers based outside the EU. As in the case of tangible goods/offline services,
respondents from Sweden (102), Denmark (106), Norway, the UK (92), and
Germany (90) report by far the highest amounts spent on domestic online
purchases of digital content.
60
As noted in the introduction to Chapter 4, the base sizes of respondents who paid for digital content domestically, cross-border
within the EU, and cross-border outside the EU may overlap but are ultimately different which precludes comparisons
between domestic and cross-border spending in the current section. Such comparisons are drawn in the following section on
proportions of total spending.
111
Figure 50 Domestic and cross-border spending on digital content over the past
Source: Core Survey: Q4f: How much money have you spent in total on online purchases of digital content over the
last 12 months? (EU28 N=9357) Q4g/h: Of the total amount that you spent online on digital content in the past 12
months, how much was spent on purchases from sellers based in another EU-country (EU28 N=4006) / outside the
EU (EU28 N=2257)?
112
EU (EU28 N=2257)?
113
year, by country
EU (EU28 N=2257).
4.3.3 Proportions of total spending on digital content

Focusing on domestic and cross-border spending as proportions of total spending,
domestic spending on digital content represents about 74% of total spending for
respondents buying such products. Some 19% of total spending by all
114
respondents who paid for digital content is actually spent cross-border within the
EU. Cross-border spending outside the EU28 as a proportion of total spending is
relatively low at 8%61. These results suggest that for consumers who pay for
digital content, a significant amount of their total spending takes place crossborder (27% in total). These percentages are quite comparable to the spending
on tangible goods and offline services, as reported earlier in Section 4.1.3 (71%
vs. 21% vs. 7%).
Looking at the various consumer segments, women (78%) and older respondents
(78% for the 45-54 age group and 82% for the 55+ age group) report higher
proportion of their spending on domestic purchases compared to men (70%) and
younger respondents (68% for 18-24 year-olds). The opposite trend is observed
for cross-border spending. While only 18% of the online spending of 55+
respondents took place cross-border (inside and outside the EU combined), the
same was true for 33% of the youngest respondents (18-24 year olds).
Respondents who paid for online services and respondents with a high overall
purchase/usage frequency report by far the lowest proportions of their spending
on domestic purchases (64% and 70% respectively) of digital content than other
groups of respondents within the respective segments. As with tangible goods
and offline services, respondents living in a rural zone (76%) and those reporting
a low travel frequency (79%) tend to claim a higher proportion of their spending
to be domestic. Cross-border EU spending is highest for frequent travellers (28%)
and respondents who paid for online services (26%).
61
It is important to note that the base size used to obtain these figures includes all respondents who made at least one online
purchase over the last year, even those who did not make a cross-border purchase (in which case, the cross-border spending is
set to zero).
115
Figure 53 Proportions of domestic and cross-border spending on digital content

over the past year, by socio-demographics (part 1)
EU (EU28 N=2257)?
116

over the past year, by socio-demographics (part 2)
EU (EU28 N=2257)?
The highest proportions of total spending on cross-border purchases inside the

EU28 were reported by respondents from Luxembourg (52%), Cyprus (34%),
Austria (33%) and Ireland (30%). Domestic spending on digital content as a
proportion of total spending was highest in Romania (81%), Germany (80%), and
117
Slovakia (80%). Aside from Iceland (27%), the highest proportions of crossborder spending outside the EU appear for Latvia and Norway (13% each).

over the past year, by country
EU (EU28 N=2257)?
118
4.4 Spending on respondents latest online purchase

Online respondents spent on average 100 on their latest purchase. Men (113)
tend to report spending considerably more than women (86). The easier
respondents can make ends meet and the older they are the more money they
reported spending on their latest purchases (124 for respondents aged 55+ vs.
only 72 for 18-24 year olds, 121 for those who make ends meet very easily vs.
only 84 for those who find it very difficult). The biggest difference is observed
amongst respondents who travel to other countries: the more frequently
respondents travel abroad the more money they reported spending on their latest
online purchase (122 in case of respondents who travel most frequently versus
81 for the infrequent travellers).
When it comes to other socio-demographic characteristics, there are no
significant differences between the various groups. The average amount spent on
the latest online purchase by respondents in the EU15 is only a little bit over the
EU28 average, but respondents from the EU13 reported spending almost 10
less.
119
Figure 56 Amount spent on latest online purchase, by socio-demographics (part

1)
Source: Core Survey Q10: How much MONEY did you spend on your latest online purchase? (excluding purchases
from private individuals or purchases of second hand products) (EU28 N=21,273)
120
Figure 57 Amount spent on latest online purchase, by socio-demographics (part

2)
Respondents who only buy tangible goods domestically reported spending slightly
more (104) on their latest online purchase than respondents who also shop
inside or outside the EU28. For digital content users, those respondents shopping
domestically as well as in other EU28 Member States reported the highest level of
spending (108).
121
Figure 58 Amount spent on latest online purchase, by consumer segment
While respondents mentioned an average spending of 100 for their latest

purchase, this figure hides large variations between countries. Respondents in
Iceland (146), Norway (145), Luxembourg (121), Malta (120), Austria
(119) and Denmark (118) spent more than the EU28 average on their latest
online purchases, while respondents from Hungary (69), Estonia (72), Croatia
(74), Bulgaria (77) and Portugal (81) mentioned spending the lowest average
amounts.
122
Figure 59 Amount spent on latest online purchase, by country
On average, respondents mentioned spending similar amounts on their latest

online purchase on the domestic market (103) and on the EU cross-border
market (109). Respondents who did not know the origin of their latest purchase
(Dont Know category) reported spending an average of 90. In contrast, the
123
average amount spent on cross-border purchases outside the EU was much lower
(60).
These amounts vary across socio-demographic categories. The total amount
spent on domestic purchases was higher for the EU15 (105) than for the EU13
(94), and for purchases made cross-border outside the EU (65 for EU15 versus
47 for EU13). However, respondents from the EU13 reported spending slightly
more on their latest purchase (113) if it took place cross-border inside the EU
(compared with 108 for the EU15).
124
Figure 60 Amount spent on latest purchase according to the reported origin of

the seller/provider, by socio-demographics (part 1)
The amount spent increases with age, the respondents financial situation and
their travel frequency, with respondents aged 55+ and those who make ends
meet very easily reporting spending as much as 142 and 151 on their latest EU
cross-border online purchase. Respondents aged 55+ also reported spending as
125
much as 110 for their latest online purchase outside the EU. This trend appears
within each online purchase category (domestic, cross-border inside the EU,
cross-border outside the EU), highlighting a more general trend in purchases,
most probably linked to the financial status of respondents. No specific trends
appear in terms of online activity in the past year, purchase/usage frequency or
urbanisation.
126

the seller/provider, by socio-demographics (part 2)
Respondents in Norway (179), Malta (142) and Iceland (138) reported the
highest average amounts spent on the domestic market, while respondents in
Hungary (70), Estonia (72) and Croatia (77) reported the lowest averages. In
terms of EU cross-border spending, Icelandic (206) and Cypriot (185)
respondents
127
mentioned
the
highest
average
amounts,
with
Slovenian
respondents (77) spending the least on average. Respondents in Croatia (31)

and Hungary (36) spent the lowest average amount on their latest cross-border
purchase outside the EU, while respondents in Luxembourg (148) and Iceland
(106) spent the highest amounts in this category.

the seller/provider, by country
128
4.5 The total estimated value of the Digital Single Market

Market value was computed using two types of data: market penetration and
average
spending.
Market
penetration
is
defined
as
the
percentage
of
respondents who bought a tangible good or offline service, paid for an online
service, or paid for digital content in a given market (one of the 24 markets
surveyed) at least once in the past 12 months. The market penetration was
estimated separately for tangible goods and offline services, online services, and
digital content. It represents the total proportion of respondents who bought
goods, services or content online in at least one of the markets surveyed per
category. In order to arrive at an estimated total market value per category,
market penetration was multiplied by the average total spending per category 62
and by the total EU population aged between 18 and 74 who use the Internet. 63
The table below shows the estimated total market value of the Digital Single
Market, 231.2 billion, with confidence intervals set at a 95% level. The tangible
goods market is by far the most mature, both in terms of market penetration and
total online spending. According to these estimations, and taking into account the
surveyed markets, the tangible goods market represents more than 90% of the
total value of the Digital Single Market, with 212 billion. The overall market
penetration of digital content represents almost half of the online population
(44%) with a total market value of 13.7 billion. Paid online services, with only
20% market penetration and 5.5 billion market value are still in the early stages
of adoption and growth. In addition, the most common online business model
(e.g. revenue stream through traffic generation and advertising) allows for a
majority of online services to be offered for free.
62
The trimmed spending data was used, as reported in previous sections of this chapter.
63
Online population size (aged 18-74) = 292,5 Million based on 2014 Eurostat data, CI=95%.
129
Table 5 Estimated total and cross-border market value for tangible goods and
offline services, online services and digital content
EU 28
% penetration
Average Spending () Total Value (in billion )
LB
mean
UB
LB
mean
UB
LB
mean
UB
95.2%
95.4%
95.7%
746.9
759.6
772.3
207.9
212.0
216.2
Cross-border inside EU
39.8%
40.5%
41.1%
236.1
243.7
251.3
27.5
28.8
30.2
Cross-border outside EU
26.3%
26.8%
27.4%
144.0
150.4
156.7
11.1
11.8
12.6
Online Services
19.4%
19.9%
20.4%
90.5
94.1
97.8
5.1
5.5
5.8
Digital Content
43.3%
44.0%
44.6%
104.0
106.6
109.3
13.2
13.7
14.3
16.5%
17.0%
17.5%
45.8
48.4
50.9
2.2
2.4
2.6
10.4%
10.8%
11.2%
33.8
36.1
38.3
1.0
1.1
1.3
226.2
231.2
236.3
Tangible Goods &

Offline Services
Considering the cross-border market value based on penetration and average

spending, tangible goods and offline services is the most valuable market with
28.8 billion cross-border inside the EU28 and 11.8 billion outside the EU28.
These numbers reflect a 13.6% share of market value for cross-border ecommerce inside the EU28 and a 5.6% share of market value outside the EU28,
adding up to a 19.2% share of total cross-border e-commerce for tangible goods
and offline services. For digital content, the cross-border market value was
estimated at 2.4 billion inside the EU28 and 1.1 billion outside the EU28.
Compared to tangible goods and offline services, these values represent a higher
proportion of the total market value for digital content (17.5% inside the EU28
and 8% outside the EU28). According to these numbers roughly 25.5% of the
total market value for digital content is cross-border (within and outside the EU),
compared to 19% for tangible goods and offline services. Therefore, the
combined share of the cross-border market (inside and outside the EU28) for
tangible goods and digital content represents roughly 19.5% of the total market
value (13.8% inside the EU).
In section 3.4 we discussed at length respondents tendency to under-report their
cross-border online purchases, incorrectly labelling them as domestic in 40% of
the cases for purchases within the EU and 33% outside the EU. Even though it is
difficult to estimate the impact of this tendency on our findings regarding crossborder buying, it is likely that 19.5% is a slight under-representation of the
current share of the cross-border markets in the EU28. The estimated total
market value per country is presented in the table below. The largest EU28
Member States Germany (52 billion), the UK (39.5 billion), and France (32
billion) are at the top of the country ranking, while Malta (0.2 billion) and
130
Cyprus (0.3 billion) are at the bottom. Slovenia, taking into account its
population size, is also very low in the ranking with only 0.6 billion, while Poland
is relatively high with 14 billion.
Table 6 The estimated market value for tangible goods and offline services,
online services and digital content, by country (in million EUR) cross-border
values inside the EU displayed in brackets for tangible goods and digital content
Tangible goods &

Country
Total
offline services
(in million )
(in brackets:
Online
services
cross-border inside EU)
Digital content
(in brackets:
cross-border inside EU)
Austria
5.144
4.800 (1.712)
80
265 (90)
Belgium
6.095
5.741 (1.625)
91
263 (55)
Bulgaria
1.851
1.707 (297)
53
91 (20)
Croatia
1.145
966 (221)
119
60 (14)
Czech Republic
3.688
3.350 (439)
84
255 (43)
293
271 (99)
14 (5)
3.556
3.185 (510)
94
277 (39)
Estonia
476
437 (116)
11
27 (5)
Finland
2.853
2.651 (472)
31
171 (30)
France
31.986
29.741 (3.222)
701
1.544 (304)
Germany
51.963
48.326 (4.054)
773
2.864 (364)
Greece
3.390
3.153 (598)
81
156 (35)
Hungary
1.978
1.730 (263)
129
119 (19)
Latvia
495
471 (126)
18 (3)
Lithuania
884
831 (174)
28
25 (6)
Luxembourg
587
526 (223)
28
33 (18)
2.205
2.003 (768)
51
150 (47)
Italy
18.206
16.622 (3.288)
515
1.069 (290)
Malta
238
224 (95)
8 (2)
8.175
7.544 (739)
202
429 (70)
14.043
12.972 (1.630)
319
752 (142)
Portugal
2.260
1.982 (445)
150
128 (23)
Romania
5.260
4.663 (799)
250
346 (54)
Slovakia
2.292
2.118 (398)
62
113 (18)
Slovenia
608
551 (125)
31
27 (4)
16.894
15.278 (2.444)
373
1.244 (225)
5.515
4.918 (531)
167
431 (47)
39.498
35.610 (3.651)
1.041
2.847 (432)
231.578
212.029 (28.833)
5.476
13.717 (2.402)
Cyprus
Denmark
Ireland
Netherlands
Poland
Spain
Sweden
United Kingdom
EU 28
131
The tables below show country comparisons for tangible goods and offline
services, online services and digital content in detail, providing an estimation of
the market penetration, average spending and total market value per capita. The
market penetration for tangible goods and services in general is very high,
reaching 100% for Poland, 99% for Slovakia and 95% for the EU28. The only two
countries for which this market penetration does not exceed 90% are Cyprus
(85%) and Portugal (86%).
Table 7 The estimated market value per online consumer of tangible goods and
offline services, by country
Tangible goods &
offline services
% penetration
Country
avg spend ()
Value per online

consumer
LB
mean
UB
LB
mean
UB
LB
mean
UB
EU 28
95%
95%
95%
760
760
760
725
725
725,1
Austria
96%
98%
99%
839
943
1.047
807
921
1.038
Belgium
96%
97%
99%
778
866
954
745
842
941
Bulgaria
93%
96%
98%
455
549
643
425
526
632
Croatia
91%
95%
98%
369
469
570
337
445
559
Czech Republic
94%
96%
98%
479
543
608
450
520
593
Cyprus
73%
85%
97%
359
709
1.059
262
602
1.027
Denmark
91%
94%
97%
752
872
992
685
818
957
Estonia
88%
94%
100%
379
570
761
334
536
760
Finland
90%
93%
96%
665
784
902
599
729
866
France
94%
95%
95%
776
814
853
727
769
813
Germany
97%
98%
98%
911
944
977
887
924
960
Greece
95%
97%
98%
569
647
725
539
625
713
Hungary
91%
94%
96%
278
322
367
254
302
352
Latvia
84%
90%
97%
319
458
597
269
414
576
Lithuania
88%
93%
97%
443
573
704
390
531
684
Luxembourg
92%
97%
100%
900
1.416
1.932
825
1.380
1.932
Ireland
95%
97%
99%
662
798
934
628
775
929
Italy
93%
94%
95%
593
627
661
552
590
628
Malta
89%
97%
100%
431
979
1.527
383
949
1.527
Netherlands
89%
90%
92%
664
731
798
588
661
737
Poland
99%
100%
100%
620
659
698
615
656
698
Portugal
82%
86%
89%
389
457
526
320
392
469
Romania
91%
93%
95%
526
585
644
479
544
611
Slovakia
97%
99%
100%
532
629
725
518
621
725
Slovenia
90%
95%
99%
380
517
654
341
489
649
Spain
92%
93%
94%
589
628
666
540
582
625
Sweden
94%
96%
98%
714
798
881
673
765
860
United Kingdom
96%
97%
98%
841
878
914
809
850
891
132
In contrast to the high level of market penetration for tangible goods and offline
services, the market penetration for online services is a mere 20% at EU28 level.
This means that only one in five EU28 online consumers purchases online
services.
Remarkably higher levels of market penetration can be observed for
Luxembourg (40%) and Croatia (35%). At the other end of the ranking, Finland
and Estonia (both 13%) have the lowest levels of market penetration for online
services.
Table 8 Estimated market value per online consumer for online services, by
country
Online Services
% penetration
Country
avg spend ()
LB
mean
UB
LB
EU 28
20%
20%
20%
94
Austria
11%
15%
18%
71
Belgium
11%
14%
17%
64
Bulgaria
13%
17%
22%
Croatia
28%
35%
Czech Republic
14%
Cyprus
UB
LB
mean
UB
94
94
19
19
19
103
135
15
25
94
123
13
21
65
94
124
16
27
43%
113
155
197
32
55
84
17%
20%
56
77
99
13
20
3%
15%
27%
127
277
19
75
Denmark
17%
22%
27%
77
110
143
13
24
38
Estonia
5%
13%
22%
13
106
200
14
43
Finland
9%
13%
16%
40
68
96
16
France
17%
18%
19%
90
101
113
15
18
22
Germany
17%
18%
19%
75
83
91
13
15
17
Greece
12%
15%
19%
74
105
136
16
26
Hungary
21%
25%
29%
71
92
112
15
23
32
Latvia
7%
14%
21%
12
43
74
15
Lithuania
16%
23%
31%
38
77
116
18
36
Luxembourg
22%
40%
58%
60
181
303
13
73
177
Ireland
15%
20%
26%
62
97
132
20
34
Italy
19%
21%
23%
76
88
100
15
18
22
Malta
0%
18%
36%
125
325
23
118
Netherlands
16%
18%
21%
75
96
117
12
18
25
Poland
22%
24%
26%
58
66
75
13
16
20
Portugal
15%
19%
23%
113
156
200
17
30
46
Romania
22%
25%
29%
97
116
135
21
29
39
Slovakia
15%
20%
25%
62
92
121
18
30
Slovenia
12%
20%
29%
50
134
217
27
63
Spain
18%
19%
21%
63
74
84
11
14
18
Sweden
22%
26%
30%
79
101
122
17
26
36
United Kingdom
21%
22%
24%
101
112
123
21
25
29
133
mean
Value per online

consumer
Regarding digital content, Estonia shows the highest level of market penetration
(89%), in comparison to 44% for the EU28. Next to Estonia, Luxembourg (67%)
and the United Kingdom (57%) are frontrunners when it comes to paying for
digital content. The lowest levels of market penetration were observed in Portugal
(24%), Latvia (25%) and Lithuania (27%).
Table 9 The estimated market value per online consumer for digital content, by
country
Digital Content
Value per online
% penetration
avg spend ()
consumer
Country
LB
mean
UB
LB
mean
UB
LB
mean
UB
EU 28
44%
44%
44%
107
107
107
47
47
47
Austria
38%
43%
48%
97
118
138
37
51
66
Belgium
34%
39%
43%
85
100
116
29
39
49
Bulgaria
24%
30%
36%
66
94
121
16
28
43
Croatia
29%
36%
44%
47
76
105
14
28
46
Czech Republic
38%
42%
46%
76
94
112
29
40
52
Cyprus
15%
31%
46%
101
204
31
94
Denmark
45%
51%
57%
113
140
166
51
71
94
Estonia
82%
89%
97%
17
37
57
14
33
55
Finland
37%
43%
49%
85
109
133
32
47
65
France
35%
37%
38%
101
109
117
35
40
45
Germany
46%
48%
49%
109
115
121
50
55
59
Greece
30%
34%
39%
69
90
111
21
31
43
Hungary
26%
30%
34%
50
69
89
13
21
30
Latvia
16%
25%
34%
28
63
97
16
33
Lithuania
19%
27%
35%
29
59
89
16
31
Luxembourg
50%
67%
84%
70
129
188
35
87
158
Ireland
47%
54%
61%
82
107
133
39
58
81
Italy
40%
42%
44%
82
90
97
33
38
43
Malta
11%
33%
55%
110
235
36
129
Netherlands
33%
37%
40%
88
103
118
29
38
47
Poland
48%
50%
53%
69
76
84
33
38
44
Portugal
19%
24%
28%
80
107
135
16
25
38
Romania
31%
34%
38%
96
117
138
30
40
53
Slovakia
32%
38%
44%
65
86
107
21
33
47
Slovenia
22%
31%
41%
36
76
116
24
48
Spain
39%
41%
43%
105
115
126
41
47
54
Sweden
49%
53%
58%
108
126
143
53
67
83
United Kingdom
56%
57%
59%
112
119
125
62
68
74
134
LATEST PURCHASE AND ONLINE PURCHASE JOURNEY
Several key elements of the online purchase journey have already been described
in the previous chapters of this report. These include actual consumption (i.e.
type of good, service or digital product being purchased) and frequency of
purchasing, cross-border purchasing attitudes and flow of trade between
countries, as well as spending and overall estimated market value in the DSM.
This Chapter will provide a more in-depth analysis of some important issues
related to respondents online consumption. Firstly, this chapter will discuss the
relationship between online and offline shopping in terms of consumer attitudes
and actions, then respondents most recent online purchase will be explored in
terms of research undertaken, product/service bought, payment methods and
devices used, as well as product delivery options chosen.
5.1 Online and offline purchase behaviour

For each of the ten product types shown below, respondents were asked to what
extent they would buy these products online after first visiting a physical shop.
This allows for an understanding of the product types with the greatest level of
interaction between the online and offline environments.
Respondents tend to report that they would buy a product online after looking at
it in a physical shop most often for clothing, shoes and accessories (30%
Often/Always) and cosmetic and healthcare products (28%). They mentioned
doing so the least often for books (19%) and non-electrical household goods &
interior design (20%). Respondents were more likely to say that they did not
engage in such a behaviour for books (46% Never/Rarely), music & film (43%),
and computer games and software (41%).
135
Figure 63 The frequency of purchasing tangible goods online after visiting a

physical shop, by market (includes all 10 tangible goods markets surveyed)
Source: Core survey Q18 How often do you shop in the following way for each of the following product types? I buy
this product online after looking at it in a physical shop. (EU28 N= variable per product type, from 16495 for
clothing, shoes and accessories to 9793 for sports and outdoor equipment)
Tables V.176-V.195 in Annex V present these results according to sociodemographic variables and by country. Results reveal that there is a clear trend
across almost all product types: people aged 18-34, those living in a metropolitan
area and those who frequently travel abroad appear to be the most likely to buy
a product online after first conducting research in a physical shop. Women were
more likely than men to first look in a physical shop for clothing, shoes and
accessories (33% vs. 28%), cosmetics and healthcare products (32% vs. 23%)
and books (21% vs. 17%), whilst men were more likely than women to do so for
film and music (24% vs. 21%) and computer games and software (25% vs.
22%).
In order to explore their online and offline consumption interaction patterns,
respondents were then asked if they had a preference for sellers that also have a
physical shop when buying online (for tangible goods only). The majority (57%)
of respondents did not have any preference for such type of sellers. Other
respondents indicated why they have a preference for sellers who possess a
physical shop: 16% prefer this type of seller for reasons related to trust, while
136
13% either preferred to see the product before buying or thought that it would be
easier to return the product. Finally, a further 8% of respondents mentioned that
they prefer to get advice in the shop before buying online (multiple responses
allowed for yes).
Figure 64 Preference for online sellers that also have a physical shop
Source: Core survey: Q19 When buying online, do you have a preference for online sellers that also have a physical
shop? (EU28 N=21,038), multiple responses
These results were then analysed according to socio-demographics and by

country, as shown in the following tables. EU15 respondents (59%), those aged
35+ (59-61%), those with primary education (65%) and those living in a rural
area (63%) were most likely to say that the online seller having a physical shop
made no difference to them. In contrast, respondents living in a metropolitan
area, those living in the EU13, aged 18-24 and those with the highest frequency
of travel abroad were more likely to mention at least one of the aforementioned
reasons.
At country level, respondents living in Luxembourg (72%) and Malta (71%) were
the most likely to say that the presence of a physical shop was unimportant,
which may well be because the small size of these two countries means that
consumers may need to buy products online when they are not available in-store
in their country. On the other hand, respondents in the Czech Republic, Spain,
Greece and Hungary were the most likely to feel that the presence of a physical
shop was important to their online purchases.
137
Figure 65 Preference for online sellers that also have a physical shop, by sociodemographics (part 1)
shop? (EU28 N=21,038)
Figure 66 Preference for online sellers that also have a physical shop, by sociodemographics (part 2)
shop? (EU28 N=21,038)
138
Figure 67 Preference for online sellers that also have a physical shop, by country
shop? (N=21,678)
139
5.2 Online and offline purchase behaviour

EU28 respondents were presented with a list of potential search actions and
asked which of those actions they had undertaken as part of the process of
researching their latest online purchase64. The most commonly undertaken
activities were as follows:
Visiting an online marketplace, such as eBay or Amazon (42% in total;

ranked first by 19%);
Visiting the seller or service provider website (41%; ranked first by 17%);
Searching via a general search engine (38%; ranked first by 13%);
Using a price comparison website (33%; ranked first by 8%).
Visiting online service intermediaries, such as Expedia, Booking.com or

Ticketmaster was chosen by 33% and ranked first by 13% of those who
had most recently purchased offline services, which amounts to 4% (2%
for top ranking) of the total sample;
Visiting brand / manufacturer websites (33%; ranked first by 10%);
Visiting iTunes, Google Play or equivalent stores and portals for games,
films, music etc. was selected by 29% and ranked first by 13% of those
who had most recently purchased digital content, and 2% (1% for top
ranking) of the total sample;
Discussed with family, friends, colleagues (26%; ranked first by 6%)
Browsing the website of a physical store they had visited in person (25%;
ranked first by 8%);
64
Respondents were asked to choose up to 5 responses. Visiting iTunes, Google Play, etc. was only applicable as an answer for
respondents whose latest online purchase belonged to the digital content category, whereas visiting online service intermediaries
was only applicable to those who purchased offline services online.
140
Figure 68 Research activities linked to the latest online purchase based on total 65
Source: Core survey: Q14: Which of the following did you do to research this online purchase? (EU28 N=21,657)
65
These figures report on the total proportion of online shoppers who selected a given research activity, regardless of its ranking.
141
Figure 69 Research activities linked to latest online purchase based on top

ranked choice66
Source: Core survey: Q14: Which of the following did you do to research this online purchase? (EU28 N=21,657)
The following figures present results by socio-demographic categories and

country (more detailed data is available in Tables V.166-V.169).
Considering firstly the key differences by socio-demographics, respondents in the
EU15 were more likely than those in the EU13 to visit online market places (43%
vs. 37%), online service intermediaries (36% vs. 17%), iTunes, Google Play or
equivalent stores and portals for games, films, music etc. (30% vs. 22%). On the
contrary, EU13 respondents appear more likely to report searching via a general
search engine (40% vs. 37%) or via a price comparison website (42% vs. 31%).
Considering the effect of age, younger respondents were less likely to visit the
sellers website (39% for 18-24 year olds and 38% of 25-34 year-olds vs. 44%
for respondents aged 55+), whilst older people were less likely to visit online
portals such as iTunes (19% of those aged 55+ vs. 34% of those aged 25-34).
Respondents who had left school at primary / partial secondary level were less
likely to visit manufacturer websites (30% vs. 35% for respondents with at least
completed secondary education) but were more likely to use portals such as
iTunes (35% vs. 25% for respondents with the highest education level).
Considering respondents financial situation, those struggling to make ends meet
66
These figures report only on the proportion of online shoppers who ranked a given research activity as their first choice in
Q14.
142
were less likely to visit the sellers website (34% vs. 42% of those who find it
very easy), whilst those who could easily make ends meet were more likely to
visit online service intermediaries (35% vs. 22% of those who find it very
difficult) and to search using a price comparison website (35% vs. 29% by
respondents who find it very difficult).
When it comes to respondents who travel abroad, those who travel very
frequently tend to visit more online service intermediaries (39% vs. 23% for
respondents who travel rarely or never) and to search via a price comparison
website (39% vs 30%) but were less prone to visiting online marketplaces (40%
vs. 42% for those who travel very infrequently).
When analysing results by country, many differences in terms of the most
common research activities used by respondents were observed, as presented in
Tables V.168-V.169. The most notable results include:
Respondents from Poland (55%) and Germany (54%) were the most likely
to visit online marketplaces, followed by those from Luxemburg (52%)
and Malta (51%).
Visiting seller/provider websites was by far the preferred activity among

respondents from Belgium (57%), Hungary, Slovenia and the Czech
Republic (all 53%).
Searching via a general search engine was mentioned most often by

respondents from Croatia (53%) and Greece (50%).
Searching via a price comparison website was mentioned most often by

respondents in Greece (54%), the Czech Republic and Slovakia (both
48%).
Visiting online service intermediaries was reported nearly twice as often

when compared to the EU average by respondents from Malta (57%) and
Cyprus (54%).
Visiting iTunes and related stores was reported twice as often compared to
the EU average by respondents from Cyprus (57%).
143
Figure 70 The top 5 research activities linked to latest online purchase, by sociodemographics (part 1)
Source: Core Survey Q14: Which of the following did you do to RESEARCH THIS ONLINE PURCHASE? (EU28
N=21,657)
144
Figure 71 The top 5 research activities linked to latest online purchase, by sociodemographics (part 2)
Source: Core Survey Q14: Which of the following did you do to RESEARCH THIS ONLINE PURCHASE? (EU28
N=21,657)
145
Figure 72 The top 5 research activities linked to latest online purchase, by

country
Source: Core Survey Q14: Which of the following did you do to RESEARCH THIS ONLINE PURCHASE? (N=22,365)
146
The figure below focuses on the most frequently quoted activities when it comes
to the latest domestic and cross-border, inside or outside the EU, purchases. A
striking difference with the general trend can be observed for cross-border
purchases outside the EU, for which visiting online market places (such as eBay,
Amazon) is still reported as the first research activity, but at a significant higher
percentage than average (52% vs. 42% when all purchases are taken into
account). Also, as the purchase becomes more international, the search via a
price comparison website appears to be less important (only 28% for purchases
outside the EU). Visiting online service intermediaries (such as Expedia,
Booking.com) was most frequently quoted by those who purchased cross-border
within the EU (44% vs only 30% amongst domestic shoppers).
147
Figure 73 Research activities based on latest online purchase, by location of the

seller
Source: Core Survey Q14: Which of the following did you do to RESEARCH THIS ONLINE PURCHASE?
(N=22,365)
148
5.3 Time spent on most recent online purchase

Respondents were also asked to assess the time that they had spent on their
most recent online purchase, from initial research through to final purchase. The
average time spent within the EU28 was just over three hours. Out of those
respondents who had purchased a product online within the past year, 37%
purchased this within 1 hour, 28% needed between 1 and 2 hours, 16% between
2 and 3 hours, 6% between 3 and 4 hours, and the remaining 13% completed
their search process after more than 4 hours.
When analysing the results by socio-demographics, it can be seen that the
average search time was greater in the EU13 (4.0 hrs) than in the EU15 (2.9
hrs). Other socio-demographic groups of respondents who were likely to spend
more time on their search process include 18-24 year-olds (5.4 hrs), 25-34 yearolds (3.6 hrs), frequent foreign travellers (3.9 hrs), men (3.5 hrs) and those who
found it very difficult to make ends meet (4.9 hrs). Moreover, those who reported
purchasing online services reported very high search times (4.9 hrs), as well as
those with a very high online activity altogether (4.4 hrs).
149
Figure 74 Average time spent on search before latest online purchase (in hours),
by socio-demographics (part 1)
Source: Core Survey Q11: How much TIME did you spend on your latest online purchase? (N=21,657)
150
When analysing results by country, the average times spent researching the most
recent online purchase were the highest in the Czech Republic (6.1 hrs), Bulgaria
(4.6 hrs) and Slovakia (4.2 hrs) and the lowest in Finland (1.9 hrs), Iceland (2.0
hrs) and Sweden (2.2hrs).
151
The average time reported by respondents who made an online purchase crossborder within the EU was 3.8 hours whereas those who purchased online outside
the EU28 reported spending 3.2 hours on their search until the purchase. 67
by country
67
From a seller or service provider based in another EU country (EU28 N=2603); From a seller or service provider based
outside the EU (EU28 N=1225)
152
5.4 Type of product most recently purchased online

In terms of types of good or service purchased, the most recent online purchase
in the past year tends to be a tangible good or offline service for 93% of
respondents, whilst digital content was least likely to be the most recent online
purchase (7% of respondents who answered this question).
The figure below shows that the most commonly purchased tangible good /
offline service was clothing, shoes and accessories (21%), followed by electronics
and computer hardware (13%), books (11%), travel services (9%), cosmetics
and healthcare products (8%) and electrical household appliances (7%). The
proportion of respondents who purchased online digital content was much lower,
with the most common recent purchase being e-books (2%).
Figure 77 Latest online purchase by type of market
Source: Core Survey Q9: Thinking about your LATEST ONLINE PURCHASE, what kind of product did you buy? (EU28
N=21,657), * online services were not assessed
Tables V.156-V.157 in the Annex show the most recently purchased product
according to socio-demographics. Key gender differences are that women are
much more likely than men to have most recently purchased clothing, shoes and
accessories (28% vs. 15%) and cosmetics and healthcare products (12% vs. 4%)
online. On the other hand, purchases of electronics and computer hardware were
much more common among men than women (18% vs. 7%).
153
Differences could also be observed when it comes to travel services purchased

online. These were purchased more commonly by those aged 55+ (14%),
respondents who travel quite frequently (12%) and (post)graduates (11%), but
were a less frequent choice among those who found it very difficult to make ends
meet (5%) and 18-24 year-olds (5%). In addition, computer games and software
was preferred as a last purchase by younger respondents aged 18-24 (10%) than
by older ones (3-4% for respondents aged 45+).
When the latest purchase took place cross-border in the EU, the product
purchased most often was clothing, shoes & accessories (23% of those
respondents). For cross-border purchases outside the EU, the top market was
again clothing, shoes & accessories with 25% of all respondents. At market level,
the highest proportions of cross-border purchases inside the EU were also
reported for sports and outdoor equipment (21%) and computer games and
software (19%). Remarkably, 34% of respondents who bought games and 31%
of those who purchased software were not sure of where the provider was
located. Games and software (including apps) are the only markets where the
likelihood of buying domestically was lower than that of buying outside ones
country of residence (38% domestic purchases for games, 35% domestic
purchases for software).
Tables V.158-V.159 in the Annex detail the most recently purchased product per
country (online services as such were not assessed). Some noteworthy country
differences are detailed below:
Purchases of clothing, shoes and accessories were most common in

Cyprus (29%) and Malta (27%);
Online purchases of travel services were especially prevalent in Iceland

(28%), Cyprus (19%) and Luxembourg (18%);
Cosmetics and beauty products were most commonly purchased in Croatia

(16%);
Electrical household appliances were the most common latest purchase for
Romanian (14%) and Slovak (13%) respondents;
Online reservations of offline leisure were above 10% for the three Baltic
states, as well as Iceland.
5.5 Website, appstore or app used for latest online purchase

Respondents were also asked to name the website, appstore or app that they had
used for their most recent purchase. Of the 22,365 respondents who answered
this question, 84% gave the name of a website, 2% gave an Appstore name and
154
14% gave the name of an app. Whilst the answers given varied hugely in
reflection of the wide range of sites throughout the EU, the images below provide
a visualisation of the most commonly mentioned names for (1) websites, (2)
appstores and (3) apps.
Figure 78 Website used for most recent online purchase
Source: Core Survey Q15: Which Website did you use for your latest online purchase? (N=18,718 base size
reflects number of respondents who bought their most recent online product via a website)
The distribution of names above highlights websites such as Amazon (18%), Ebay (8%), Google (3%), Aliexpress (2%), Emag (2%), Allegro (2%) and many
other sites.
The following figure provides a visualisation of the most recent purchase from an
appstore. Whilst it should be noted that the base size for the figure below is much
smaller than for the previous figure, it is clear that the most commonly
mentioned names were Google Play (44%), iTunes (26%), Steam (5%) and
Spotify (2%).
155
Figure 79 Appstore used for most recent online purchase
Source: Core Survey Q15: Which Appstore did you use for your latest online purchase? (N=534 base size reflects
number of respondents who bought their most recent online product via an appstore)
The following figure provides a visualisation of the most recent purchase via an
app. The most commonly mentioned apps were Booking.com (28%), Google /
GooglePlay (4%), E-bay (3%), Airbnb (2%) and Amazon (2%).
Figure 80 App used for most recent online purchase
Source: Core Survey Q15: Which App did you use for your latest online purchase? (N=3113 base size reflects
number of respondents who bought their most recent online product via an app)
156
Respondents were then asked why they chose this particular website / appstore /
app68. As shown in the following figure, the most frequently reported reasons for
choosing the website / appstore / app are that it offered the lowest price (45%),
the fact that respondents had purchased from the site before (44%) or because
the website/appstore/app offered low delivery costs (33%, only for tangible
goods). Further reasons include the sites reputation (26%), clear and complete
product information (24%), convenient delivery options (22%, only for tangible
goods), possibility of delivery in the respondents country for cross-border online
purchases (20% of the eligible sample) and the site offering the respondents
preferred payment method (20%).
From the analysis, it is clear that the three issues linked to delivery were ranked
within the top seven reasons for choosing a website/appstore/app for ones most
recent online purchase. Nonetheless, price and prior experience were by far the
reasons quoted most frequently.
68
It is to be noted that some answers are only relevant to certain online product types, and that the percentages given for specific
activities are based on the specific sample size for that purchase type rather than the total sample size. For example, the
reason I trust the foreign country where I am buying from was provided by 8% of those who had purchased their product
from abroad rather than 8% of the total sample. See Q17 in Annex I (Core Survey Questionnaire) for details on all filters
applied.
157
Figure 81 Reasons for choosing website/appstore/app for latest online purchase
Source: Core Survey Q17: Why did you choose the website/appstore/app from which you finally bought this
product? Please select up to 5 responses that apply. (EU28 N=21,657)
Looking specifically at cross-border purchases inside the EU, the lowest price
(41%), previously completed purchases through the same website (39%) and low
delivery costs (28%) were reported as the top three reasons to choose a
particular site. For respondents who made purchases outside the EU, the same
three reasons were listed most frequently (lowest price with 50%, previous
purchase from the site with 42%, and low delivery costs with 39%).
158
The results according to socio-demographics and country are provided in Tables

V.172-V.175 for all latest online purchases. When comparing the EU15 and EU13,
it can be seen that EU13 online respondents were more likely to mention the
lowest price (47% vs. 44%), convenient delivery options (29% vs. 20%), the
possibility to deliver to their country (32% vs. 18%), the contractual terms being
clear and fair (17% vs. 9%), understanding the language of the foreign website
(12% vs. 6%) and the product not being offered in their own country (15% vs.
8%). On the other hand, none of the answers were selected more often by online
respondents in the EU15 than in the EU13. Women were more likely than men to
mention having used the site before (47% vs. 41%). Considering the impact of
age, the likelihood to select a site based on previous experience (51% vs. 39%)
and the site giving clear and complete product information (32% vs. 18%) both
tend to be more frequent with older respondents (55+ vs. 18-24 years old), thus
indicating that older respondents are clearly looking for more reassurance and
trust when shopping online.
Considering country differences, it is notable that online respondents from Greece
(64%), Cyprus and Slovenia (both 55%) are the most likely to mention the
lowest price as a reason for choosing a website/appstore/app for their most
recent online purchase. Respondents from Croatia were the most likely to select
issues linked to delivery and availability, e.g. low delivery costs (41%), the
product not being offered in their country (26%, three times higher than the EU
average) and delivery in their country being possible (57% vs. an EU average of
20%, which could possibly be attributed to the fact that they were the last
country to join the EU, in mid-2013). Respondents from Cyprus (46%), Malta
(40%) and Italy (35%) gave particular emphasis to the site having a good
reputation, whereas respondents from the Baltic countries appeared to value the
most the delivery options being convenient (Lithuania 40%, Estonia 35% and
Latvia 25%), in addition to delivery being possible (Latvia 52%, Estonia 47% and
Lithuania 32%) and the product not being offered in their country (Latvia 26%,
Estonia 23% and Lithuania 17%).
Understanding the language was twice as important as the EU average for
respondents from Cyprus and Hungary (both 15%), as well as Slovakia, Slovenia
and Lithuania (all 14%), whereas contractual terms being clear and fair was more
important to respondents from Croatia (23%), Poland (21%) and Slovakia (20%).
159
5.5 Payment methods and shopping devices

All EU28 online respondents surveyed were asked to list the payment methods
that they had used for their online purchases in the past year. As shown in the
following figures (full results in Table V.152), the most commonly used methods
were credit/charge card (52%), online payment systems e.g. PayPal (47%),
bank/credit transfer (29%) and debit card (24%).
There were notable differences between respondents in the EU15 and the EU13.
EU15 respondents were more likely to use a credit/charge card (54% vs. 42% in
the EU13), online payment systems (50% vs. 36% in the EU13) and gift
cards/vouchers (15% vs. 9% in the EU13). On the contrary, EU13 respondents
were more likely to use cash on delivery (47% vs. 12% in the EU15), bank/credit
transfer (44% vs. 25% in the EU15) and payment by mobile device (7% vs. 3%
in the EU15).
When analysing results according to other socio-demographic criteria, some
differences were notable. In terms of age, credit cards were more often
mentioned those aged 55+ (56%) and least often by those aged 18-24 (44%),
whilst the use of a debit card was most prevalent among the two younger age
groups (29% for respondents aged 18-34 vs. 20% for respondents aged 55+).
The level of education was also an important factor, with (post)graduates most
likely to use a credit card (59% vs. 41% for lower education levels) or debit card
(30%
vs.
16%
amongst
lower
education
levels),
whilst
lower
educated
respondents were most likely to use direct debit (25% vs. 15% for respondents
with a higher education level). As might be expected, due to their higher level of
disposable income, respondents who found it very easy to make ends meet were
more likely than average to use any of these payment methods, except cash on
delivery (only 14%).
Results were also analysed by country (Table V.153). At country level, a large
number of differences were observed, which may be characteristic of the different
financial systems or income levels per country. The most interesting results that
emerge per country include the following:
Nine respondents out of ten used a credit card in Luxembourg (91%) and
Denmark (90%);
Online payment systems, such as PayPal, were most common in the

Netherlands (69%) and Germany (65%) and least common in Romania
(19%)
Bank / credit transfer was most common in Poland (69%), followed by

Austria (58%), Lithuania (55%) and Germany (55%).
160
The use of a debit card was most popular in the UK (64%) and Ireland
(57%);
For some EU13 countries, cash on delivery appeared to be by far the most
commonly used payment method. For example, it was selected by 62% of
Bulgarian respondents, 57% in Romania and Slovakia, 55% in Slovenia
and 54% in Greece.
161
Figure 82 Top 7 payment methods used for online purchases made over the past year,
Source: Core Survey Q7. Which of the following PAYMENT METHODS have you used for your online purchases over the last 12
months? Please indicate all that apply (EU28 N =22848)
Figure 83 Top 7 payment methods used for online purchases made over the past year,
by socio-demographics, (part 2)
Source: Core Survey Q7. Which of the following PAYMENT METHODS have you used for your online purchases over the last 12
months? Please indicate all that apply (EU28 N =22848)
163
Respondents were subsequently asked to list the devices that they had used to make
their online purchases in the past year. As shown in the figure below (respondents were
allowed to select multiple answers), the most commonly used devices were a laptop
(80%), a desktop PC (73%) and a smartphone (59%), followed by a tablet (52%) and
web TV (40%). Younger respondents aged 18-34 year-olds were by far the most likely to
report using any of the devices, with much higher percentages than other groups
(except for desktop computers, which are a more traditional device). This can be seen as
a reflection of the wide range of media that young people use and also of their greater
propensity to purchase online in general. Likewise, frequent foreign travellers reported
using all devices in higher proportions, which also reflects their greater amount of online
purchasing in general. Further socio-demographic differences are shown below.
164
Figure 84 Types of devices used to make online purchases over the past year, by sociodemographics (part 1)
Source: Core Survey Q8. Which of the following DEVICES did you use to make your online purchases over the last 12 months?
All answers (EU28 N =22848)
165
Figure 85 Types of devices used to make online purchases over the past year, by sociodemographics (part 2)
Source: Core Survey Q8. Which of the following DEVICES did you use to make your online purchases over the last 12 months?
All answers (EU28 N =22848)
166
Table V.155 shows results by country. There are no strong trends at country level one
notable result is that the use of a web-TV to make online purchases is the highest in
Eastern and Southern European countries (e.g. 49% in Hungary, 48% in Croatia, Spain
and Romania, 47% in Italy).
Respondents were also asked to rank these answers in terms of the most commonly
used to the least commonly used. The device most likely to be used as a first choice was
a laptop (47%), followed by a desktop computer (42%), whilst the other devices ranked
much lower (5% for a smartphone, 5% for a tablet, 1% for a TV, 1% for other).
5.6 Delivery of the product

Respondents whose most recent online purchase was a tangible good provided further
information on how this was delivered to them. The majority (83%) had it delivered to
their home or workplace, whilst others picked it up in person, either from a store (8%),
from a collecting point or a safe box in a public location (5%) or from the local post
office (4%).
Having the product delivered to a home/work address was more common in the EU15
(85%) than in the EU13 (75%), and was also more common for those with a low level of
education (88%), those aged 55+ (86%) and understandably so those living in a
rural location (88%). Collecting the item in-store was most common for regular foreign
travellers (12%), those living in a metropolitan zone (11%), EU13 respondents (11%),
18-34 year-olds (10%) and (post)graduates (10%). Collection from a local post office
seemed to be more common in the EU13 (8%) than in the EU15 (3%).
167
Figure 86 Delivery method used for latest online purchase, by socio-demographics (part
1)
Source: Core Survey Q16: How was this product delivered? (EU28 N=17,092)
168
Figure 87 Delivery method used for latest online purchase, by socio-demographics (part
2)
Source: Core Survey Q16: How was this product delivered? (EU28 N=17,092)
169
The figure below shows the results by country. Western European countries have the
highest preference for delivery to a home / work address. Close to a fifth of respondents
in Lithuania, Sweden, Latvia, Iceland and Norway collected their tangible good in person
from a shop. Picking up the product from a collecting point/safe box was most common
in Estonia (34%) and Finland (22%), whereas picking it up from a post office was most
common in Cyprus (49%), Iceland (40%), Finland (36%), Latvia (30%) and Norway
(25%). Thus, it appears that respondents in Scandinavian and Baltic countries used less
frequently the option of delivery to a home/work address compared to the rest of the
EU28.
170
Figure 88 Delivery method used for latest online purchase, by country
Source: Core Survey Q16: How was this product delivered? (N=17,545)
Respondents who had purchased their most recent tangible good online from another
EU28 Member State were then asked for the delivery location. The majority (83%) of
171
respondents said that they had asked for the item to be delivered to their country of
residence, 14% to the country of the seller, 3% to another EU country that was neither
their own country nor the sellers and the remaining 1% had the product delivered
outside the EU. Results by socio-demographics and by country are presented in Tables
V.170 and V.171 respectively.
172
DRIVERS AND BARRIERS TO (CROSS-BORDER) E-COMMERCE
A vital aspect of the Digital Single Market is the free flow of tangible goods and offline
services, digital content and online services across national borders. In order to identify
what drives consumers to buy online, either domestically or cross-border, and what
holds them back, respondents were asked to identify up to five key drivers for online
shopping in general. In addition, they were asked to choose up to 5 perceived barriers
for domestic, as well as cross-border online purchases.
6.1 General drivers of online purchase behaviour

Respondents were asked to select up to 5 main reasons why they buy products online.
Looking at their responses, there are several key categories of drivers that can be
identified.
First of all, convenience seems to be an important motivation for buying products

online. This could be anything that makes shopping online easier compared to
shopping in physical stores; for example, saving time or effort. This category
includes drivers such as being able to order at any time of the day (49%), saving
time by buying online (42%) and products being delivered to a convenient place
(24%).
Next to convenience, price was identified as an equally important factor. Reasons

here included finding cheaper products online (49%) and finding it easier to
compare prices online (37%).
A third category identified is choice, for example having more choice online
(36%) or finding certain products only online (25%).
Information-related reasons seem to be of lesser importance, despite being

chosen by a significant proportion of respondents. Such reasons include: the
ability to find consumer reviews (21%), the ease of comparing products (20%)
and the ability to find more information online (18%), all mentioned by one fifth
of all EU28 online respondents as one of their main drivers for online purchasing.
Smaller proportions of respondents selected the remaining answers: disliking going to

shops (12%), the ability to return products easily (9%) and the ability to find better
quality products online (5%).
173
Figure 89 Key general drivers of online purchase behaviour
Source: Core Survey Q20: What are the main REASONS why you buy products online? (EU28 N=22,646)
Convenience seems to play a more important role for respondents from the EU13 than
for those in the EU15 (see Table V.196). For example, EU13 respondents are more likely
to mention saving time by buying online (50%) than EU15 respondents (40%). A similar
difference can be seen for the reason products can be delivered to a convenient place
(32% for EU13 vs. 22% for EU15). When it comes to the opportunity to order at any
time of the day or week, the difference between respondents from the EU13 (48%) and
the EU15 (49%) was negligible.
Another notable difference between respondents of the EU13 and the EU15 can be
observed when looking at information-related drivers. Both the ability to find product
reviews by other consumers (24% for EU13 vs. 20% for EU15) and the fact that you can
find more information online (23% for EU13 and 17% for EU15) are valued more highly
by respondents from the EU13.
The opportunity to order at any time of the day appears to be of higher importance to
women (54%) compared to men (44%), to respondents in the 55+ age group (58% vs.
only 42% amongst those aged 18-24), as well as to respondents who live in a rural area
(55% vs. 44% amongst those living in a metropolitan zone). Younger respondents
174
attach more importance to choice-related drivers than the older age groups. The
younger the respondents, the more likely they are to mention a wider choice online
(40% for 18-24 years old versus 32% for 55+) and that certain products can be found
only online (30% for 18-24 years old vs. 21% 55+).
It is noteworthy that respondents with a medium purchase/usage/access frequency
(between the 25% and 75% quartiles, i.e. between low and high users) value most of
these
drivers
more
highly
than
respondents
with
the
lowest
and
highest
purchase/usage/access frequency (very low and very high users).

When looking at these drivers per country (Tables V.196-V.199), a few significant
differences can be seen. The ability to order a product online at any time of the day is
especially important for respondents living in Estonia (67%), Croatia (62%) and
Luxembourg (62%), whereas respondents from Cyprus (37%), Spain (40%) and Italy
(40%) find this of a lesser importance. The opportunity to find cheaper products online is
a major driver for buying products online for respondents in Malta (78%), Greece (72%)
and Croatia (67%), whereas finding more choice online was mentioned most frequently
by respondents from Malta (51%).
The most important reason to buy online for respondents who bought tangible goods and
offline services only domestically (53%) or domestically and in other EU28 countries
(55%) is the convenience of ordering at any time of the day or week. On the other hand,
respondents who also purchase outside the EU gave the highest importance to finding
cheaper products online (46% amongst these respondents vs. only 44% for ordering at
any time of the day/week). Respondents who buy only domestically or domestically and
in other EU countries report saving time online as a key reason for buying online (46%),
considerably more than respondents who also purchase from outside the EU (36%). The
same trend can be seen for the ease of comparing prices online. Respondents who buy
both domestically and cross-border (inside and outside the EU28) report having more
choice online (40% for domestic and inside EU online shoppers vs. 37% for those who
also purchase outside the EU) and being able to find certain products only online (27%
for both groups) as important reasons to buy online, reported in higher percentages than
domestic only shoppers.
175
Figure 90 Key drivers of online purchase behaviour for respondents who bought tangible
goods and offline services, by consumer segment and origin of purchase
When looking at respondents who purchased digital content, similar trends can be
observed. The most important driver of online purchases, for respondents who bought
digital content only domestically, is the ability to order at any time of the day or week
(54%). Respondents who bought digital content domestically and in other EU countries
report finding cheaper products online as their most important driver (54%), which is
also the most important driver amongst respondents who also bought digital content
outside the EU (44%).
176
Figure 91 Key drivers of online purchase behaviour for respondents who accessed digital
content, by consumer segment and origin of purchase
177
6.2 Perceived barriers to (cross-border) e-commerce

Perceived barriers to (cross-border) e-commerce can be grouped into several categories
or segments, based on a common underlying source of concern. Throughout the next
two chapters on barriers to (cross-border) e-commerce, there will occasionally be a
reference to one of these categories. It is therefore deemed helpful to first give a brief
explanation of each category of concerns, as shown in the table below.
Table 10 Perceived barriers to (cross-border) online purchase behaviour
Category
Specific barriers/concerns included
Delivery conditions
Long delivery times
Delivery costs or final price are higher than displayed on the websites
Delivery arrangements of online sellers might not be convenient for me
High delivery costs
Wrong or damaged products will be delivered
Products will not be delivered at all (*)
Returning a product I didn't like and getting reimbursed is not easy
Replacement or repair of a faulty product is not easy
Might be difficult to solve problems if something goes wrong
rights
Customer service is poor
Payment
The payment card details may be stolen
My preferred payment method might not be accepted by online sellers
Personal data may be misused
Goods sold online might be unsafe/counterfeit
I don't trust the information provided to me online
I don't trust the terms and conditions I have to agree with online
I do not know what my consumer rights are when buying online
There is a lower level of consumer protection when buying online
I don't understand the terms and conditions
Any issues with either the actual

delivery itself or with delivery
costs
Customer service,
(*)
redress and
key consumer rights
Any issues with customer service
during or after the purchase of
products, linked to key consumer
Trust
Any issues
integrity
of
in
relation
the
to the
seller
or
information provided
Knowledge of rights,
understanding and
protection
Issues relating to knowledge of
consumer rights, level of
consumer protection and
understanding of the terms and
conditions when buying products
online
(*) barriers also linked to the conformity of the sellers offer with existing acquis.
178
6.2.1 Barriers to buying products online in country of residence

Respondents were asked about their greatest concerns in relation to purchasing online in
their country of residence. They could select up to 5 answers out of a total of 18 possible
options, including the option to say they do not have any concerns at all. On average,
about 19% of all EU28 online respondents reported they had no concerns.
It is notable that more respondents from the EU15 (20%) than from the EU13 (13%)
indicate that they have no concerns in relation to buying online in their country of
residence. There is also a large difference between the various age groups. The 55+ age
group was more likely to have concerns when it comes to purchasing online domestically
than their younger counterparts (13% of those aged 18-24 year olds report no concerns,
versus 23% amongst those aged for 55+).
Respondents with a lower education level were also more likely to say that they have
concerns than the higher educated categories. About 15% of the respondents with a
(post)graduate degree have no concerns, compared to 23% of respondents with a
primary/partial secondary education. Regarding the financial situation, about one quarter
(24%) of the respondents who indicate that it is very easy to make ends meet do not
have any concerns, which is significantly higher than the other categories.
Respondents with a higher purchase/usage frequency seem to have more concerns when
it comes to purchasing online domestically than those with a lower frequency. About
13% of the very high users do not have any concerns, compared to 24% of the very low
users. This is most likely related to the fact that high frequency buyers/users will be
exposed to more problems or risks linked to their online activity and will be likely to
come across problems much more frequently.
A greater proportion of respondents living in a rural area (23%) indicate that they do not
have any concerns compared to those living in an urban or city centre (18%) and those
living in a metropolitan zone (15%). Looking at travel frequency, the less frequently
respondents travel, the more they indicate that they do not have any concerns when
buying online in their country of residence.
179
Figure 92 Proportion of respondents without any concerns about buying products online
domestically, by socio-demographics (part 1)
Source: Core Survey Q21: What are your greatest CONCERNS about buying products online in your country? (EU28 N=22,848)
180
domestically, by socio-demographics (part 2)
181
The fact that only 19% of respondents indicate that they do not have any concerns when
buying online domestically means that the vast majority of respondents still expresses
one or more concerns when shopping online in their own country. At overall EU28 level,
the main concern expressed by respondents is that their personal data may be misused
(30%). Although this concern relates to trust, the other barriers in this category are
mentioned much less frequently. About 19% indicate that the goods sold online may be
unsafe or counterfeit and even smaller proportions mention not trusting the terms and
conditions they have to agree to (6%) or not trusting the information they were provided
with online (5%).
Around a quarter of respondents have concerns that wrong or damaged products will be
delivered (26%), that payment card details may be stolen (26%) or that the
replacement or repair of a faulty product will not be easy (24%). A significant proportion
of respondents also mentioned that returning a product might not be easy (22%), that
delivery times may be long (18%) or that products will not be delivered at all (17%).
Smaller numbers of respondents expressed concerns around the delivery cost or final
price being higher than the one displayed (13%), the customer service being poor
(13%), their preferred payment method not being available (11%), a lower level of
consumer protection (9%) or inconvenient delivery arrangements (8%).
Very few respondents mentioned concerns linked to knowledge of their rights or
understanding: only 7% mentioned not knowing their consumer rights online, and 3%
not understanding the terms and conditions.
It is interesting to note that, although respondents see privacy issues with data
protection as the most important barrier to buying online domestically, this is not
reflected in the actual problems they report encountering (see analysis in Chapter 7 of
the report). In particular, out of those who experienced problems, only 4% indicated
that the most recent problem they experienced was the misuse of personal data, while
30% of the respondents see this as a potential barrier, making it by far the most
frequently quoted reason for not buying online in the country of residence.
The same can be observed about concerns regarding the theft of payment card details.
While 26% of respondents perceive this as a barrier to buying online domestically, only
3% of respondents who experienced problems actually experienced this particular
problem with their online purchases. However, it should be noted that such problems
may often give rise to a disproportionally high detriment for those respondents who have
experienced them.
182
Nonetheless, some of the most commonly mentioned barriers are reflected in the actual
problems experienced by consumers. A good example is long delivery time, which is the
most commonly experienced problem (17%) amongst those who experienced problems,
equally reported by 18% of EU28 online respondents as a major concern to their
domestic online purchases.
183
Figure 94 Specific concerns about buying products online domestically
184
When it comes to differences by socio-demographic categories (see Tables V.200V.201), significant differences between respondents in the EU15 and EU13 can be seen.
Firstly, EU13 respondents report a much higher proportion of concerns with the
conformity of the offer, e.g. concerns about wrong or damaged products being delivered
(36% in the EU13 vs. 24% in the EU15) or products not being delivered at all (21% in
the EU13 vs. 16% in the EU15). Concerns related to redress and key consumer rights
also rank much higher in the EU13, e.g. replacement or repair of a faulty good (32% vs.
23%), returning a product the consumer did not like and getting reimbursement (27%
vs. 21%), etc. Respondents from the EU13 are also more concerned about the possibility
of goods being unsafe or counterfeit (28% vs. 17% in the EU15), or about a potentially
lower level of consumer protection online (13% vs. 8%).
Comparing the different age groups, it can be seen that older respondents are more
concerned about privacy issues than younger ones. About 37% of the 55+ respondents
are concerned about personal data being misused and 29% about the theft of payment
card details, compared to respectively 26% and 21% in the youngest age group (18-24
years old). On the contrary, concerns about delivery are more frequent amongst young
respondents, especially long delivery times (26% for 18-24 year olds vs. only 12% for
55+), as well as delivery costs or the final price being higher (16% vs. 11%). Not taking
into account concerns related to privacy, older respondents in general have fewer
concerns than their younger counterparts. When we look at the different levels of
education, those with a (post)graduate education are much more likely to report
concerns in relation to key consumer rights and redress.
When looking at the top three concerns at country level (Tables V.202-.203),
respondents from Croatia (45%) and Poland (44%) express the highest level of concerns
when it comes to wrong or damaged products delivered. Remarkably, only 10% of
respondents in Luxembourg express concerns about this issue and they tend to express
a systematically lower proportion of concerns about other delivery issues compared to
other Member States. Furthermore, respondents from Germany (41%) and Bulgaria
(40%) indicate a high level of concerns about personal data being misused, whereas
36% of respondents from Croatia and 40% from Iceland worry that payment card details
may be stolen.
6.2.2 Barriers to buying products online cross-border
The same question about concerns was asked to all EU28 online respondents in relation
to online purchases from another EU country. Once again, respondents were asked to
choose amongst a maximum of 5 possible responses.
185
At overall EU level, 14% of
respondents reported that they do not have any concerns. This is a slightly smaller
percentage than respondents who do not have concerns when buying products online
domestically (19%). However, it should be noted that this time respondents were asked
to choose amongst a total of 23 different options as opposed to 18 for domestic
purchases. Looking at the different socio-demographic categories, the same trends
appear as for respondents with no concerns when buying products online in their country
of residence, but less distinctly.
The same groups of respondents have lower levels of concerns: respondents living in the
EU15 (14% have no concerns vs. 12% in the EU13), the oldest age group (15% of 55+
have no concerns vs. 12% amongst 18-24 year-olds), lower educated respondents (15%
have no concerns vs. 12% amongst (post)graduates), respondents in a very good
financial situation (17% have no concerns vs. 15% of respondents who indicate
difficulties in making ends meet), very low frequency users (18% have no concerns vs.
10% for the highest users), respondents living in a rural area (16% have no concerns
vs. 12% amongst those residing in a metropolitan zone) and respondents with the
lowest travel frequency (16% have no concerns vs. 11% for respondents with the
highest travel frequency).
186
cross-border, by socio-demographics (part 1)
Source: Core Survey Q22: What are your greatest CONCERNS about buying products online in another EU country? (EU28
N=22,848)
187
cross-border, by socio-demographics (part 2)
N=22,848)
188
Nonetheless, about 86% of all EU28 online respondents reported concerns when buying
online cross-border. This time, issues linked to delivery dominate the findings. More
specifically, around a quarter of respondents had concerns about high delivery costs
(27%), high return shipping costs (24%) and long delivery times (23%). Approximately
one in five respondents expressed concerns in relation to key consumer rights and
redress, i.e. problems being more difficult to solve cross-border (23%), the replacement
or repair of a faulty product not being easy (20%) or returning a product and getting
reimbursement being difficult (20%).
A smaller proportion of respondents than before expressed concerns about personal data
being misused (18%) or payment details being stolen (17%), whereas both reasons
were amongst the top three concerns when buying online in the country of residence,
with respectively 30% and 26% of respondents mentioning these as a major concern.
A sizeable proportion of respondents reported concerns that the product would not be
delivered (15%), that a wrong or damaged product would be delivered (15%), that the
goods may be unsafe or counterfeit (14%) or that they do not know their consumer
rights online (11% vs. 8% in domestic purchases).
A range of answers was selected by 10% of respondents or less: having too little
information (10%), poor customer service (9%), not trusting the terms and conditions
(9% vs. 6% in domestic purchases), their preferred payment method not being available
(8%), a lower level of consumer protection than in their own country (8%), foreign
sellers not selling to people in another country (7%), the product or service possibly
being
incompatible/not
accessible
in
their
country
(7%),
inconvenient
delivery
arrangements (7%), not understanding the terms and conditions (6% vs. 3% in
domestic purchases), or being redirected to a website from their country (3%).
189
Figure 97 Specific concerns about buying products online cross-border inside EU
N=22,848)
When comparing EU15 and EU13, the only concerns mentioned more by respondents
from the EU15 amongst the top 10 most significant concerns (see Tables V.204-V.205
for full results) are the two issues related to trust: that personal data may be misused
(20% in the EU15 vs. 13% in the EU13) and that payment card details may be stolen
190
(18% in the EU15 vs. 15% in the EU13). Poor customer service was also mentioned
twice as frequently in the EU15 (10% vs. 5% in the EU13).
On the contrary, respondents from the EU13 are more likely to be concerned when it
comes to a wrong or damaged product being delivered (18% in the EU13 vs. 14% in the
EU15), replacing or returning a faulty product not being easy (23% vs. 19%), having too
little information regarding offers from foreign sellers (13% in the EU13 vs. 9% in the
EU15) and foreign sellers not willing to sell to the respondent because he/she lives in
his/her country (10% in the EU13 vs. 6% in the EU15).
The only notable difference between men and women is the fact that women (30%) are
much more likely to perceive high delivery costs as a barrier to cross-border online
purchasing than men (24%), as well as having to pay high return shipping costs (26%
vs. 22%).
Concerns regarding delivery conditions are much higher amongst young respondents,
especially when looking at long delivery times (29% for the youngest respondents vs.
16% for 55+) and high delivery costs (30% for the age group 18-24 years old vs. 24%
for 55+). For older respondents, trust issues are a much more frequently mentioned
concern, with 20% of those aged 55+ who have concerns that their payment card details
might be stolen (vs. 13% by respondents aged 18-24) or their personal data misused
(22% vs. 15%). These findings are also reflected in the results for barriers to buying
online in the country of respondents residence. Concerns with redress were also
mentioned more by older respondents, i.e. it may be more difficult to solve problems if
something goes wrong (26% for 55+ vs. 21% for 18-24 year-olds).
Looking at concerns at country level (full results in Tables V.206-V.207), it can be seen
that online respondents from Greece, Croatia and Poland indicate higher level of
concerns overall than the average EU28 respondent. On the contrary, respondents from
Luxembourg, Malta, Lithuania and the Netherlands, worry less than the average. Looking
at the top three concerns, respondents from Greece (38%), Poland (36%) and Malta
(36%) express the highest level of concerns when it comes to high delivery costs. High
return shipping costs were most frequently mentioned by respondents from Ireland
(32%), Poland (31%), Greece, and Spain (29%). Respondents from Poland (31%),
Bulgaria (30%), Greece and Portugal (both 27%) worry more about long delivery times
compared to the other EU28 countries.
191
6.2.3 Comparison between domestic and cross-border barriers to online

purchase behaviour
When comparing the barriers between domestic and cross-border online purchasing, a
few notable trends can be observed:
1. Barriers to online domestic purchases are dominated by concerns related to trust
and payment. In particular, concerns about personal data being misused and
payment card details being stolen are both in the top three perceived barriers.
Although these are perceived as the most common barriers when buying online
domestically, results from the actual problems respondents reported to have
experienced whilst purchasing online do not actually substantiate this fear.
2. While barriers on domestic purchasing are dominated by trust and payment
issues, barriers for cross-border online purchasing are mostly centred on delivery
conditions, since physical distance plays a more important role in this case,
especially for tangible goods.
3. Concerns with key consumer rights and redress rank equally high in domestic and
cross-border purchases, in particular the difficulty in repairing/replacing a faulty
good or returning a good that consumers did not like and getting reimbursement.
While respondents expressed high percentages of perceived barriers for a series of
different issues when buying online (both domestically and cross-border), not all of these
concerns materialise to a similar extent in practice. Respondents report experiencing a
number of problems when buying online, both domestically and cross-border (see
Section 7.1 on problems). Yet, they often express higher levels of concerns and
perceived obstacles/barriers than would be expected based on the actual problems
experienced when purchasing online tangible goods, digital content or online services.
The comparison of the perceived barriers to online purchases and the actual problems
experienced by respondents reveals that the latter are considerably less prevalent than
the former, especially for certain issues linked to trust/payments, etc. Nonetheless,
concerns linked to delivery of the product or the conformity of the offer are very much
substantiated by actual experience. The same applies to concerns related to accessing
the service when it comes to cross-border purchases of online services or digital content.
In mid-May 2015 the European Commission adopted the Digital Single Market strategy
to make the EU Single Market fit for the digital age69. The DSM strategy sets out 16 key
69
The full press release on the Digital Single Market strategy released on May 5, 2015 can be consulted here: http://europa.eu/rapid/pressrelease_IP-15-4919_en.htm
192
actions which the Commission has committed to deliver by the end of 2016. One of
these key actions consists in establishing a more efficient and affordable parcel delivery
system, in order to better address the concerns in relation to delivery, mostly with crossborder purchases. As this report shows that online cross-border purchasing is still
hampered by an imperfect delivery system, this key action is undoubtedly vital in the
process of establishing a fully functioning Digital Single Market. Equally to this, the
Commission has already announced legislative steps aiming at modernising and
simplifying the consumer rules for online and digital purchases. The present report
shows that perceptions about the conformity of the offer when buying cross-border still
present a substantial barrier to buying online.
6.3 Barriers and drivers of cross-border purchase behaviour: regression

analysis
The regression analysis carried out in this section sets to explore which factors strongly
impact respondents decision to purchase tangible goods, offline services and digital
content cross-border. Moreover, it aims to shed light on whether these factors differ
when making cross-border purchases from another EU28 country compared to outside
the EU28. Hence, a logistic regression model was created that estimates how several
variables influence the probability of buying a certain product category (tangible goods
and offline services or digital content) either inside or outside the EU28. The model uses
a series of concerns respondents expressed with respect to buying products online in
another EU country, as well as reasons for buying products online, in addition to sociodemographic and individual factors. The sample used in this modelling exercise includes
only people who have bought goods or paid for digital content within a specific category.
The dependent variables were built as follows:
1. Only respondents from the EU28 who made an online purchase over the last year
in at least one of the tangible goods or digital content markets surveyed were
considered,
2. The data used was weighted by gender, age, and country population size
3. Respondents who made a purchase inside the EU were defined as those who
reported buying tangible goods cross-border inside the EU at least once over the
past year
193
4. Respondents who made a purchase outside the EU were defined as those who
reported buying tangible goods cross-border outside the EU at least once over the
past year
5. The definitions outlined in points 3 and 4 apply equivalently for respondents who
purchased digital content over the last year.
6. Respondents decision to buy cross-border was then further split between making
cross-border purchases inside the EU (from another Member State) or outside the
EU.
Table 11 displays the odds ratios70: these demonstrate the extent to which a certain
variable impacts the predicted probability of a certain event occurring. If the odds ratio
is above one, the predictor has a favourable influence on the likelihood that the event
will occur, while an odds ratio below one is interpreted to represent the opposite effect.
Table 12 presents the same analysis with computed marginal effects. The marginal effect
at the population mean is the net effect of a change in one variable on the probability to
buy abroad, provided that all the other variables are equal to their mean value. For
instance, the marginal effect for I find cheaper products online on buying tangible
goods abroad inside the EU is 0,036. This means that, within the group of people that
buy tangible goods, the estimated probability of buying tangible goods abroad within the
EU is 3.6 percentage points higher (for instance 47.6% instead of 44.0%) for an average
respondent who claimed to find cheaper products online versus an average respondent
who did not make this claim. In order to simplify the interpretation of the results (and
because the odds ratio and marginal effects reveal very similar patterns) we only report
results based on marginal effects in this section. Odds ratios are, however, available for
reference in Table 11.
6.3.1 Drivers of cross-border purchase behaviour inside and outside the EU
Lower prices clearly drive an increase in cross-border purchases of tangible goods and
offline services both inside and outside the EU. This is less true for digital content for
which only outside the EU buyers report price as a reason for buying cross-border.
Finding certain products only online is the strongest, most consistent driver of crossborder buying in general, regardless of location and type of offering. Respondents who
listed better quality and more choice as reasons to buy cross-border were more likely
to buy tangible goods but not digital content cross-border. These results are consistent
70
Odds are used to describe the likelihood of a certain event occurring. The odds for an event reflect the likelihood that a particular event
will take place. The odds can be transformed into a probability using the formula: p = odds / (1+ odds). For instance, if the odds for an
event are 3 to 1, this means that the probability that the event occurs is 75% (3 / (1+3)).
194
for those who purchased inside and outside the EU. Respondents aversion to visiting
actual shops seems to also be a consistent driver of cross-border online buying for both
tangible goods and digital content. This is not the case for other convenience aspects of
online buying, such as easy product returns and convenient delivery locations. Those
who find it easier to compare prices online were more likely to pay for digital content
cross-border but not for tangible goods and offline services. The availability of
information such as product comparisons can be identified as a consistent driver of
cross-border purchases in general. Interestingly, the availability of customer reviews is
a strong driver only for tangible goods.
In addition to specific reasons for buying online, several socio-demographic factors can
be identified as strong drivers/barriers to cross-border online buying behaviour.
Respondents who speak more languages were more likely to purchase cross-border
in general, which may hint to a language barrier. This barrier is less pronounced for
people buying outside of the EU, probably due to the fact that English alone is enough to
purchase outside of the EU. Still, ones ability to use English comfortably was
revealed as an even stronger driver of cross-border buying for both tangible goods and
digital content. As discussed in section 3.5, online sellers who wish to expand their
businesses across domestic borders might benefit from translating their offerings into
English as a priority, followed by other major EU28 languages (e.g. French, German).
This hypothesis is confirmed by the fact that people who speak English are more likely to
purchase outside of the EU than people who dont, both for tangible goods and digital
content (by as many as 12 and 9 percentage points respectively). This point also links to
education (higher educated people are more likely to speak English).
The regression shows that people who travel more often have a higher probability of
buying cross-border. This effect seems to be at its maximum for people who travel at
least once per month (by as many as 43 percentage points for tangible goods inside the
EU28). It is still positive but decreases slightly for people who travel even more
frequently looking at those who buy tangible goods inside the EU (to 24 and 29
percentage points respectively). This decrease could be due to frequent travellers having
the possibility to buy goods offline directly from the country of origin during their travels.
For those buying digital content the effect of the travelling frequency is less pronounced
for the most frequent travellers who buy digital content inside the EU and disappears for
cross-border outside the EU purchases. When comparing purchases within and outside
the EU, it seems that the impact of travel is lower for purchases from outside the EU28.
This difference in impact is especially pronounced for frequent travellers.
195
Younger people buy more abroad, in general. Looking at the relative impact of the
youngest age group (18-24) on the probability of purchasing tangible goods and digital
content and separately, it seems that the impact is even larger for purchases of digital
content. Consumers between 18 and 24 represent a generation that grew up surrounded
by computer technology, which could explain why they tend to purchase online more
freely and why this effect is even stronger for technology-driven markets (digital
content). As this so-called Net generation71 continues to represent an ever growing
proportion of the EU population, purchasing cross-border is expected to naturally grow.
Consumers who have completed a higher level of education are more likely to buy
cross-border. Furthermore, ones level of education has differential effects on purchasing
within and outside the EU. Namely, the effect is not present for digital content bought
cross-border inside the EU and is only significant when comparing the highest and lowest
education categories for digital content purchases outside the EU. It is important to note
that people who are more educated and travel more frequently are also more likely to
speak a higher number of languages (and English in particular). Therefore, education
and frequency of travel could at least partially account for the effect of the number of
languages.72
People residing in a highly urbanised (metropolitan) zone have a higher
probability of purchasing cross-border than people residing in rural areas, except when
buying digital content outside the EU. Differences between those residing in rural areas
and urban centres are only significant for tangible goods bought outside the EU. On a
global scale, over half of the worlds population now lives in highly urbanised areas. This
is an upward trend in most countries.73 This global urbanisation trend which is also
unfolding in Europe74 appears to be favourable to the further strengthening of the Digital
Single Market in Europe.
When it comes to GDP, the 2013 Eurostat data per country was used. In particular, total
GDP at market prices rather than GDP per capita was used, since total GDP reflects the
potential size of the online market within a given country 75. Since the GDP at market
71
72
http://www.ncbi.nlm.nih.gov/pubmed/17701615
In fact, some of the socio-demographic predictors are likely to interact in affecting cross-border purchase behaviour. A more in-depth
analysis of these effects could look at specific interactions between several predictors. Alternatively, it could construct models of
specific mediating effects in order to account for the existing relationships between the predictors.
73
http://www.un.org/en/development/desa/population/theme/urbanization/
74
GfKs Roper Consumer Lifestyles study: http://mbi.dirkjanswagerman.nl/static/files/MBI/Module%2011/gfk%20lifestyles.pdf
75
Source:http://ec.europa.eu/eurostat/tgm/refreshTableAction.do;jsessionid=D3kOmuetNGqm0nFHiTfLLmJTNCkQ_vbrW2jxfx1FsVJwU3
77UMpe!-1902225176?tab=table&plugin=1&pcode=tec00001&language=en
196
prices variable has undergone a log transformation, a concrete interpretation of the

results is difficult. Results show that that there is a negative effect of a bigger GDP
on the probability to buy cross-border inside the EU for both tangible goods and
digital content. This is probably because the home country economy is large enough to
ensure that most products can be found in the domestic market. Good examples of
countries where choice is likely to be sufficient and hence prevents consumers from
reaching outside their home country are: Germany, the United Kingdom and France. On
the other end of the spectrum lie smaller countries like Luxembourg and Malta, where
domestic choice is likely to be extremely limited, driving a strong propensity to engage in
cross-border online buying.
6.3.2 Barriers to cross-border purchase behaviour inside and outside the EU
In terms of the predictive power of different barriers or concerns, an important note

needs to be made concerning the interpretation of the reported analyses. This refers to a
limitation inherent to the present research. Namely, there seems to be an endogeneity
problem with the regressors on the concerns or barriers. There is a group of people who
bought cross-border but had a bad experience. This group will have listed a number of
concerns about cross-border purchasing. So the concerns these people report are not a
priori concerns they had, but rather concerns that arose after the experience of having
bought abroad. Since they have bought abroad (dependent variable = 1), the model
incorrectly interprets these concerns as drivers for buying abroad in this group, leading
to counter-intuitive results for some of the coefficients. In hindsight and in view of future
research on this topic, it would be interesting to ask respondents whether they would
buy abroad again, in order to make a distinction between the former and the latter
group. An alternative way to deal with the issue is to infer, based on the value of the
probability ratios, whether respondents belong to group 1 (ratio>1) or to group 2
(ratio<1) and to interpret the differences between purchases within and outside the EU.
In interpreting some of the results, consumers concerned about long delivery times are
more likely to have bought tangible goods outside the EU. This is due to a self-fulfilling
prophecy: people who did not buy abroad probably did not experience longer delivery
times. It would be interesting to see whether people experiencing longer delivery times
would still buy outside the EU in the future. A similar but much stronger effect can also
be observed for those who reported foreign sellers not willing to sell in their country as a
concern regarding cross-border buying. This concern is related to geo-blocking
practices and appears to be positively linked to the likelihood of buying tangible goods
and digital content cross-border, both inside and outside the EU. In reality, people who
197
already bought cross-border and experienced some form of geo-blocking are more likely
to report it as a barrier to cross-border buying. This effect and its strength, in particular,
is an indication that geo-blocking is indeed prevalent among cross-border buyers
regardless of the type of product.
High delivery costs seem to hold people back from purchasing tangible goods and
offline services cross-border both inside and outside the EU. Concerns with returning
products (high return shipping costs, difficulties in solving a problem and poor customer
service) seem to have little effect on people buying tangible goods cross-border inside
the EU. Expected difficulties in getting reimbursed, however, can be identified as a
barrier to cross-border buying inside the EU as well as outside the EU (only for tangible
goods) and inside the EU for digital content. There seems to be no issue concerning the
payment methods for tangible goods, although the issue arises for digital content
purchases inside the EU.
Trust issues are important in preventing people from buying abroad, mostly for tangible
goods. Lack of information from foreign sellers and mistrust of the terms and
conditions can be identified as consistently the strongest trust barriers to cross-border
buying, by nearly as many as 10 percentage points for intra EU purchases of tangible
goods. These trust issues appear to persist regardless of whether cross-border buying
occurs inside or outside the EU. An exception is the misuse of personal data, which is not
a significant predictor in any of the studied categories. Concerns with card details getting
stolen or the lack of acceptance of ones preferred payment method cannot be identified
as significant predictors of the propensity to engage in cross-border buying.
A lack of knowledge about consumer rights when purchasing online is currently a
barrier to cross-border purchasing. Therefore, there is a need to better inform
consumers about their rights when buying online, especially cross-border. As can be
expected, people who have had problems with online purchases are less likely to
purchase from abroad (by as many as 17 and 15 percentage points respectively for
tangible goods and digital content inside the EU). This suggests that a first positive
experience in online purchasing (mostly in the domestic market) is paramount in driving
cross-border buying behaviour. It gives confidence to purchase online again and
overcome the (extra) barriers to purchasing goods and content cross-border.
6.3.3 Drivers and barriers of the intensity of cross-border spending OLS
regression
A general limitation of the logistic regression analysis reported in the previous section is
that it does not take into account the intensity of cross-border purchase behaviour. As
198
such, no distinction was made between respondents who made cross-border purchases
very frequently and respondents who made such purchases very infrequently. To prevent
this bias, additional regression analyses were run. In these models, the dependent
variable was the percentage of money spent on cross-border transactions versus total
transactions for tangible goods and digital content separately. The independent variables
used were the same as for the logistic regression. The R of the models was 18.1%
(adjusted R=17.7) for tangible goods and 13.1% (adjusted R=12.2) for digital
content, confirming that a significant proportion of the variance in the dependent
variable is explained by the predictors. Interestingly, finding cheaper products online is
not a significant driver of the intensity of cross-border spending on tangible goods and
offline services, while choice is only marginally significant. Finding better quality and
certain products only online are the strongest drivers of cross-border spending
intensity for tangible goods and offline services, with the former being also the strongest
driver for digital content. In terms of barriers, lack of trust in the terms of conditions or
lack of information regarding offers from foreign sellers seem to be most likely to
prevent respondents from spending more cross-border but only for tangible goods. In
addition, high delivery costs can be identified as a barrier to cross-border spending for
tangible goods, as is the lack of knowledge of consumer rights. For further interpretation
of this additional analysis please see Table 13.
199
Table 11 Which factors influence the decision to purchase cross-border? Logit

regression model - Odds ratios reported
Purchase tangible goods
cross-border
outside
EU
Purchase digital
content cross-border
inside
outside
EU
EU
45.1%
20.5%
9.8%
inside
EU
Mean population
22.6%
REASONS
Price
I find cheaper products online
1.154
***
1.371
***
0.983
1.174
I find better quality products online
1.259
***
1.248
***
1.142
1.064
I can find certain products only online
1.245
***
1.391
***
1.251
***
There is more choice online
1.122
***
1.229
***
0.919
1.044
0.904
***
0.978
0.786
***
1.052
1.211
***
1.299
**
*
Quality and variety
1.433
**
*
Transaction
I save time by buying online
I don't like going to shops
1.138
***
1.153
I can order at any time of the day/week
1.081
**
1.091
*
*
*
*
0.925
1.203
Products are delivered to a convenient place
1.032
1.046
0.960
1.032
I can return products easily
1.082
1.008
0.958
1.095
1.028
1.057
1.175
***
1.240
1.187
***
**
*
**
*
Information
It's easier to compare prices online
It's easier to compare product information online
I can find more information online
I can find product reviews by other consumers
1.149
***
1.036
1.197
1.251
***
0.996
***
1.225
**
*
**
*
1.078
1.152
**
1.150
**
1.337
***
1.036
1.160
***
0.823
CONCERNS
Delivery conditions
Long delivery times
1.064
0.924
Delivery arrangements of foreign sellers might not be convenient for me
1.040
0.927
1.097
Foreign sellers will not sell to my country
1.407
***
Products will not be delivered at all
0.897
**
High delivery costs
0.871
***
1.264
***
0.954
0.896
***
1.098
*
*
1.111
1.151
1.323
***
1.339
1.494
***
1.500
0.844
**
1.073
0.908
0.956
*
**
*
**
*
Customer Service/Key consumer rights/redress

0.936
1.018
It may be more difficult to solve any problems if something goes wrong
1.028
0.988
High return shipping costs
1.034
1.116
1.117
0.821
0.879
***
0.905
*
*
*
*
1.144
***
1.136
***
1.245
***
1.001
0.831
1.211
0.813
***
0.942
1.277
0.991
**
**
*
**
*
0.926
**
*
Payment
0.961
1.015
1.017
My preferred payment method might not be accepted by foreign sellers
0.925
0.896
1.243
0.958
1.022
0.919
**
1.118
Trust
0.949

I don't trust the terms and conditions from foreign sellers that I have to
agree with online
0.820
***
0.865
***
0.945
0.684
***
0.598
***
0.792
***
0.743
I have too little information regarding offers from foreign sellers
0.673
***
0.711
***
0.859
0.774
200
1.029
**
*
**
*
Knowledge of Rights/understanding/protection
I do not know what my consumer rights are when buying online from a
seller/provider based in another EU country
The level of consumer protection in other EU countries is lower than in my
country
0.755
0.841
***
*
*
0.743
0.960
***
0.793
1.125
***
0.894
1.012
0.925
0.800
***
0.964
1.127
Other concerns
I might be redirected to a website in my country of residence
I may not be able to access the service or the product may be incompatible
to use in my country of residence
1.189
0.919
1.017
0.999
0.893
1.166
0.953
Other concerns
0.436
***
0.823
I don't have any concerns
0.730
***
0.871
Had a problem with online purchase
0.509
***
0.571
# Languages
1.215
***
1.047
Can use English comfortably
1.345
***
# hours of internet
1.017
***
0.966
0.404
***
0.927
0.623
***
1.122
***
0.490
***
0.782
1.294
***
1.165
1.987
***
1.366
***
2.007
1.041
***
1.011
**
*
SOCIO DEMOGRAPHICS
Travel frequency (base = never)
***
***
Daily
3.177
***
At least once a week
2.654
***
1.100
At least once a month
5.648
***
2.101
***
At least once every three months
3.609
***
1.725
At least once a year
2.205
***
1.438
Less than once a year
1.283
***
1.139
Age (base = 55+)
1.248
***
1.008
***
2.567
***
1.101
2.246
***
0.721
2.521
***
0.986
***
2.071
***
1.082
***
*
*
1.327
***
0.923
1.040
***
0.996
***
18-24
2.369
***
2.469
***
2.735
***
2.912
25-34
1.875
***
1.719
***
1.846
***
1.604
35-44
1.665
***
1.587
***
1.467
***
1.503
45-54
1.304
***
1.351
***
1.154
1.234
Education (base = (Post) Graduate)
***
***
Primary - Partial Secondary
0.781
***
0.768
***
0.917
Completed Secondary
0.919
**
0.894
***
1.067
Financial situation (base = Very easy)
***
Very difficult
1.141
Fairly difficult
Fairly easy
Metropolitan zone
Other town / urban centre
1.225
1.186
***
1.163
1.240
***
1.165
***
1.125
LOG(GDP)
0.900
Observations
19076
Joint model significance (Hosmer & Lemeshow test)
***
Notes: Significance Level at *** p<0.01, ** p<0.05, * p<0.1.
201
***
1.007
***
0.695
**
*
**
*
**
*
**
*
**
**
*
**
*
0.993
***
Region (base = Rural zone)
**
*
**
*
*
*
*
*
*
*
0.719
0.879
***
1.219
***
*
*
1.322
0.944
***
0.926
19076
0.895
0.890
0.976
***
1.121
***
***
0.963
***
1.018
8805
***
*
1.035
0.898
***
0.971
8805
***
Table 12 Which factors influence the decision to purchase cross-border? Logit regression
model - Marginal effects at mean population reported
Purchase tangible goods
cross-border
inside
EU
outside EU
Mean population
45.1%
Purchase digital content

cross-border
inside
outside
EU
EU
22.6%
20.5%
9.8%
REASONS
Price
0.036
***
0.055
***
-0.004
0.020
***
.057
***
0.039
***
0.027
0.008
0.054
***
0.058
***
0.046
***
.029
***
0.036
***
-0.017
-0.025
***
-0.004
-0.050
***
0.006
0.032
***
0.025
**
0.040
***
0.032
***
**
0.015
**
-0.016
0.023
***
Quality and variety

There's more choice online
0.044
***
0.005
Transaction
.019
.008
0.008
-0.008
0.004
.019
0.001
-0.009
0.011
Information
.007
.034

0.010
***
0.009
0.045
0.039
***
-0.001
***
0.033
***
0.027
***
0.036
***
0.025
***
0.016
0.017
**
0.017
**
0.051
***
0.007
0.026
***
-0.040
CONCERNS
Delivery conditions
Long delivery times
0.015
-0.020
-0.013
***
0.041
-0.008
0.010
0.085
0.019
0.016
-0.027
**
High delivery costs
-0.034
***
-0.019
***
***
0.017
0.058
***
0.036
***
0.083
***
0.050
***
-0.035
**
0.013
-0.020
**
*
0.009
-0.005
Customer Service/key consumer rights/redress

-0.016
0.003
0.007
-0.002
0.008
0.019
**
0.000
**
-0.043

-0.032
***
-0.018
0.033
***
0.022
0.023
-0.041
***
0.027
***
***
-0.012
**
-0.023
***
0.024
***
-0.010
0.030
***
Payment
-0.010
0.003
0.004
-0.019
-0.019
0.045
-0.001
**
0.014
Trust
-0.017
-0.006

I don't trust the terms and conditions from foreign sellers that I have to
agree with online
-0.049
***
-0.025
***
-0.012
0.004
-0.094
***
-0.090
***
-0.048
-0.098
***
-0.060
***
-0.031
202
-0.011
0.004
***
-0.037
***
-0.032
***
Knowledge of Rights/understanding/protection
I do not know what my consumer rights are when buying online from a
seller/provider based in another EU country
-0.070
The level of consumer protection in other EU countries is lower than in my

country
***
-0.041
***
-0.010
-0.030
**
-0.019
-0.039
***
-0.062
***
-0.014
0.024
0.001
-0.008
0.015
0.000
-0.004
Other concerns
I may not be able to access the service or the product may be
incompatible to use in my country of residence
0.043
-0.021
0.003
-0.020
0.032
-0.006
Other concerns
-0.205
***
-0.034
-0.188
***
-0.009
-0.078
***
-0.024
-0.098
***
0.014
-0.167
***
-0.098
***
-0.148
***
-0.030
***
# Languages
0.048
***
0.008
0.053
***
0.019
***
0.073
***
0.120
***
0.065
***
0.086
***
# hours of internet
0.004
***
0.007
***
0.002
SOCIO DEMOGRAPHICS
***
***
Daily
0.286
***
0.039
0.242
***
0.017
0.429
***
0.130
0.318
***
0.095
0.196
***
0.062
***
Age (base = 55+)
***
0.195
***
0.012
0.168
***
-0.040
***
0.192
***
-0.002
***
0.151
***
0.010
0.064
***
0.059
***
-0.010
0.023
**
***
0.001
0.008
***
-0.001
***
***
18-24
0.214
***
0.158
***
0.208
***
0.132
***
25-34
0.156
***
0.095
***
0.127
***
0.058
***
35-44
0.126
***
0.081
***
0.079
***
0.050
***
45-54
0.066
***
0.053
***
0.030
0.026
**
***
***
***
-0.061
***
-0.046
***
-0.018
Completed Secondary
-0.021
**
-0.020
***
0.013

Very difficult
Fairly difficult
Fairly easy
***
0.033
0.042
0.053

Metropolitan zone
LOG(GDP)
Observations
Nagelkerke R2
Joint model significance (Hosmer & Lemeshow test)
203
*
***
***
***
0.002
-0.026
***
-0.001
0.036
0.026
0.027
**
**
**
-0.068
-0.008
-0.027
***
0.035
***
0.020
**
-0.010
***
***
*
-0.014
-0.014
-0.003
***
0.058
***
0.004
-0.016
*
0.004
-0.013
***
-0.004
19076
19076
8805
8805
23.2%
15.2%
23.0%
12.2%
***
***
***
***
0.029
-0.045
***
***
***
Table 13: Cross-border spending intensity (% of money spent on cross-border

transactions) OLS regression
Tangible
goods
Digital
content
REASONS
Price
-0.001
-0.030
***
0.059
***
Quality and variety

0.063
***
0.021
***
There's more choice online
0.006
0.009
-0.019
**
-0.009
-0.049
***
0.020
***
-0.008
Transaction
0.020
-0.013
0.002
0.004
0.009
-0.003
0.000
0.000
0.004
0.025
0.008
-0.007
0.007
-0.004
-0.016
-0.014
Information
***
CONCERNS
Delivery conditions
Long delivery times
-0.009
***
0.012
-0.006
0.039
0.022
0.031
-0.015
***
-0.002
High delivery costs
-0.024
**
-0.020
-0.009
***
0.018
***
Customer Service/redress/key consumer rights

-0.016
-0.008
-0.024
0.001
**
-0.019
***
0.007
***
-0.008
**
-0.021
**
Payment
-0.018
-0.010
0.013
***
0.024
Trust
-0.007
-0.005
-0.017
0.013
I don't trust the terms and conditions from foreign sellers that I have to agree with online
-0.025
***
-0.002
-0.041
***
-0.007
204
Knowledge of rights/understanding/protection
I do not know what my consumer rights are when buying online from a seller/provider based in
another EU country
-0.042
***
-0.004
The level of consumer protection in other EU countries is lower than in my country
-0.014
***
-0.016
-0.014
-0.005
Other concerns
I may not be able to access the service or the product may be incompatible to use in my country
of residence
0.050
0.000
0.036
Other concerns
-0.097
-0.101
**
***

**
0.016
-0.039
***
-0.011
0.097
***
0.094
0.005
***
0.009
**
SOCIO DEMOGRAPHICS
# Languages
# hours of internet
0.042
0.001
***
0.034
***
0.001
***
***
***
Daily
0.170
***
0.114
***
0.150
***
0.128
***
0.199
***
0.127
***
0.151
***
0.077
***
0.078
***
0.010
0.026
***
-0.009
Age (base = 55+)
***
***
18-24
0.140
***
0.156
***
25-34
0.099
***
0.111
***
35-44
0.062
***
0.074
**
45-54
0.040

Completed Secondary
-0.009
-0.010

0.020
Fairly difficult
0.024
0.024

Metropolitan zone
Country fixed effects

Constant
Observations
*
***
0.002
***
***
-0.044
***
-0.020
***
-0.017
***
0.029
0.006
0.049
***
0.027
YES
YES
-0.011
0.051
21806
10050
18.1%
13.1%
Adjusted R
17.7%
12.2%
205
**
0.009
***
Very difficult
Fairly easy
0.033
*
6.4 Consumer rights awareness and traders compliance

The legal framework for consumer protection can only be effective if consumers are
aware of their rights. The current EU regulatory framework for consumer protection
consists of the following horizontal acquis:
-
The Consumer Rights Directive76
The Unfair Commercial Practices Directive77
The Sale of Consumer Goods Directive78
The Unfair Contract Terms Directive79
The Price Indication Directive80
There are further EU consumer protection rules in specific sectors, such as the Package
Travel
Directive,
Timeshare
Directive,
directives
in
the
area
of
energy
and
telecommunications etc. Furthermore, relevant rules for consumers are contained in

instruments such as the Personal Data Protection Directive81, e-Privacy Directive82, the
e-Commerce Directive83, the Payment Services Directive84, etc.
Consumer awareness about their rights and recourse mechanisms is imperative for
effective consumer protection. In particular, in the online environment, consumers
knowledge of their rights regarding online digital product purchases and traders
compliance with the existing acquis was measured via two specific questions.
First of all, all respondents were asked about the latest point in time when they have the
right to withdraw from the online purchase of digital content and get their money back.
At EU28 level, 30% of respondents reported that can do so 'before they actually paid for
the product', 7% reported 'within 14 days after completing the download/streaming', 4%
answered 'within 24 hours after the download/streaming was completed' and 3%
mentioned 'before the download or streaming was completed'. Almost half (47%)
76
Directive 2011/83/EU of 25 October 2011 on consumer rights. A guidance for its implementation was published in 2014 by the
Commission (DG Justice) http://ec.europa.eu/justice/consumer-marketing/files/crd_guidance_en.pdf
77
Directive 2005/29/EC of the European parliament and of the council of 11 May 2005 concerning unfair business-to-consumer commercial
practices in the internal market
78
Directive 1999/44/EC of 25 May 1999 on certain aspects of the sale of consumer goods and associated guarantees
79
Directive 93/13/EEC of 5 April 1993 on unfair terms in consumer contracts.
80
Directive 98/6/EC of the European parliament and the council of 16 February 1998 on consumer protection in the indication of the prices
of products offered to consumers.
81
Directive 95/46/EC on the protection of individuals with regard to the processing of personal data and on the free movement of such data.
82
Directive 2002/58/EC concerning the processing of personal data and the protection of privacy in the electronic communications sector.
83
Directive 2000/31/EC of 8 June 2000 on certain legal aspects of information society services, in particular electronic commerce, in the
Internal Market.
84
Directive 2007/64/EC of 13 November 2007 on payment services in the internal market.
admitted that they did not know the answer to this question, whereas a mere 9% of
respondents correctly identified that they could do so 'before the download/streaming
was started'85. The proportion of respondents that identified the correct answer ranged
from as low as 3% in Bulgaria and Cyprus to as high as 11% in the UK.
85
207
See Article 16(m) of the Consumer Rights Directive 2011/83/EU http://eur-lex.europa.eu/legalcontent/EN/TXT/PDF/?uri=CELEX:32011L0083&rid=1
Figure 98 Awareness of consumer rights regarding digital online purchases: the right to
withdraw from a purchase, by country
Source: Core Survey Q6: When purchasing digital content, what is the latest stage up to which you have the right to withdraw
from the purchase and get your money back? (EU28=22848)
208
When looking at analysis by socio-demographics and country it can be noted that the
proportion of respondents giving the right answer was highest among men (10%,
compared to 8% amongst women), those aged 25-34 (11%), those with the highest
level of education (10%), those who found it very easy to make ends meet (11%),
respondents with the highest frequency of online activity (11%), those living in a
metropolitan area (10%) and those with the highest travel frequency (13%). This could
be reflective of the type of respondent who has experience and thus knowledge of
online purchases of digital content.
In general, very few respondents have correct understanding of their withdrawal rights
when purchasing digital content online. Respondents who paid for digital content were
best informed of their rights (13%), as well as those who paid for online services (14%,
by far the highest percentage of all groups of respondents). Overall, however, the
majority of respondents are either unaware of their rights or believe that they can only
withdraw from the purchase before payment is made. Those who are mostly unaware of
their rights include women (52% vs. 42% amongst men), respondents aged 55+ (53%
vs. 38% amongst 18-24 year olds), low education respondents (53% vs. 42% between
higher education respondents), those who find it very difficult to make ends meet (54%
vs. 43% by those who find it very easy), those with a very low purchase/usage activity
(58% vs. 33% amongst high users),
respondents in rural zones (52% vs. 42% in
metropolitan) and the infrequent travellers to other countries (55% vs. 30% between
frequent travellers).
209
Figure 99 Awareness of consumer rights regarding digital online purchases: the right to
withdraw from a purchase, by socio-demographics (part 1)
210
Figure 100 Awareness of consumer rights regarding digital online purchases: the right
to withdraw from a purchase, by socio-demographics (part 2)
211
Traders compliance with the existing acquis was also assessed by asking those who had
paid for digital content in the last 6 months whether their explicit consent was sought as
to the fact that by starting the download/streaming, they were accepting to lose the
right to withdraw from the purchase of digital content. Whereas a third (33%) of
respondents replied that their explicit consent was always sought, 45% of respondents
who had paid for digital content reported that their explicit consent was never sought
and a further 23% that it was only occasionally sought.
A particularly high proportion of those aged 55+ (62%) reported that their explicit
consent was never sought (vs. only 36% of respondents aged 18-24), followed by
respondents who never or rarely travel abroad (55% vs. 30% by very frequent
travellers), those who live in rural areas (52% vs. 41% in metropolitan) and those of
lower education (50% vs. 41% of higher education respondents).
212
Figure 101 The frequency of explicit consent sought concerning the loss of consumers
right to withdraw from a digital online purchase, by socio-demographics (part 1)
Source: Core Survey Q30. When purchasing digital content in the last 6 months, has the trader sought your explicit consent as
to the fact that, by starting the download or streaming, you were accepting to lose your right to withdraw from the purchase?
(EU28 N = 9557 respondents who had paid for digital content in the past year)
213
right to withdraw from a digital online purchase, by socio-demographics (part 2)
214
Only a very small proportion of respondents from Finland (12%), Cyprus (13%), and
Slovenia (14%) reported that their explicit consent was sought on all occasions.
Remarkably, three fourths (74%) of Finnish respondents who purchased digital content
in the last 6 months reported that their explicit consent was never sought. This was also
reported by respondents from Cyprus, Slovenia and Estonia (each at 60%).
215
right to withdraw from a digital online purchase, by country
216
PROBLEMS AND COMPLAINTS
Consumers may encounter a series of different problems with their online purchases,
such as lack of access to certain goods or services, based on their location, or delivery of
products that are not in conformity with the order - either of lower quality than
advertised or defective.
Directive 1999/44/EC of 25 May 1999 on certain aspects of the sale of consumer goods
and associated guarantees86 sets forth the obligation of conformity. The seller must
deliver goods to consumers that are in conformity with the contracts of sale (article 2).
Such conformity is presumed if the goods comply with the description given by the
seller, are fit for the normal purpose of such goods or for the specific purpose indicated
by the purchaser and accepted by the seller, and show the normal quality and
performance of this type of goods that the consumer may reasonably expect. There is no
lack of conformity if, at the time the contract was concluded, the consumer was aware,
or could not reasonably be unaware, of the lack of conformity (art. 2 3). In case of a
lack of conformity, the consumer is entitled to have the goods brought into conformity
free of charge, and within a reasonable time, by repair or replacement, unless this is
impossible or disproportionate (if the costs would be unreasonable). The consumer may
require an appropriate reduction of the price or, unless the lack of conformity is minor,
have the contract rescinded if he or she is entitled to neither repair not replacement or if
the seller has not completed these remedies in reasonable time and without significance
inconvenience to the consumer.
Unwanted purchases may result from misleading or aggressive marketing techniques
that are prohibited under the Unfair Commercial Practices Directive (UCPD). The
enforcement of the EU consumer protection regulatory framework is organised at the
national level. Consumers are not always sufficiently aware of the possibilities in respect
of claims that they may direct against the trader (e.g. regarding legal guarantee of
conformity) or redress possibilities via European Consumer Centres (in case of crossborder issues), national consumer enforcement authorities, courts and alternative
dispute resolution mechanisms. Furthermore, specific legal rights such as the right of
withdrawal under the Consumer Rights Directive, or the refund of payments on the basis
of the Payments Directive, may be insufficiently known by consumers.
86
http://eur-lex.europa.eu/LexUriServ/LexUriServ.do?uri=CELEX:31999L0044:en:HTML
217
This chapter explores and analyses the problems that respondents faced with their online
purchases made in the past year (most recent problem), followed by the complaints that
they may have made about these problems and their level of satisfaction with complaint
handling. Results are analysed according to socio-demographics, country, product type
and whether or not the purchase was made cross-border. Analysing these variables
allows for an exploration of the product and consumer types that are most susceptible to
problems.
7.1 Problems encountered

When asked whether or not they had experienced a problem when making / trying to
make an online purchase within the past year, 31% of survey respondents reported
that they had experienced at least one problem. Whilst this figure appears to be
high, it must be noted that respondents were asked for any problem (most recent)
experienced with an online purchase / purchase attempt. Therefore, if a regular user of
the internet had made one online purchase per week over the past year (i.e. 52
purchases in total), then experiencing a problem with one of these products could indeed
be a distinct possibility.
The proportion of respondents experiencing a problem (most recent problem in the last
12 months) was higher in the EU13 than the EU15 (38% vs. 30%). When analysing the
results according to socio-demographics shown in the figures below it is notable that
the proportion experiencing a problem decreases with increasing age (from 43%
amongst 18-24 year olds to 20% for respondents aged 55+) and increases with the level
of education (from 25% by respondents with a primary/partial secondary level of
education to 35% amongst (post)graduates). Furthermore, problems experienced are
higher among regular foreign travellers (50% vs. 23% between infrequent travellers)
and those living in a metropolitan area (37% vs. 26% in rural areas).
Rather than these results being an indication of vulnerability, they are instead related to
these groups of respondents who made the most online purchases and thus are more
likely to experience a problem due to the increased volume of their online activity. For
example, those respondents who are very high users of the internet (with respect to
purchasing products or accessing/using content or services online) are twice as likely to
experience a problem than very low users (45% vs. 22%).
218
Figure 104 The incidence of problems encountered, by socio-demographics (part 1)
Source: Core Survey Q23: Proportion experiencing any problem with an online purchase/attempted purchase of a
good/service/content (EU28 N=22,646)
219
Figure 105 The incidence of problems encountered, by socio-demographics (part 2)
good/service/content (EU28 N=22,646)
220
Furthermore, the incidence of problems experienced by respondents was also analysed

by country, as depicted in the following figure. This further emphasises the higher
incidence of problems in the EU13 in general, with the highest proportion of respondents
reporting having experienced problems in Poland (40%), Romania (39%), Slovakia
(39%), Greece (38%) and Hungary (38%). At the other end of the scale lie Iceland
(13%), the Netherlands (21%), Latvia (22%), Portugal (23%) and Denmark (23%).
221
Figure 106 The incidence of problems encountered, by country
good/service/content (N=23,387)
222
7.1.1 Problems encountered per surveyed market

As part of this question about the incidence of problems encountered in the past 12
months, respondents were also asked to indicate the type of product with which they
most recently experienced a problem. The most commonly reported problems were with
clothing, shoes and accessories (experienced by 6% of all respondents who purchased
products online in the last 12 months and by 18% of respondents who experienced
problems in general), electronic and computer hardware (4% of all respondents and
13% of those who experienced problems), electrical household appliances (2% and 7%
respectively), books in print or on a tangible medium (2% and 5% respectively).
The types of products that rank highest in terms of percentage of respondents
experiencing the most recent problems do not necessarily point to poor performance
compared to other markets, but rather seem to relate to markets that display a higher
amount of online sales. For example, clothing, shoes and accessories was the market
cited as the most common product purchased online in the past 12 months (76% of all
online respondents had bought this product online in the past year), but It was also the
most common recent online purchase (21% of all online buyers purchased such products
most recently) and the most common source of problems (6% of all respondents had
their most recent problem with these products). Similarly, electronics and computer
hardware was the second most commonly reported online purchase that took place most
recently by online buyers (13%) and the second most common source of most recent
problems (4% by all respondents). The following table demonstrates this further by
showing the most common tangible products and offline services and digital content in
terms of all purchases made in the past year, most recent purchases made, and most
recent problems experienced within the past year.
223
Table 14 Comparison between the type of latest online purchase and the latest problem
encountered
Purchased
or paid for
over the
past year
Latest
Latest
problem
Latest
problem
encountered
online
encountered
(only subsample
purchase
(total sample)
who reported
Digital Content
Products & Offline services
a problem)
76%
21%
6%
18%
Travel services
68%
9%
1%
3%
Electronics and computer hardware
67%
13%
4%
13%
Books
64%
11%
2%
5%
63%
4%
1%
2%
61%
7%
2%
7%
60%
8%
1%
4%
56%
4%
1%
4%
design
Music & film
55%
5%
1%
3%
50%
5%
1%
4%
46%
4%
1%
3%
46%
2%
1%
2%
E-books
18%
2%
1%
2%
Music
20%
1%
1%
2%
Films & TV series
20%
1%
1%
3%
Games, including in-game purchases
18%
1%
1%
3%
Live events, e.g. sports, concerts etc.
17%
0%
1%
2%
12%
0%
0%
1%
12%
0%
0%
1%
16%
1%
1%
2%

Non-electrical
Other
video
household
content,
goods
e.g.
&
interior
Educational,
entertainment etc.
Online news services, newspapers, magazines,
blogs etc.
Software, including apps
Source: Core Survey: Q2a: Over the last 12 months, how many times on average have you used the Internet to buy or order
tangible goods and services? (EU28 N= 22848); (EU28 N= 22848) Q4a: Over the last 12 months, how many times on average
have you used the Internet to access the following digital content (EU28 N= 22848); Q9: Thinking about your latest online
purchase, what kind of product did you buy? (EU28 N=21,657); Q23: If you experienced a problem/problems when making or
trying to make an online purchase in the last 12 months, the most recent problem was with: (EU28 N=22,646)
The fact that problems mostly occurred with tangible goods and offline services, rather
than digital content, is likely to reflect the large volume of purchases with these types of
products, rather than tangible goods or offline services markets being more susceptible
to problems compared to digital content.
7.1.2 The origin of problems encountered
Those respondents who did experience a problem were then asked from where they had
purchased or tried to purchase the product with which they most recently experienced a
problem. For 56% of those who experienced a problem, the purchase or attempted
224
purchase was from a seller from their own country, whilst 21% of problems were from
sellers based in another EU country and 13% outside the EU. A further 9% of
respondents did not know the country of origin of their online seller.
When the country where the seller is based from (for the most recent problem) is
compared to that of the most recent purchase, it can be seen that cross-border
purchases account for a disproportionately high amount of problems compared to
purchases, as shown in the following figure. This figure shows cross-border purchases
within the EU accounting for 12% of the latest purchases and 21% of the latest
problems, whilst cross-border online purchasing activity from a non-EU country
accounted for 6% of the latest purchases and 13% of the latest problems experienced.
Figure 107 Comparison between the origin of respondents latest online purchase and
latest problem encountered
Source: Core Survey Q12: Where did you buy this product online from? (EU28 N=21,657) Core Survey Q24: Where was this
online purchase made or attempted from? (EU28 N=6,468)
The following figures analyse the origin of the latest problem by socio-demographics and
respondent purchase activity. A summary of the key findings is as follows:
225
The source of the problem being a seller in another EU Member State was more
common with respondents in the EU15 than the EU13 (23% vs. 16%), amongst
men (24% vs. 19% by women) and amongst frequent foreign travellers
(accounting for 30% of problems for those who travel at least a few times a
year).
The proportion of problems originating with a seller based outside the EU28
showed very few variations across socio-demographic categories, although the
proportion tended to decrease as age increased (18% for 18-24 year olds vs. only
9% amongst those aged 55+).
The respondent being unaware of the geographical origin of the seller/provider

with whom he/she experienced his/her most recent problem (9% EU average)
was most commonly mentioned by women (12% vs. 7% by men), those aged 45
and above (13%), respondents living in rural areas (13% vs. only 8% in a
metropolitan zone), those who find it very difficult to make ends meet (14%),
(very)
low
internet
users
when
it
comes
to
purchasing
products
or
accessing/using services and content (11%) and those who most rarely travel
abroad (13%).
Figure 108 The origin of latest problem encountered, by socio-demographics (part 1)
Source: Core Survey Q24: Where was this online purchase made or attempted from? (EU28 N=6,468)
226
Figure 109 The origin of latest problem encountered, by socio-demographics (part 2)
When analysing the results by country, it can be seen that respondents from Western
countries with a large domestic online market due to their size (e.g. the UK, Germany)
and the medium-sized/larger Eastern European countries (e.g. Poland, Romania) were
most likely to have their latest problem being a result of an online purchase made within
their own country. This can be explained by larger countries having a bigger domestic
online marketplace, which leads to a larger proportion of domestic online sales and thus
more chances for a problem to occur with one of these purchases. In contrast,
respondents from smaller countries (e.g. Malta, Luxembourg) were much more likely to
purchase online from abroad and so were more likely to experience a problem with a
cross-border purchase (for 58% and 76% of all respondents who experienced problems
in these two countries respectively). So were countries whose consumers are known to
engage in a high degree of cross-border e-commerce activities with neighbouring
countries with which they share a common language (e.g. Austria 52% - with Germany,
Cyprus 47% - with Greece, Belgium 44% - with France and the Netherlands etc.). It is
also notable that problems with online purchases from outside the EU were highest for
Iceland (50%) and Croatia (44%)
227
Figure 110 The origin of latest problem encountered, by socio-demographics, by country
228
7.1.3 Type of problem encountered

Respondents were requested to give details about the types of problems that they had
experienced most recently with online purchases / attempted purchases made in the
past 12 months. These are shown in the figure below, from where it can be seen that
amongst those who experienced problems the most common problem was linked to
delivery (17% long delivery time), whereas a series of problems related to conformity of
the offer ranked from the 2nd to the 5th place respectively. In particular, 15% or
respondents who experienced problems reported the product being of lower quality than
advertised, 14% mentioned defective products, whereas an additional 13% equally
reported receiving the wrong product or not receiving any product whatsoever. A further
12% mentioned poor customer service.
Figure 111 Type of latest problem encountered
Source: Core Survey Q25: What was/were the problem(s)? Please select all responses that apply. (EU28 N=7,119)
However, it has to be highlighted that certain problems are only relevant to certain
consumer types. For example, problems related to foreign sellers 87 are only relevant for
those who experienced a problem with a cross-border purchase, whilst problems related
87
Foreign seller charged me more than in his country and Foreign sellers refused to sell to me because I live in my country
229
to closing an account or not accessing a service are only relevant for those who
experienced a problem with the purchase of an online service or digital content (For a
full list of filters see Q25 of the Core Questionnaire in Annex I).
With this in mind, it is valuable to analyse the prevalence of different problem types
according to the type of product and so the table that follows provides an analysis of
problems experienced according to product type and according to whether the
purchase/purchase attempt was domestic or cross-border. The main conclusions from
this analysis are:
The most frequently reported problem amongst those who experienced problems
(long delivery time) was as much a problem for tangible goods as it was for
online services and digital content.
o
Considering tangible goods, it was a more common problem among goods

bought outside the EU (24%) than cross-border within the EU (14%) or
domestically (16%).
A long delivery time was the biggest problem for digital content,
regardless of whether this was purchased domestically (20%), intra-EU
(18%) or from a seller of unknown origin (22%).
When it comes to problems with conformity, receiving the wrong product was
equally as much a problem for tangible goods, as for online services or digital
content, irrespective of the origin of the seller/provider (highest for intra EU
digital content purchases 16%).
The same was true when the product quality
was lower than advertised: highest for outside the EU purchases of tangible
goods (18%) and domestic purchases of digital content (17%).
o
However, tangible goods ordered from outside the EU (25%) or from an

unknown location (19%) were much more likely to result in non-delivery
than domestic purchases (12%) or intra-EU purchases of tangible goods
(13%); the same trend was observed for digital content, but to a much
lesser extent.
Moreover, a defective product delivered was more frequently quoted by

respondents who bought tangible goods domestically (18%), than from
abroad (11% and 10% respectively) or from a seller of unknown origin
(11%); When it comes to digital content, purchases from outside the EU
resulted in a very high percentage of defective products (20%) compared
to domestic (12%) or cross-border within the EU purchases (9%)
230
The most common problem for domestic purchases of tangible goods was that the
product did not work (18%);
The most common problems for purchases of online services for which country
of origin was not asked were a long delivery time (16%) and being unable to
access the service (14%), whilst problems of misuse of personal data when using
online services (8%) were also ranked rather high;
Certain problems that arise only with online services or digital content were
mentioned by a sizable proportion of respondents who made / tried to make an
online purchase, such as not being able to access the service and not being able
to get the data back once an account was closed.
A sizeable
proportion of respondents quoted problems that arise with cross-
border purchases only, like a foreign seller charging a higher price than to
consumers of his own country (6% for intra EU purchases for both tangible goods
and digital content), consumers not being able to access the foreign sellers
website or only limited content displayed to them (7% for intra EU purchases of
tangible goods and 9% for digital content) or refusal to sell because of the
country of origin and redirection to a local website instead (these will be
discussed in detail shortly).
231
Table 15 The type of latest problem encountered based on the origin of respondents online purchase
Tangible
good/service
: purchased
domestically
Tangible
good/service
: purchased
cross-border
intra EU
Tangible
good/service:
purchased
cross-border
extra EU
Tangible
good/service:
do not know
country of
origin
Digital
content:
purchased
domestically
Digital
content:
purchased
cross-border
intra EU
Digital
content:
purchased
cross-border
extra EU
Digital
content: do
not know
country of
origin
Online service
(country of
origin not
asked)
2925
1056
673
427
712
315
155
178
594
Long delivery time
16,1%
14,3%
23,6%
18,0%
19,3%
18,3%
14,7%
22,2%
15,5%
Product was of lower quality than advertised
16,7%
13,9%
17,9%
10,5%
17,4%
13,0%
10,0%
9,1%
10,0%
Product delivered did not work
17,5%
11,2%
10,3%
11,3%
11,6%
9,3%
20,6%
9,6%
9,6%
Wrong product delivered
14,6%
11,5%
13,1%
13,1%
13,9%
16,3%
9,4%
6,8%
11,8%
Non-delivery
11,5%
13,2%
24,7%
19,1%
10,4%
12,5%
12,7%
12,6%
9,1%
Customer service was poor

I could not return a product I didn't like and get
reimbursed
The seller did not replace or repair a faulty
product
Delivery costs or final price was higher than
displayed on website
The terms and conditions were not respected by
the seller/provider
I was automatically redirected to the seller's
website in my country
My means of payment was refused by the seller
12,6%
13,0%
8,8%
10,3%
13,7%
12,9%
13,7%
13,6%
9,4%
5,4%
9,1%
6,4%
8,0%
8,0%
5,4%
11,7%
7,1%
8,0%
6,3%
7,7%
4,5%
5,1%
6,4%
5,3%
4,0%
4,9%
8,0%
3,6%
6,6%
7,7%
8,8%
5,6%
5,3%
6,6%
8,0%
7,4%
5,1%
3,8%
3,0%
6,4%
6,3%
6,5%
7,7%
7,2%
2,5%
2,7%
4,6%
3,0%
4,4%
7,3%
7,8%
8,8%
5,3%
7,4%
Base size
3,1%
3,6%
3,6%
2,5%
8,2%
11,5%
1,5%
7,4%
4,5%
I could not access the service
13,5%
9,7%
12,4%
14,4%
13,7%
My personal data was misused
2,8%
4,5%
1,0%
1,8%
4,0%
4,0%
4,1%
4,8%
7,6%
My payment card details were stolen

I could not get my data back when closing my
account
A foreign seller charged a higher price to me
than to consumers in the country of the seller
I could not access the foreign seller's website or
only limited content was displayed to me
Foreign sellers refused to sell to me because I
live in the my country
Other problems
1,6%
5,6%
2,6%
1,8%
3,4%
7,6%
4,8%
4,6%
4,1%
7,0%
5,6%
5,4%
3,2%
4,8%
6,3%
3,7%
1,4%
6,2%
7,7%
4,1%
4,6%
6,6%
4,6%
1,3%
9,0%
1,4%
6,4%
4,4%
5,5%
4,0%
1,9%
3,6%
6,1%
3,5%
3,9%
13,9%
9,1%
9,7%
15,7%
9,8%
5,6%
6,8%
17,1%
9,4%
Tables V.214-V.217 in the Annex report on differences according to socio-demographics

and country for all 18 types of problems. There are relatively few differences by sociodemographics. The most notable difference is that the problem of the product being of
lower quality than advertised was more prevalent in the EU13 than the EU15 (20% vs.
14%). When it comes to differences by age, older respondents (aged 45+) appear to
report higher percentages of problems with products of a lesser quality (17-18% vs. only
13% by younger respondents) or problems with defective goods (16-17% vs. 12% for
younger respondents). When analysing the results by country, a few notable differences
can be made. Croatian consumers who reported experiencing a problem were especially
likely to quote problems due to non-delivery (25%) or the product being of lower quality
than advertised (23%) when compared to the other countries, as did respondents from
the Baltic countries, who also reported problems with delivery times being higher than EU
average (Lithuania 25%, Latvia 23%, Estonia 20%), together with Greece 24%. Nondelivery was particularly an issue also for respondents from both Cyprus (21%) and
Malta (19%), probably linked to their geographic location.
Focusing in particular on the subset of respondents whose problem was that the foreign
seller refused to sell to them because of their country of residence or that they were
redirected to the sellers website in their country of residence, despite trying to access
the sellers website in another country, these respondents were asked to identify the
stage of their attempted cross-border purchase when they realised that this particular
problem had arisen. As shown in the graph below, the problem of refusal to sell (6% and
4% for an attempted cross-border within the EU purchase of tangible goods or digital
content respectively) tended to mostly arise when respondents were entering their
delivery address (57%), whilst the problem of automatically being redirected to another
website (4% for an attempted cross-border within the EU purchase of tangible goods and
8% for digital content) more often occurred at the start of the online purchase process
when visiting the foreign sellers website (47%). Detailed results by socio-demographics
and country are given in Tables V.218-V.221, although the very small base size should
be noted.
233
Figure 112 Specific problems encountered with cross-border purchases
Source: Core Survey Q26: At what stage of your attempted cross-border purchase did you realise that you could not buy the
good/service because? (refuse to sell N = 214; automatically redirected N = 270). Note small base size
In addition, those respondents who noted that they had streamed films and TV series or
live events in the last 12 months were subsequently asked if they had tried to access
such live events that one can normally view in their country of residence from abroad. Of
the 31% of respondents who streamed films and TV series in the last 12 months and
tried to access streaming services of their own country while being abroad, 43% reported
not being able to access the content when abroad88. Equally, of the 38% of respondents
who streamed live events (e.g. sports matches) in the last 12 months and tried to access
streaming services of their own country while abroad, 51% reported not being able to
access them89.
In both cases, the primary reason that prevented them from accessing either films/TV
series or live events was the content provider of the digital content. Detailed results by
socio-demographics and country are given in Tables V.239-V.243 in Annex V.
88
89
234
48% reported that they were not allowed by the content provider, 28% that they were not allowed by the Internet service provider
and a further 24% that it didnt work for 'another reason'
39% reported that they were not allowed by the content provider, 35% that they were not allowed by the Internet service provider
and a further 26% that it didnt work for 'another reason'
Figure 113 Attempts to access digital content (films, TV series or live events) from
another EU country
Source: Core Survey Q4c Over the last 12 months, when being in another EU country, did you try to view Films/TV series
and/or Live events? (EU28 N = 10289 for films / TV series; EU28 N = 13945 for live events)
7.2 Actions taken after encountering a problem

A key measure of assessing consumer empowerment for those respondents who
experienced a problem is looking to see whether or not they complained about that
specific problem. If consumers experience a problem but choose to not complain, then
this could be frequently attributed to lack of confidence in complaining, lack of
opportunity (no time to complain) or simply lack of knowledge to whom to complain.
With this in mind, those respondents who had experienced a problem were subsequently
asked whether or not they had complained to someone and, if so, to whom they
complained.
At overall EU28 level, 82% of respondents who experienced their most recent problem
made a complaint, whilst 16% did not complain. Those who complained were most likely
to do so to the seller of the product that generated the problem (57%), whilst a sizeable
number of respondents also complained to the manufacturer (14%), a public authority
(8%), took the matter to an out-of-court dispute resolution body (7%) or went to court
(3%).
235
When comparing the results by socio-demographics (full results in Table V.222), it is

apparent that EU13 respondents had a greater tendency to not complain (22% vs. 14%
for the EU15) and as such were less likely than their EU15 counterparts to complain to
the seller or manufacturer in particular. Women also had a tendency to not complain
when
compared
to
men
(18%
vs. 14%). Considering
other
socio-demographic
characteristics, those aged 55+ were most likely to complain to the seller (64% vs. 46%
of those aged 18-24), whereas the younger age group was the most likely to complain to
the manufacturer (16% vs. 9% amongst the oldest respondents), to a public authority
(11% vs. 7%) and to an out of court dispute resolution entity (10% vs. 4%). Those who
travelled abroad most frequently were also the most likely to complain to the
manufacturer (20%), a public authority (14%) or an out-of-court dispute resolution body
(12%). Respondents who live in rural areas were also the least likely to complain (19%)
when compared to those residing in metropolitan zones (14%).
Figure 114 Where complaint was addressed to after encountering a problem, by sociodemographics (part 1)
Source: Core Survey Q27: For your most recently experienced problem(s) with an online purchase, what action did you take?
(EU28 N=7,119)
236
Figure 115 Where complaint was addressed to after encountering a problem, by sociodemographics (part 2)
Source: Core Survey Q27: For your most recently experienced problem(s) with an online purchase, what action did you take?
(EU28 N=7,119)
When analysing the results by country, the tendency to not complain when faced with a
problem was highest with respondents from Latvia, Luxembourg, Lithuania, Slovenia,
Estonia and Cyprus for all six countries, over a third of consumers who experienced a
problem chose not to complain (see Table V.223 for full results).
Those respondents who faced a problem but did not complain were subsequently asked
why this was the case. As shown in the graph below, the main reasons given were that
the sums involved were too small (27%), that they did not expect to receive a
satisfactory solution (23%) and that they expected that any resolution would take too
long (19%).
The fact that 12% of respondents did not know where to complain and 8% were unsure
of their consumer rights is indicative of the fact that consumers should be given more
support from public authorities and consumer organisations in order to inform
themselves of how best they can obtain redress. Detailed results by socio-demographics
and country are given in Tables V.236-V.237). From these, it can be seen that
respondents from EU13 were more likely to quote that the sum involved were too small
(33% vs. 24%) than their EU15 counterparts. The same reason was reported at higher
237
proportions from respondents with a (post)graduate education (30% vs. 22% by lower
education respondents) and those living in metropolitan zones (31% vs. 24%). Younger
respondents were also the most likely to quote that they thought it would take too long
(31% vs. 12% by the oldest respondents), as well as that they were not sure of their
rights as consumers (11% vs. 7%). Respondents with a lower education were the most
likely of all groups to quote that they dont know where to complain (18% vs. 9%
amongst higher education respondents).
Figure 116 Reasons for not filing a complaint after encountering a problem with an
online purchase
Source: Core Survey Q29: If you didnt take any action, what were the main reasons? Please select all responses that apply.
(EU28 N=1,459)
7.3 Satisfaction with complaint handling

For each of the recipients of respondents complaints in relation to their latest online
problem, respondents were subsequently asked to rate their satisfaction with the way
their complaint was handled. As shown in the figure below, just under two-thirds of
complainants
were
satisfied
with
the
complaint-handling
by
the
seller
(65%),
manufacturer (64%) or a public authority (64%) 90. It is notable that the highest
90
The small base size for this graph, especially for satisfaction with the court, should be noted when analysing these results.
238
satisfaction (68%) was with out-of-court dispute resolution entities, whilst the lowest
(54%) was with court, thus showing the importance of such out-of-court entities in
helping European consumers resolve disputes that arise from online purchases
Detailed results can be found in Tables V.224-V.225, from where it can be observed that
the oldest age group (55+) is by far the one amongst all groups of respondents that
expressed the highest percentage of dissatisfaction (not at all satisfied) with complaint
handling.
Figure 117 Overall satisfaction with complaint handling
Source: Core Survey Q28: In general, how satisfied or dissatisfied were you with the way your complaint(s) was/were dealt
with by the out-of-court dispute resolution entity (399); seller or service provider (3885); manufacturer (813); public authority
(462); court (171).
239
CASE STUDY: CLICKSTREAM SURVEY IN BELGIUM AND POLAND
As discussed in the introductory chapter, the Clickstream survey was a targeted purchase
journey exercise aiming to provide integrated Clickstream and Core survey data. The
task was carried out simultaneously in two EU Member States: Belgium and Poland.
Participants online browsing activity was tracked for a minimum of 2 weeks and
respondents were additionally required to fill in weekly diaries surveying their recent
purchase activity over the tracking period. All respondents filled in the Core survey as
well, allowing for an integrated perspective on the collected data. The present chapter
summarises the main findings from the Clickstream survey, comparing respondents from
Belgium and Poland, and linking back to previous chapters of the report in an attempt to
evaluate the clickstream data collected against the main findings of the Core survey.
8.1 The origin of the online landscape in Belgium and Poland

In this section the state of the online landscape in Belgium and Poland is discussed in
terms of where respondents online activity was based. The proportion of domestic and
cross-border websites accessed by respondents in the two countries is compared, looking
specifically at e-commerce websites as well as all categorised websites.
8.1.1 Definitions and interpretation of clickstream data tables

Definitions
Touchpoint
An online website, webpage or app that participants can visit or use
Reach
Number or % of participants who have visited a certain touchpoint

or product category (e.g. tangible goods, online services, digital
content) at least once during the Clickstream survey
Share of visits
The amount of visits of a touchpoint, compared to the total amount

of visits
Country of origin
Country relevance of a website, based on the URL extension
The table below can be read as follows: of all Belgian users (N = 548), 63% (website
origin reach) or 344 unique participants (category n) visited a website from The
Netherlands. These visits represent 3% of all website visits during the tracking period
(share of visits). A Belgian participant who visited a website from the Netherlands,
visited on average 7.8 different websites from the Netherlands (Avg number of
240
different touchpoints visited per user) and did so 17.1 times (Avg number of visits
in the category). In total, a respondent spent 79.8 minutes on websites from the
Netherlands during the Clickstream survey.
When considering website reach, the origin91 can be defined in terms of the website
name/extension (e.g. a website labelled .be is from Belgium. The full list can be seen
on the following page:
91
Entity
Name
Example 1
Example 2
International
.com, .int, .org
facebook.com
wikipedia.org
Europe
.eu
torrentz.eu
europe.eu
Austria
.at
mayrhofen.at
orf.at
Belgium
.be
nieuwsblad.be
google.be
Bulgaria
.bg
snimka.bg
ziv.bg
Czech Republic
.cz
ticketportal.cz
blog.cz
Denmark
.dk
ipapercms.dk
noma.dk
Estonia
.ee
rto.ee
photopoint.ee
Finland
.fi
blogspot.fi
simli.fi
France
.fr
amazon.fr
disney.fr
Germany
.de
dialego.de
amazon.de
Hungary
.hu
aster.hu
magyarfutball.hu
Ireland
.ie
celticthunder.ie
ebay.ie
Note that this approach is not 100% without errors as a seller may establish his presence in a country by acquiring a local domain but
actually be based in another country. It is very difficult for consumers to identify this, unless it is clearly mentioned on the sellers
website.
241
Italy
.it
scoop.it
voglia-di.it
Luxembourg
.lu
public.lu
jobs.lu
Norway
.no
nasjonaleturistveger.no gulesider.no
Poland
.pl
allegro.pl
onet.pl
Portugal
.pt
custojusto.pt
sapo.pt
Romania
.ro
cancan.ro
google.ro
Slovakia
.sk
sutn.sk
yadi.sk
Spain
.es
aena.es
google.es
Sweden
.se
fleo.se
triona.se
Switzerland
.ch
dormproject.ch
rozanski.ch
The Netherlands
.nl
marktplaats.nl
infonu.nl
UK
.gb, .uk, .co.uk
amazon.co.uk
dailymail.co.uk
USA
.us
samplicio.us
getrecipes.us
! Exception: bol.com is defined as a website from the Netherlands (.nl). This online
retailer has a high impact on online traffic and is an important Dutch player.
8.1.2 Clickstream activity on e-commerce websites in Poland and Belgium

In order to compare Core survey and Clickstream survey data, this section looks at the
proportion of the websites visited by respondents over the clickstream tracking period
that belongs to the shopping and auctions (e-commerce) category. The total number of
visits, visit duration and number of page impressions92 were computed and split
proportionally across three key categories of website origin: domestic (Poland or
Belgium), cross-border EU (all non-domestic EU28 Member States) and cross-border
outside EU (e.g. international, USA, Norway). Results per country are reported in the
figure below. Little variation was observed in the proportion of domestic vs. cross-border
websites across the three measures of online activity (visits, page impressions and visit
duration).
The differences between domestic and cross-border activity in the two countries,
however, were substantial. While 83% of the number of visits in Poland were on
92
A page impression or a page view is a request to load a single HTML file (web page) of an Internet site resulting from a web surfer
clicking on a link on another "page" pointing to the page in question.
242
domestic websites, this was only true for 61% of the total website visits in Belgium. A
similar pattern was observed for visit duration (86% vs. 61%) and the number of page
impressions (87% vs. 63%). The differences between the two countries in terms of the
number of visits of cross-border EU e-commerce websites were larger (5% in Poland vs.
22% in Belgium) than those on cross-border outside the EU websites (12% in Poland vs.
17% in Belgium). These figures were comparable when looking at the proportions of visit
duration and page impressions. In sum, the overall cross-border activity (both inside and
outside the EU) on e-commerce websites in Poland ranged between 13% and 17%
(based on page impression and number of visits, respectively) of the total activity. For
Belgian respondents these figures are more than double, ranging between 37% and 39%
(based on page impression and number of visits, respectively). These differences in
cross-border e-commerce activity are comparable with Core survey results on the
average proportion of respondents who reported cross-border (within and outside the
EU28) purchases across all tangible goods markets (13%+ 6%=19% for Poland vs.
38%+6%=44% for Belgium), or cross-border accessing across all digital content markets
(13%+6%=19% for Poland vs. 18%+10%=28% for Belgium),
location
of
respondents
latest
34%+4%=38% for Belgium).
243
online
purchase
as well as with the
(6%+3%=9%
for
Poland
vs.
Figure 118: Proportions of clickstream activity on shopping websites in Poland and

Belgium by origin
Clickstream activity on shopping websites
Poland
83%
Number of visits
5%
12%
86%
Visit duration
4%
10%
Page impressions
4%
87%
9%
Domestic
Cross-border EU
Cross-border Outside EU
Clickstream activity on shopping websites
Belgium
61%
Number of visits
22%
17%
61%
Visit duration
20%
19%
63%
Page impressions
Domestic
18%
19%
Cross-border EU
Cross-border Outside EU
Source: Based on clickstream data of the total number of visits, page impressions and visit duration in minutes. Poland:
N=506; Belgium: N=548
8.1.3 Origin of online touchpoints visited in Belgium

The focus of this section is a more in-depth exploration of the origin of websites visited
by Belgian respondents during the Clickstream survey.
244
It is not surprising that all Belgian participants visited Belgian and international websites
(website origin reach). The relevance and importance of domestic and international
websites is confirmed when looking at their share of visits. Together, they represented
about 90% (each 45% and 44% share of visits respectively) of the online landscape.
However, even though there were more Belgian websites visited (29.5 Avg number of
different touchpoints visited per user versus 24 for international websites) and revisited
(139.4 visits versus 137.5 visits), more time was spent on international websites (745
minutes versus 609). This was mostly due to the intense use of Facebook.com, being
the single most used website in terms of time spent and second in terms of amount of
visits. Google.be was the most often visited online touchpoint, confirming its role as a
traffic generator.
Cross-border websites from the Netherlands and France were also commonly visited. In a
country with 2 main languages (Dutch and French), the language drives traffic to both
countries. Both had a reach of about 60%, with a slight advantage for Dutch websites
(63% vs. 59%). In terms of intensity, re-visiting behaviour and time spent, French
websites prevailed, however.
When looking into detail at the behaviour of online shoppers, the dominant presence of
amazon.fr, reaching about 1 in 4 Belgian participants, is not surprising. For the
Netherlands, bol.com is a similar driving website, reaching 1 in 3 Belgian consumers. The
Amazon effect for the Netherlands is not clear yet, as the amazon.nl site was only
launched during the period of the Clickstream survey.
Websites from other European countries (European websites with an .eu extension,
websites from UK, Switzerland etc.) accounted for a very small part of the online
landscape. Cross-border websites reached between 20% and 33% of all participants, but
the visits were rather exceptions during which little time was spent. After such a visit,
little to no re-visiting behaviour was noticed.
245
When looking into the specific visited websites, it can be seen that these were more often
available in English, French, Dutch and/or German (a direct consequence of being an
official world language and/or being spoken in Belgium). While the English language is a
clear driver, US-specific websites with an .us extension have a low reach amongst
Belgian participants. Nonetheless, websites (US-based or not) with a .com, .int or .org
extension, in general categorised as international websites, were visited by all
concerned Belgian respondents.
8.1.4 Origin of online touchpoints visited in Poland
The focus of this section is a more in-depth exploration of the origin of websites visited
by Polish respondents during the Clickstream survey.
The domestic and international (non-country specific) websites dominate the Polish
online landscape. All Polish respondents visited both categories and these visits account
for 98% of the online traffic. When looking into more detail, it can be seen that the
domestic online landscape was clearly preferred within Poland. With a higher share of
visits (factor 1.9), higher number of unique websites visited (factor 3.1), stronger
revisiting behaviour (factor 1.9) and more time spent (factor 1.6) the difference is more
than clear, in contrast to the Belgian situation.
The other 2% of visits went to a rather fragmented online foreign landscape, where no
country really stood out. The data shows that 1 in 4 to 1 in 5 users did visit a crossborder website, but this is limited to one or sometimes two unique websites, with little to
no revisiting behaviour. The time spent on cross-border websites was also very limited,
especially compared to the time spent on domestic or international websites (factor 50 to
100, or even more).
Polish respondents most visited sites included Googles Polish portal (google.pl),
Facebook, YouTube and Allegro (allegro.pl; a Polish auction website that also functions as
a retailer platform). By offering a strong, domestic portal and online market, Allegro
246
succeeds in minimizing the Amazon cross-border effect: Amazons international portal is

indeed the most successful one but only reached 1 in 9 Polish respondents.
8.1.5 Origin of online touchpoints: Belgium versus Poland

Domestic and international (non-country specific) websites define the online landscape in
both Belgium and Poland. While in Belgium there was a balance between these two
categories, it was not the case for Poland, where domestic websites appear to be much
more important. In Belgium, foreign (country-specific) websites played a small, yet
significant role in the online behaviour (11% share of total visits). In Poland this was not
the case, as they only represented 2% of all online visits.
Language can either prohibit or drive traffic to non-domestic websites. English is the
most widely used language online, yet other languages, native or common ones with
neighbouring countries (e.g. Polish, Dutch, French, and German) may drive or impede
the relevance and use of foreign websites.
The availability of a strong, domestic online landscape with certain popular portals (e.g.
Allegro.pl in Poland) may cause a preference for online domestic websites and retailers. A
comparison between the origin of the different online touchpoints in Belgium and Poland
also confirms that the online domestic landscape is clearly preferred in Poland.
When looking at the individual players in todays online landscape, Google and Facebook
are the two websites that clearly stand out. They differ in their approach towards
consumers: while Google allows country specific access, Facebook believes in one global
portal, heavily personalised once logged in (but not based on the country you live in).
Respondents did not seem to be affected by these different approaches, being part of a
global digital world. Googles global portal had a very high reach (google.com 79%
reach in Belgium, 88% in Poland), though standard access is granted via the country
specific portal. In conclusion, both players confirm their role as digital gatekeepers. They
are strong players in the online market and are exploring opportunities to expand their
retail activities.
A third major player that warrants further exploration is Amazon, the online marketplace.
Despite not having a country-specific portal in the researched Member States, its impact
should not be underestimated. The data for Belgium clearly shows that the lack of an
important local provider opens the door for international challengers. Common language
(French, English) and nearby location (UK and France are neighbouring countries) drive
traffic towards these portals, with the German Amazon being somewhat an exception.
This leads us to believe that a common/known language, but also physical location and
distance, are both major drivers of cross-border purchase behaviour.
247
The impact of the Dutch Amazon launch (amazon.nl) is not clear yet, as this has only
recently taken place and the site is focussed on digital content only 93. Until now, the
Dutch company bol.com has dominated the online retailer market in Belgium for the
Dutch speaking part (reaching 1 in 3 Belgian respondents).
In general, the average online activity among Belgian users, as measured by various
clickstream statistics, was slightly tipped towards cross-border websites. On the other
hand the average Polish users online activity was heavily skewed towards domestic
websites. These findings are in line with data from the Core survey as well as the weekly
diaries, where Polish users indicated a much lower propensity for cross-border spending
compared to Belgian users.
Language, cultural characteristics, domestic availability and location or distance can all
be identified as the drivers or barriers for non-domestic website visits and subsequently
online cross-border purchasing. However, it should be noted that location or distance has
a rather lower impact on this decision. The Clickstream and Core survey data (Sections
3.5 and 6.3) show that language (more specifically for Belgium) and domestic availability
(more specifically for Poland) are perceived as the most influencing factors. The
possibility of comfortably being able to use a foreign language can propel consumers to
buy cross-border. On the other hand, the inability to use a foreign language can also hold
them back. The same tendency can be observed with domestic availability, with
clickstream data showing that Polish respondents are much more likely to shop
domestically due to a high level of popular domestic portals.
8.2 Online Activity in Belgium and Poland

In this section of the report the focus is on the online browsing activities of Belgian and
Polish users during the Clickstream survey. After the online activities are defined, the two
countries are first analysed separately. The last part of this section draws a comparison
between the most common online activities in Belgium and Poland.
8.2.1 Definitions of online activities or user activities
Definitions
Web Search
Websites for open web search, including comparison of services (travel, utilities)
News & Information
Websites for accessing news and information, including personal homepages and blogs
Websites for buying and selling products and services, including marketplaces,
93
Shopping & Auctions
classifieds and couponing
Social Networking
Websites for social communities (forums, networking, dating )
At the time of writing this report (June 2015) the available offer on amazon.nl consists solely of e-books from the Kindle Store.
248
Media Broadcasting
Websites for consuming broadcasted multimedia content (TV, Radio)

Websites
for
searching closed
databases
(dictionaries,
directories, databases).
On-Site Search
Excluding search aimed at purchasing goods or services
Downloading
Websites for sharing and downloading content (multimedia, software)

Websites for interpersonal communication (email, instant messaging, VoIP, chat, video
Communication
Price
&
chat )
Product
Websites for comparing prices and features of products
Comparison
Gaming & Gambling
Websites for gaming and gambling
Media On-Demand
Websites for consuming on-demand multimedia content (videos, podcasts )

Websites for managing money and financial affairs (banks, insurance companies,
Money Management
bonus programs, online payments )
8.2.2 Online Activity (User Activity) on online touchpoints visited in Belgium
Four main activities dominated what Belgian respondents carry out online, namely: web
search, looking up news & information, online shopping and social networking. Each of
these categories was executed by (almost) all respondents, whereas altogether they
account for 80% of all website visits. For news & information (16.5 touchpoints) and
shopping & auctions (28.4 touchpoints), a fragmented online landscape was observed,
while web search (2.8) and social networking (3.9) were much more concentrated around
a small number of online websites.
The biggest amount of time was spent on social networking (406 minutes during the
survey), while less time went to web search (186 minutes). This is a rational
consequence since web search is often seen as a traffic generator to other websites
where most of the time is spent on consuming or creating content. An almost equal
amount of time was spent on consuming news & information and visiting shopping &
auctions websites (319 and 325 minutes respectively).
249
The remaining user activities were all characterised by a lower reach, a low number of
different touchpoints or websites used and a lower amount of time spent. These activites
altogether represented one fifth of the overall share of visits.
When looking at the websites origin, it can be seen that web search, news &
information and shopping & auctions were executed both on domestic websites, as well
as on international websites. Social networking however was mainly taking place on
international websites only. Belgian users appeared to be much less centered on
domestic websites, visiting almost as many international websites as Belgian ones, as
seen by the usage of touchpoints per country in the previous section.
8.2.3 Online Activity (User Activity) on online touchpoints visited in Poland
Polish respondents are engaged in multiple online activities, with shopping & auctions,
web search, news & information and social networking being the four most relevant
ones. These activities represented 76% of online behaviour, reached almost all
respondents and accounted for the biggest amount of time spent during the Clickstream
survey.
Shopping & auctions was by far the most important online activity in Poland. It
represents a fragmented landscape, with a lot of small players next to the dominant
Allegro (reaching almost 9 out of 10 respondents). Not only did all respondents engage
in this activity, they spent by far the longest time doing so: Polish participants spent in
total almost twice as much time shopping online than accessing news & information.
The Polish media landscape is strongly focussed around some key players (e.g. vod.pl,
tvp.pl), on average 2.3 sources were used for media broadcasting), where quite a
significant amount of time is spent (143 minutes during the Clickstream survey).
250
8.2.4 Online Activity (User Activity) on online touchpoints: Belgium versus

Poland
Shopping & auctions, web search, news & information and social networking were
the four most important online activities for consumers in both countries, dominating the
online activities in terms of visit shares and time spent. Overall, Polish users engaged in
more online activities than Belgian users and spent more time doing so (23% more
during the Clickstream survey).
Relatively speaking (time spent compared to the total amount of time spent online),
Polish respondents engaged for a longer time in shopping & auctions, on-site search
and media consumption (downloading, broadcasting, on-demand). On the other hand,
Belgian respondents spent more time on news and information, interpersonal
communication and price comparison activities.
When looking at domestic websites only, there were some considerable differences
between the two countries. Domestic websites had a much bigger reach in all user
activity categories for Polish compared to Belgian users. These results are clearly in line
with the breakdowns per country categories, which suggest that Polish users prefer to
visit and spend time on websites with a domestic origin.
In terms of average number of different touchpoints visited, number of visits and time
spent per user, a similar trend between both countries regarding the distribution per user
activity can be observed. The main difference is that Polish users in general were much
more active online when it comes to visiting domestic websites, vastly exceeding the
average results by Belgian users.
8.3 Online purchase behaviour in Belgium and Poland

8.3.1 Scope: Researched products and services
In addition to the clickstream exercise, a diary survey was carried out among participants
in order to generate additional quantitative data on the targeted purchase journey. All
recruited participants were invited to fill in at least two weekly online diary surveys. The
aim of the diary survey was to provide a more in-depth view on the users online (crossborder) purchases and their online shopping behaviour. These quantitative data were
analysed together with the clickstream data in order to have a complete overview on
participants targeted purchase journey.
251
In this diary survey, the purchase journey for 3 major product categories was monitored.
The table below shows the extent of each category, which is the same as for the Core
survey.
1.
Books (print or on a tangible medium, e.g. physical CD, DVD, or Blu-ray)
2.
3.
4.
Computer games and software (on a tangible medium, e.g. physical CD, DVD, or
Blu-ray)
Tangible goods
5.
Music & film (on a tangible medium, e.g. physical CD, DVD, or Blu-ray)
6.
Clothing, shoes and accessories
7.
Cosmetics and healthcare products
8.
Toys and childcare articles
9.
Sports and outdoor equipment (not clothing)
10. Non-electrical household goods & interior design

11. Travel services (hotels, transport)
12. Online reservations of offline leisure (event tickets, restaurants)
1.
Communication
services
(web-based
email
(Hotmail,
Gmail,
etc.),
texting/telephoning over the Internet (e.g. WhatsApp, Viber), making video calls
via a webcam over the Internet (e.g. Skype) etc.)
Online services
2.
Participation in social Networks (Facebook, Twitter, Instagram, LinkedIn, dating

sites, etc.)
Digital content
3.
Storage and transfer of files (e.g. Dropbox, iCloud)
4.
Web-based software applications (e.g. Google Docs, Office 365)
1.
E-books
2.
Music
3.
Films and TV series
4.
Games (including in-game purchases)
5.
Live events (e.g. sports, concerts etc.)
6.
Other video content (e.g. educational, entertainment etc.)
7.
Online news services (newspapers, magazines, blogs etc.)
8.
Software (including apps)
8.3.2 Purchase behaviour for tangible goods and offline services

The graph below shows the online and offline purchase behaviour for tangible goods and
offline services. Clothing, shoes and accessories (15% bought online during the
clickstream period, 22% bought offline), online reservations of offline leisure (14% online
only) and cosmetics and healthcare products (13% online, 27% offline) were the most
commonly purchased tangible goods over the two week period surveyed.
252
Figure 119: Offline and online purchase behaviour per product category (total)
Source: Clickstream Survey Q2. Did you buy or order any of the following products in the past week? Please also indicate if you
bought/ordered online or offline. (N=1.054)
As the figure below shows, a higher proportion of Polish online respondents reported
purchasing either online or offline compared to Belgian for all concerned markets, with
the exception of travel services where Belgian respondents prevailed slightly (for their
online purchases only).
253
Figure 120: Offline and online purchase behaviour per product category in Poland and
Belgium
When comparing the proportion of respondents who reported purchases that were made
online as opposed to offline, travel services is the product type with the highest
proportion of purchases taking place online (74%). Results per product type are shown in
the table below. Whilst clothing, shoes and accessories and cosmetics and healthcare
products were reported in the figure above as the most commonly purchased products
online, the online share for these was rather low when compared to the other product
types (41% and 32%, respectively).
Therefore, it can be noted that while the most frequently purchased products are also
bought frequently online. Yet, the relative share of online purchases per product type
was more often higher with less frequently bought product types.
254
Table 16: The share of online purchases as a proportion of total purchases in Belgium
and Poland, by product type
% online purchases / total purchases of

product
Product type
Travel services
74%
55%
Music & film
55%
55%
Books
49%
47%
Sports and outdoor equipment
42%
Clothing, shoes and accessories
41%
Toys and childcare articles

Non-electrical
design
household
38%
goods &
interior
Cosmetics and healthcare products
38%
32%
8.3.3 Usage of online services

In terms of online services, only a minority of respondents paid for these during the
Clickstream survey period. As shown in the graph below, 15% of Polish respondents and
9% of Belgian respondents had paid for communication services during the two week
clickstream period. Similar answers were noted for social networking for which
approximately one in ten respondents (13% for PL, 11% for BE) had paid during the
same period. There was a slightly higher prevalence to pay for online services in Poland
compared to Belgium for all four types of services. This difference was mainly due to a
higher proportion of respondents from Poland who reported having paid via a one-off
payment.
255
Figure 121: Paid use of online services in Poland and Belgium
Source: Clickstream Survey Q3: Did you pay for one of the following online services in the past week? (N=1.504)
8.3.4 Access and purchase behaviour for digital content

During the 2 week Clickstream survey, digital content was accessed in both Poland and
Belgium, yet there were some important differences between the various product types
and the two countries. In general, the proportion of respondents paying for digital
content was rather low, with only 1 in 5 respondents reporting having paid for digital
content at least once during the duration of the Clickstream survey.
Accessing digital content was, in general terms, much more widespread in Poland, with
the slight exception of online news services. This might not come as a surprise, as the
clickstream data showed that news and information is one of the few online activities in
which Belgian respondents were more engaged compared to Polish.
Consuming content for free showed the same trend online in both Poland and Belgium,
with Polish respondents much more inclined to access it for free. The proportion of paid
consumption versus free consumption was comparable between the two countries only
for online news services. For all other digital content markets, Polish respondents were
more likely to pay for digital content compared to Belgian respondents.
256
Figure 122: Paid vs. free access to digital content in Poland and Belgium
Source: Clickstream Survey Q4. Did you access the following digital content via the Internet in the past week? (N=1.054)
8.3.5 Perception of domestic and cross-border purchase behaviour

When asked about where the seller/provider of their online purchases was based,
approximately 62% of all respondents reported their online purchases to be domestic,
16% reported it as cross-border EU and only 4% as outside the EU. In addition, 18% of
respondents did not know where the seller/provider was located.
While 1 in 2 purchases was reported as domestic in Belgium (51%), as shown in the
figure below, a much higher proportion of domestic purchasing was reported for
approximately 3 in 4 purchases in Poland (72%). This domestic focus in Poland was also
verified in the clickstream data, which shows that Polish respondents visited domestic
websites much more often. Cross-border purchases outside the EU were comparable in
the two countries (5% in Belgium vs. 4% in Poland). However, the incidence of crossborder EU purchases was 1 in 4 in Belgium (26%) compared to approximately 1 in 14 in
Poland (7%). In addition, in both countries about 1 in 5 purchases was reported with
unknown origin.
257
Figure 123: The proportion of self-reported domestic and cross-border purchases in

Poland and Belgium
Source: Clickstream Survey Q6a. Where was the seller or service provider for your purchase based? (N=1.502)
8.3.6 Actual versus claimed cross-border purchases in Belgium and Poland

The Core survey clearly showed a general trend for respondents to underreport their
cross-border purchases. In a similar analysis, the websites where the purchases took
place, reported by respondents in the diary surveys, were coded into one of three
categories: domestic, cross-border EU, and cross-border outside EU. About 6% of all
reported URLs were discarded because they were incomplete or contained errors. Overall,
two thirds (66%) of the remaining URLs were coded as domestic, 20% were coded as
cross-border EU and 14% as cross-border outside EU. These proportions differed
substantially between Belgian and Polish respondents, with the latter conducting
purchases at a much larger proportion from domestic websites (see Figure 123).
Specifically, while only 48% of the websites corresponding to purchases from Belgium
were coded as domestic, this was true for 82% of the ones reported by Polish
respondents. The proportion of cross-border EU websites also differed significantly (36%
for Belgium vs. 6% for Poland).
258
Figure 124 : Actual website location based on manual coding: total and by country
Website location based on total
Website location by Country

48%
Domestic
Domestic
82%
14%
Cross-border
EU
20%
66%
36%
Cross-border EU
6%
Cross-border
outside EU
Cross-border outside
EU
17%
12%
Belgium
Poland
Source: Clickstream Survey Q5. Which website / appstore / app did you use to buy or order [product/content]? Please specify.
(N=1.502)
The figures reported above indicate a higher overall level of actual cross-border
purchasing compared to respondents self-reported answers regarding the sellers
location (See Figure 123). Furthermore, the two data sources were cross tabulated (see
Section 3.4 for a more in-depth explanation of the methodology) in order to estimate the
level of underreporting of cross-border purchases (See Figure 125). The results do not
vary substantially between the two countries, with the majority of domestic purchases
correctly reported as occurring in ones own country (84% in Belgium vs. 88% in Poland)
and cross-border purchases more likely to be underreported. The biggest difference
between the two countries was in the underreporting of cross-border EU purchases. In
Belgium, 24% of the cross-border purchases within the EU were reported as domestic,
while this percentage was almost double for Poland (44%). 94 These results are very much
in accordance with those presented in Section 3.4 (Core survey respondents for Belgium
and Poland, see Table 3). Cross-border purchases outside the EU were reported as
domestic in approximately one fifth of the cases (22% for Belgium vs. 20% for Poland).
Another interesting finding based on the cross tabulation of the actual versus claimed
location of websites concerns the I dont know category. Consumers who bought
tangible goods or digital content on domestic websites were less likely to be unsure
where the provider was located (7% for Belgium vs. 10% for Poland) compared to
consumers who made cross-border purchases. This effect is particularly strong for crossborder outside the EU purchases (43% for Belgium versus 38% for Poland) but still
94
Note that the sample size of cross-border EU purchases for Poland is particularly low (N=50).
259
present for cross-border within the EU purchases (11% for Belgium versus 19% for
Poland).
These findings, corroborated by findings reported in Section 3.4 of the Core survey
indicate that respondents often have a wrong perception when it comes to the origin of
the online point of sale and whether this is either domestic or cross-border. This could be
due to the fact that it is not always easy to locate such information, with the seller often
trying to portray such purchases as domestic so that the consumer engages in the
purchase
with
more
confidence.
As
stated
in
section
3.4,
the
magnitude
of
underreporting cross-border purchases is difficult to determine. However, it appears that

a large proportion of respondents who report that they are unsure where the seller or
provider is located are, in fact, buying cross-border. These results support the premise
that cross-border e-commerce is an important part of consumers purchase behaviour
even though some might be unaware of it.
260
Figure 125: Actual versus reported website location based on manual coding, by country
Source: Clickstream Survey Q5: Which website / appstore / app did you use to buy or order [product/content]? and Q12:
Where was the seller or service provider for your purchase based? Belgium: N=689; Poland: N=813
8.3.7 Drivers for domestic and cross-border online purchases

Looking at the figure below, it can be seen that the main reason why respondents bought
or ordered products exclusively in their country of residence, as opposed to cross-border,
was the sufficient amount of choice they have in their domestic markets (57%).
Furthermore, supporting the economy of their country seemed to be an important
motivation for respondents to buy or order in their country of residence (30%). A
cheaper price (28%) and the avoidance of extra delivery/custom charges (21%) ranked
both within the top 5 reasons. In addition, concerns with the difficulty in solving
problems when purchasing cross-border ranked in the fourth place (27%), matching the
261
result indicated in the concerns respondents expressed with their cross-border purchases
in the Core survey.
Polish respondents were more likely to buy in their country of residence than Belgian
respondents because its cheaper (36% vs. 16%). The results of the Clickstream survey
show that less than 10% of the respondents mentioned concerns with payment card
fraud (9%), a lower level of consumer protection in other countries (9%) and
unclear/unfair terms and conditions (6%) among the main reasons for not buying crossborder, results which were quoted at similar levels in the concerns with cross-border
purchases from the Core survey.
262
Figure 126 Reasons for purchasing domestically
Source: Clickstream Survey Q7. Why did you buy from a [nationality] provider, and not cross-border? Please pick the 5 most
important reasons. (N=1.294)
Financial considerations were the most important decision parameter when buying from a
non-domestic website. Respondents mentioned price (90%) and delivery price (87%) as
263
the two most important features in their decision to purchase cross-border, followed by
clear and fair terms and conditions (75%), return policy/perceived ease of returning
(75%) and payment methods offered (72%).
Language was ranked as the least important parameter for respondents to consider when
purchasing cross-border; only 48% of the respondents indicated this as important and
nearly a quarter (23%) mentioned that language is not important at all when deciding to
buy from a foreign website. However, the very small base size must be taken into
consideration when interpreting these results. Differences in the parameters between the
two countries are characteristic, with most of the factors being valued as more important
by Belgian respondents, especially price, delivery price and payment method offered.
However, the very low sample size should be noted in the analysis of the results.
Figure 127 Important aspects when purchasing cross-border: total and by country
Important aspects when purchasing cross-border - total

Price
3%
Delivery price
2%
Clear and fair terms and conditions
6%
Return policy and perceived ease of returning
75%
4%
Payment method offered
9%
Delivery time
9%
After-sales service
9%
Concern about identity theft/fraud

Language
90%
87%
75%
72%
67%
64%
13%
61%
23%
48%
Not important
Important
Important aspects when purchasing cross-border - Belgium and Poland

Price
1%
94%
17%
65%
Delivery price
2%
3%
3%
Clear and fair terms and conditions
91%
59%
77%
22%
Return policy and perceived ease of returning
61%
4%
3%
6%
77%
65%
77%
28%
Delivery time
37%
10%
67%
72%
66%
4%
6%
After-sales service
28%
52%
14%
11%
20%
Language
64%
45%
51%
38%
Not important in Belgium
Important in Belgium
28%
Not important in Poland
Important in Poland
Source: Clickstream Survey Q12. If you chose to buy products/services/digital content from a foreign website, how important in
your purchase decision was each of the following parameters: (N=162)
264
8.3.8 Search activities before the online purchase

When looking at what steps consumers take to research their online purchases it can be
clearly seen that online research is omnipresent between the top results. Service
provider websites (42%), search engines (34%) and seller websites (34%) were the
most consulted sources; nonetheless browsing a website after visiting an actual store
(26%), visiting online market places (25%), discussing with family, friends or colleagues
(24%) and visiting price comparison websites (24%) remained important sources of
information when consumers researched their online purchases. Whilst visiting online
service provider websites appears to be high, it should be noted that this search activity
was only relevant to those respondents who ordered an online service 95. Although visiting
online market places was not within the top three steps (it was ranked as the number 1
means of searching before purchasing online in the Core survey), it is notable that Polish
respondents (34%) were much more likely to use such a source compared to Belgian
respondents (14%), a finding which is in line with the trend observed in the Core survey
for these two countries.
95
For a complete list of filters used please see Annex I, Part 1.2, the clickstream Questionnaire, Q10
265
Figure 128 Steps taken to research an online purchase
Source: Clickstream Survey Q10. Can you identify up to five steps you took to RESEARCH this online purchase? Please rank
them in time (which step you took first, second and third). (N=1.054) *Note that visiting iTunes, Google Play etc. was
applicable only for digital content purchases, whereas visiting online service intermediaries was applicable only for offline
services purchases
8.3.9 Reasons for choosing a specific website to complete an online purchase

When it comes to the most important reason(s) for purchasing from a specific website,
appstore or app, price remained the most decisive factor (50%), followed by having
purchased from the same (trusted) website before (42%), in accordance to the results
from the Core survey. Once again, price was a more important factor for Polish
respondents (56%) than for Belgian (42%). Other notable differences include clear and
266
complete information (27% in Poland vs. 19% in Belgium), clear contractual terms (13%
in Poland vs. 4% in Belgium), convenient delivery options (33% in Poland vs. 21% in
Belgium) and delivery in my country being possible (36% in Belgium versus only 10% in
Poland).
Remarkable is that only 7% of respondents mentioned the language of the foreign
website to be a decisive factor when buying/ordering from a specific online source. It can
therefore be concluded that language does not prevent consumers from purchasing
online (cross-border). This can be linked to the fact that, when buying cross-border,
consumers tend to buy from countries whose language they can use rather comfortably
for their online purchases (as explained earlier in the section on the origin of online
touchpoints). For a complete list of filters used, please see Q11 of the Clickstream survey
questionnaire (Annex I, Part 1.2)
267
Figure 129 Reasons for buying from a specific website/appstore/app
Source: Clickstream Survey Q11. Why did you choose [insert answer from Q5] to buy products/services/digital content? Please
provide up to 5 reasons. (N=1,054)
268
8.3.10 Problems experienced with online purchases

Of all clickstream respondents who made an online purchase during the Clickstream
survey period, 18% reported experiencing a problem. The clickstream data shows that
20% of respondents reported experiencing problems with a domestic online purchase.
This is higher than the percentage of problems reported with cross-border purchases
within the EU28 (15%). However, one has to take into consideration the much higher
percentage of online purchases that took place domestically (62%), as opposed to crossborder within the EU (18%). Hence, problems with cross-border purchases appear to be
disproportionally higher when cross-border (68% domestic purchases and 20% problems
experienced vs. 18% of cross-border purchases and 15% of problems experienced).
The main problem when purchasing tangible goods, offline services and digital content
online was the long delivery time (cited by 29% of those who experienced a problem), as
was also the case in the Core survey. The most commonly experienced types of problems
were reflective of the most commonly experienced problems cited in the Core survey
(section 7.1.3). Thus, apart from long delivery times, problems with conformity of the
offer appeared to rank quite high (e.g. product of lower quality than advertised or
defective products).
Comparing the two countries surveyed, Polish respondents (22%) were overall more
likely to experience a problem compared to Belgians (13%). This trend is also clearly
observable for most types of problems and particularly strong when looking at issues
with foreign sellers.
269
Figure 130: Problems experienced during an online purchase
Source: Clickstream Survey Q13. Which of the following problems did you experience when purchasing products/services/digital
content? (N=333)
In addition, respondents were asked to report on the origin of the seller with whom they
experienced an unsuccessful attempt to purchase products online. In general, most of
the unsuccessful attempts were from a seller or service provider located in the country of
270
residence of the respondent (56%), followed by those from another EU28 country (29%)
and those outside the EU (6%). Polish users mentioned that when unsuccessfully
attempting to buy products online, this occurred in 89% of the occasions with sellers or
service providers within their country of residence. For Belgian users this percentage was
considerably lower (37% in country of residence vs. 45% in another EU country). This
stems from the fact that Polish users are in general purchasing more domestically,
whereas Belgian users are much more cross-border oriented when it comes to their
online purchases.
Figure 131 Location of the online seller or service provider during an unsuccessful
purchase attempt
Poland
Belgium
11%
5%
1%
5%
6%
37%
45%
Domestic
89%
Cross-border EU
Don't know
Source: Clickstream Survey Q16. Where was the seller or service provider located for products/services/digital content?
(N=174)
8.3.11 Reasons for not completing online purchases

When it comes to why respondents were not able to complete their online purchases, a
great variety of reasons were reported96. Most respondents from both countries reported
reasons in relation to delivery such as delivery costs being too high (22%), long
proposed delivery times (17%) and the
proposed delivery arrangements being
inconvenient (16%).
Besides these, some other reasons in the top 10 most frequently quoted were related to
issues of trust, with approximately 10% of users indicating that they were not sure that
they would be treated fairly in case of problems, 9% that they were not sure that they
96
Please note the low base size in this question
271
would be able to get their data back when closing their account and 8% that they didnt
trust the terms and conditions.
The following two figures show the 10 most important reasons why attempted purchases
online failed for respondents from Belgium and Poland (note the very low base sizes).
Delivery conditions dominate the barriers much more for Polish users than for Belgian.
However, Belgian users were more likely to have a problem related to their place of
residence (e.g. 14% noted that the foreign seller refused to sell to them because they
lived in Belgium, whilst no respondents experienced this problem in Poland).
Comparing these results with the barriers discussed in the Core survey, it can be
concluded that most of the barriers regarding delivery conditions are both perceived and
actual barriers for online (cross-border) purchasing.
Figure 132 Top 10 reasons for not completing an online purchase in Belgium
Top 10 reasons for not completing an online purchase - Belgium

My means of payment was refused
21%
The proposed delivery costs were too high
19%
Long proposed delivery time
14%
The foreign seller refused to sell to me because I live in

Belgium
14%
The proposed delivery arrangements were not convenient

for me
14%
I could not access the foreign seller's website or only limited

content was displayed to me
7%
I was not sure that I would be treated fairly in case of

problems
7%
The suggested return shipping costs were too high
7%
I didnt understand the terms and conditions
6%
Other problem
Source:
Clickstream
Survey
Q17:
What
products/services/digital content? (N=177)
272
was/were
20%
the
main
reason(s)
for
not
completing
the
purchase
of
Figure 133 Top 10 reasons for not completing an online purchase in Poland
Top 10 reasons for not completing an online purchase - Poland

The proposed delivery costs were too high
27%
Long proposed delivery time
22%
The proposed delivery arrangements were not convenient

for me
22%
The suggested return shipping costs were too high
17%
I was not sure I would be able to get my data back when

closing my account
17%
My means of payment was refused
17%
I was not sure that I would be treated fairly in case of

problems
14%
I didnt know what my consumer rights were
11%
I didnt trust the terms and conditions that I had to agree

with
11%
Other problem
Source:
Clickstream
Survey
Q17:
What
was/were
30%
the
main
reason(s)
for
not
completing
the
purchase
of
products/services/digital content? (N=177)
When asked about the stage of the attempted purchase when the respondent realised
that he or she wouldnt be able to buy the product online, answers 97 varied depending on
the reason of the failed purchase. When the foreign seller refused to sell to respondents
because of their country of residence, respondents mostly realised this after choosing the
delivery address (68%). When respondents were redirected to the sellers website in the
country of residence despite trying to access the sellers website in another country,
about 60% of them realised the purchase attempt would fail automatically when they
visited the foreign sellers website, a trend which is in line with what was observed in the
Core survey.
97
Extremely low base size
273
Figure 134 The stage at which respondents realised an online purchase could not be
completed, by reason
Stage of problem with cross-border purchase
68%
63%
37%
32%
Automatically when visiting the foreign

seller's website
After choosing the delivery address
The foreign seller refused to sell to you because you live in your country of residence
You were redirected to the sellers website in your country of residence despite trying to access the
sellers website in another country
Source: Clickstream Survey Q18: At what stage of your attempted cross-border purchase did you realize that you could not buy
the good/service/digital content because: (N=16)
274
CONCLUSION
In order to provide support and evidence base to the completion of a borderless Digital
Single Market, one of Commissions top priorities for the coming years, two surveys of
online consumers were carried out, looking particularly into their purchase activity for 12
types of tangible goods and offline services (e.g. clothes, travel services etc.), usage of 4
types of online services (e.g. communication services, social networks) and access to 8
types of digital content (e.g. e-books, films and TV series online). These included a core
survey (covering online consumers from all EU28, plus Norway and Iceland) and a
clickstream survey (targeted to online respondents from Belgium and Poland only who
had expressed the intention to make at least one online purchase within the timeframe of
the survey). The key issues that were addressed related to the online behaviour of EU
consumers, the reasons for (not) purchasing online (cross-border) and the actual and
perceived barriers to cross-border online purchasing. Combining the objective clickstream
data (which capture inter alia information on the actual websites used, time spent etc.)
with the self-reported survey data was deemed necessary in order to get a richer picture
of the drivers and impediments to online consumer behaviour. The key results of the
surveys are summarised below:
Online activity
At EU28 level, 95% of survey respondents purchased tangible goods or offline services at
least once in the last 12 months. The goods most commonly purchased online were
clothing, shoes and accessories (76%), followed by travel services (68%). Although
usage of online services (93%) and access to digital content (94%) were high, only one
in five consumers actually paid for online services (20%), while less than half (44%) paid
for digital content at least once. The most commonly used service (daily by 62% of
online
consumers
and
88%
altogether)
was
communication
services
(email,
texting/telephoning over the internet), followed by participation in social networks (53%

and 82% respectively). With digital content, access was the highest for online news
services and music, accessed daily by 36% and 21% of online consumers respectively
and at least once by 83% and 78% respectively.
Across the 12 types of tangible goods and offline services markets that were assessed,
consumers were more likely to purchase online domestically (61-75%) than cross-border
within the EU (14-22%). Domestic access to digital content ranged between 54-73%
across the 8 markets surveyed, with 12-17% of respondents accessing it cross-border
within the EU. Cross-border purchases of tangible goods and offline services outside the
275
EU were made by 8-13% of online respondents and a comparable proportion (8-10%) for
digital content. Over a quarter of all respondents who accessed digital content (22-35%)
did not know the origin of the online seller or service provider less so (15-20%) for
purchases of tangible goods and offline services.
Online consumers make cross-border purchases without always realising it. Well over a
third (40%) of all EU28 online respondents whose latest online purchase took place
cross-border inside the EU reported it incorrectly as domestic. The clickstream survey
verified similar results for the two countries in question.
The highest online activity was observed for younger respondents, those residing in the
EU13 or metropolitan areas, those with higher education or in a better financial situation,
as well as for frequent travellers abroad. Cross-border online activity was more common
in smaller EU countries with language and cultural links to neighbouring, larger markets.
In addition, being younger and having international exposure (e.g. knowledge of English
or other foreign languages, travelling abroad etc.) are both positively linked to making
cross-border purchases.
Online Spending
The total market value of the consumer segment of the Digital Single Market is estimated
at ~ 231 billion. Tangible goods and offline services represent 92% of the total market
value, with digital content and online services accounting for only 6% and 2%,
respectively. The combined share of cross-border purchasing was one fifth (20%) of the
total market value for tangible goods/offline services and digital content markets (14%
inside the EU). However, while approximately 26% of the total market value for digital
content is cross-border (18% inside the EU), the equivalent proportion is only 19% for
tangible goods and offline services (14% inside the EU).
The average EU28 online shopper who reported making purchases of tangible goods and
offline services in the last year spent 760 on such online purchases. These figures were
much lower among those who paid for online services (94) and digital content (107).
While spending on tangible goods and offline services is mostly domestic, the difference
between domestic and cross-border spending is much less pronounced for digital content.
Consumers residing in the EU13 spent -in relative terms- more than those in the EU15 on
online purchases from other EU countries, especially for tangible goods and offline
services.
The average amount spent by consumers on the latest online purchase was 100. The
most commonly purchased items were clothing, shoes and accessories (21%) and
276
electronics and computer hardware (13%), with 93% of all purchases falling in the
tangible goods and offline services category.
Consumers attitudes towards online purchases

The average time online shoppers spent in total on their most recent online purchase was
3.1 hours. The three most preferred means of researching an online purchase were
visiting online market places (42%), visiting seller or service provider websites (41%)
and searching via a general search engine (38%). Convenience (e.g. ordering at any
time of the day or week - 49%; saving time by buying online - 42%; and delivery to a
convenient place - 24%), price (e.g. finding cheaper products online - 49%; the ease of
comparing prices online - 37%) and choice (more choice online - 36%, finding products
only online - 25%) were the most important reasons for shopping online.
The choice of a specific seller or service provider is mostly determined by price (45%)
and previous experience (44%), with most online shoppers (84%) using a website for
their latest online purchase (13% used an app and 3% an appstore). The majority of
online shoppers of tangible goods (57%) do not have a preference for online sellers who
also have a physical shop. Also, the majority of EU28 online shoppers (83%) had their
most recent online purchased tangible good delivered to their home or workplace, with
only a minority picking it up in person, either from a store (8%), from a collecting point
or a safe box in a public location (5%) or from the local post office (4%).
Respondents from EU13 countries (47% vs. 12% for EU15) are much more likely to pay
cash on delivery, whereas payments via a credit/charge card (e.g. Visa/Mastercard) and
via online payment systems (e.g. PayPal) prevail with respondents from the EU15 (54%
and 50% vs 42% and 36% respectively in EU13). The most commonly used devices for
making online purchases were a laptop (80%), followed by a desktop PC (73%) and a
smartphone (59%).
As concerns knowledge of consumer rights when buying online, only 9% of EU28 online
consumers identified correctly the latest stage when they have the right to withdraw
from a purchase of a digital content and get their money back, while 47% admitted that
they did not know their rights regarding digital purchases. When it comes to traders
compliance with the existing acquis, only 33% of those consumers who paid online for
digital content in the last 6 months reported that their explicit consent was always sought
by traders, as to the fact that by starting the download/streaming they were accepting to
lose the right to withdraw from the digital purchase.
277
Barriers to (cross-border) e-commerce

Data protection, payment security and consumer rights are key concerns in domestic ecommerce. Almost a third of online consumers (30%) were concerned that personal data
may be misused and 25% that payment card details may be stolen. In addition, 26%
expressed concerns about receiving wrong or damaged products, 22% about the
difficulty to replace or repair a faulty product and 22% about the difficulty in returning
products and getting reimbursed. Concerns about cross-border e-commerce were linked
primarily to delivery, such as high delivery costs (27%), high return costs (24%) and
long delivery times (23%). Concerns related to redress, such as the difficulty of solving
problems (23%) were also common, followed by those about consumer rights: getting a
faulty product replaced or repaired (20%) or returning a product and getting reimbursed
(20%).
Almost a third (31%) of EU28 consumers experienced at least one problem when making
or trying to make an online purchase in the past year; problems were more prevalent in
the EU13. Cross-border purchases, both within the EU and from outside the EU,
accounted for a disproportionately high amount of problems.
Concerns about delivery and conformity issues were confirmed by actual consumer
experiences. The most frequently encountered problem, accounting for 17% of online
consumers who reported problems, was long delivery times. Four of the five most
frequently reported problems are related to the conformity of the offer: lower quality
than advertised (15%), product delivered did not work (14%), non-delivery (13%) and
wrong product delivered (13%). Consumers continue also to face problems with crossborder online transactions linked to their country of residence (e.g. sellers who refuse to
sell to them, redirection of the foreign sellers website to that in the consumers country,
foreign sellers charging a higher price etc.). Moreover, when crossing an EU border,
consumers are frequently prevented from accessing content which they accessed for free
or via a payment in their home country. Indeed, out of those respondents who streamed
films and TV series or live events (e.g. sports matches) in the last 12 months and tried to
access these streaming services of their own country while being abroad, 43% and 51%
respectively reported not being able to access the content when abroad.
Some 16% of respondents did not take any action to resolve their most recently
experienced problem. Approximately two thirds of respondents who took action were
satisfied with the way their complaint was handled. The highest satisfaction (68%) was
with out-of-court dispute resolution entities, whilst the lowest (54%) was with court.
278
10 Annex I Extended Survey Methodology

10.1 Part 1: Core Survey
The survey was conducted online using consumer panels in all 30 countries. The 19
larger EU Member States had a target of 1000 respondents each, 7 Member States had a
target of 500 respondents, and the smallest 4 countries each had a target of 250
respondents. Panellists received an email inviting them to participate in the survey,
including the link to the URL where they found the online questionnaire. Each email to a
panellist had a unique survey URL, which ensured that no panellist could complete the
survey twice. Panellists also had the opportunity to use their personal URL to revisit the
questionnaire and thus to be able to complete it in more than one sitting. Following the
original email invitation, panellists who had not clicked on the link received reminders.
Following the finalisation of the survey questionnaire in English, the master questionnaire
was programmed into an online questionnaire script and then translated into all national
languages for the 30 survey countries. This translation process consisted of a first
translation, followed by an independent review by another translator, followed by several
checks of the translated script by researchers before the questionnaire and its
translations were finalised. This process of questionnaire scripting and translation took
place from January 5 to February 16, 2015. The quality of the translation was reviewed
by Commission services.
279
Consumer survey(s) for the Commission study

"Identifying the main cross border obstacles to the Digital Single
Market and where they matter most
Matrix of core consumer survey questions:
INTRODUCTORY NOTE FOR RESPONDENTS:
This survey is being conducted by GfK, an independent market research
company, on behalf of the European Commission in several countries of the
European Union in order to better understand the functioning of the Digital Single
Market for consumers when they buy or use goods, services and digital content
online. This survey focuses on:
(i) tangible goods you have purchased online for private use and
services ordered online but used offline;
(ii) services you have used online for private purposes;
(iii) digital content you have accessed online for private use.
When it comes to digital content, this survey further distinguishes between free
vs paid and also downloaded vs streamed content.
The study addresses your experience with products online from
professional sellers. Not relevant are your purchases from private persons,
mail order, phone order and second-hand products.
When we refer to buying/purchasing online, this means buying products through
the Internet via computers, laptops, smart-phones, tablets and Web-TVs; this
includes e.g. buying through apps on smartphones or tablets.
When we refer to products, it covers any of the above categories (tangible
goods, services or digital content).
280
I.
ONLINE BEHAVIOUR OF EU CONSUMERS
Q1. On average, how much time per day do you actively use the
Internet for non-work related purposes? This can include browsing
online, shopping, sending emails, using social media, online
gaming etc.
Please try to give an approximate value in terms of hours and minutes
DP: Insert number boxes. Limit box 1 range from 0 to 24, limit box 2 range from
0 to 59. Minutes can be empty, hours can be empty. At least 1 needs to be filled
in. If minutes > 59, error message Amount you have entered is too large.
[insert number box 1] Hours
[insert number box 2] Minutes
281
I.I TANGIBLE GOODS AND SERVICES ORDERED ONLINE BUT USED

OFFLINE (E-COMMERCE)
Q2a. Over the last 12 months, how many times on average have
you used the Internet
to buy or order tangible goods and services (ordered online but
used offline)?
DP: Single answer per row. Randomize, Other is always last.
Grid down:
Books (print or on a tangible medium, e.g. physical
CD, DVD, or Blu-ray)
2. Electronics & computer hardware
3. Electrical household appliances
4. Computer games and software (on a tangible
medium, e.g. physical CD, DVD, or Blu-ray)
5. Music & film (on a tangible medium, e.g. physical
CD, DVD, or Blu-ray)
6. Clothing, shoes and accessories
7. Cosmetics and healthcare products
8. Toys and childcare articles
9. Sports and outdoor equipment (not clothing)
10.
Non-electrical household goods & interior
design
11.
Travel services (hotels, transport)
12.
Online reservations of offline leisure (event
tickets, restaurants)
13.
Other
1.
Grid across:
At least once a day
2. At least once a week
3. At last once a month
4. At least once every three months
5. At least once in the last 12 months
6. Never
1.
Q2b. Over the last 12 months, where did you buy or order online
tangible goods or
Services from (ordered online but used offline)? Please indicate all
that apply.
282
DP: Filter - ask Q2b separately for all options in Q2a, for which grid across=1-5.
Insert each option in a different row. Multiple answers per row. Minimum 1
answer per row.
From a seller or service provider based in my

country of residence
2. From a seller or service provider based in another
EU country
3. From a seller or service provider based outside the
EU
4. I bought/ordered online but do not know where the
seller or service provider is based
1.
Q2c. Please specify the COUNTRIES of the sellers (excluding your

country of residence) from which you have bought or ordered
online tangible goods or services (ordered online but used offline)
over the last 12 months.
DP: Filter - ask Q2c if for any column in Q2b option 2 or 3 is selected (cross
border). Multiple answers. Minimum 1 answer. List countries below as options.
1. Austria
2. Belgium
3. Bulgaria
4. Croatia
5. Czech Republic
6. Cyprus
7. Denmark
8. Estonia
9. Finland
10. France
11. Germany
12. Greece
13. Hungary
14. Latvia
15. Lithuania
16. Luxembourg
17. Ireland
18. Italy
19. Malta
20. Netherlands
21. Poland
22. Portugal
23. Romania
24. Slovakia
25. Slovenia
26. Spain
27. Sweden
28. United Kingdom
29. United States
30. China
31. Other specify
283
Q2d. How much money have you spent IN TOTAL on online

purchases of tangible goods or services (ordered online but used
offline) over the last 12 months?
DP: Ask Q2d (collectively) if for any option in Q2a, an answer 1-5 is selected.
Provide a list of all options that apply directly under the question.
Please try to give an approximate value and indicate the appropriate currency.
Insert a text box for amount including the text indicated below. Amount must
be > 0.
Specify amount
Next to the text box, on the right, insert drop down menu for
currency type.
1. Local currency
2. EUR
3. GBP
4. USD
Multiply specified amount in Q2d by the currency exchange rate EUR-currency
(provided in a separate file for all used currencies). For example, if the
specified amount = 100 and USD is selected as currency, the final value equals
100*EUR-USD exchange rate.
Q2e. Of the total amount that you spent online on tangible goods
or services (ordered online but used offline) in the past 12
months, how much was spent on purchases FROM SELLERS BASED
IN ANOTHER EU COUNTRY?
Click here* to see a list of EU member states.
DP: Ask Q2e (collectively) if for any option in Q2a, an answer 1-5 is selected
AND if Q2b=2 (cross border in another EU country). Provide a list of all options
that apply directly under the question.
*DP: provide a link in Q2a to the following list of countries (EU member states).
Only as a reminder if asked for!
Austria
Belgium
Bulgaria
Croatia
Cyprus
Czech Republic
Denmark
Estonia
Finland
France
Germany
Greece
Hungary
284
Ireland
Italy
Latvia
Lithuania
Luxembourg
Malta
Netherlands
Poland
Portugal
Romania
Slovakia
Slovenia
Spain
Sweden
United Kingdom
285
Insert one text box for amount including the text indicated below. Amount must
be >= 0.
Specify amount
currency type.
1. Local currency
2. EUR
3. GBP
4. USD
Multiply provided amount in Q2e by the currency exchange rate EUR-currency
(provided in a separate file for all used currencies). For example, if the specified
amount = 100 and USD is selected as currency, the final value equals 100*EURUSD exchange rate.
Include check that amount specified (final value, multiplied by the specific
exchange rate) in Q2e <= amount from Q2d
Q2f. Of the total amount that you spent online on tangible goods
or services (ordered online but used offline) in the past 12
months, how much was spent on purchases FROM SELLERS BASED
OUTSIDE THE EU?
DP: Ask Q2f (collectively) if for any option in Q2a, an answer 1-5 is selected
AND if Q2b=3 (cross border outside EU). Provide a list of all options that apply
directly under the question.
Insert one text box for amount including the text indicated below. Amount must
be >=0.
Specify amount
Include check that amount specified
currency type.
1.
2.
3.
4.
Local currency
EUR
GBP
USD
Multiply provided amount in Q2f by the currency exchange rate EUR-currency

(provided in a separate file for all used currencies). For example, if the specified
amount = 100 and USD is selected as currency, the final value equals 100*EURUSD exchange rate.
exchange rate)
286
in Q2f <= (Q2d Q2e)

I.II ONLINE SERVICES
you used the following online services (including both paid and
free services)?
Grid down:
1. Communication services (web-based email
(Hotmail, Gmail,etc), texting/telephoning over the
internet (e.g. WhatsApp, Viber), making video calls
via a webcam over the internet (e.g. Skype) etc.)
2. Participation in social networks (Facebook, Twitter,
Instagram, LinkedIn, dating sites, etc.)
3. Storage and transfer of files (e.g. Dropbox, iCloud)
4. Web-based software applications (e.g. Google Docs,
Office 365)
5. Other
Grid across:
1.
2.
3.
4.
5.
6.
At least once a day

At last once a month
At least once in the last 12 months
Never
Q3b. How did you use these online services?

DP: Filter - ask Q3b for all options in Q3a, for which grid across=1-5. Insert
each option in a different row. Multiple answers per row. Randomize, Other
always last. Minimum 1 answer per row.
Free
use
1. Communication services
(web-based email
(Hotmail, Gmail,etc),
texting/telephoning over
the Internet (e.g.
WhatsApp, Viber), making
video calls via a webcam
287
Paid use (e.g.

subscriptions)
2.
3.
4.
5.
over the internet (e.g.

Skype) etc.)
Participation in social
networks (Facebook,
Twitter, Instagram,
LinkedIn, dating sites,
etc.)
Storage and transfer of
files (e.g. Dropbox, iCloud)
Web-based software
applications (e.g. Google
Docs, Office 365)
Other
Q3c. How much money have you spent IN TOTAL on PAID ONLINE
SERVICES over the last 12 months?
DP: Filter: ask Q3c collectively if for any option in Q3b Paid Use was selected.
List all options for which Paid use was selected (each option on a new line).
be > 0.
Specify amount
currency type.
1.
2.
3.
4.
Local currency
EUR
GBP
USD
Multiply provided amount in Q3c by the currency exchange rate EUR-currency

I.III DIGITAL CONTENT

you used the Internet to access the following digital content
(including both paid and free access):
288
Grid down:
1.
2.
3.
4.
5.
6.
7.
8.
9.
E-books
Music
Films and TV series
Games (including in-game purchases)
Live events (e.g. sports, concerts etc.)
Other video content (e.g. educational, entertainment
etc.)
Online news services (newspapers, magazines, blogs
etc.)
Software (including apps)
Other
Grid across:
1.
2.
3.
4.
5.
6.
At least once a day

At last once a month
At least once in the last 12 months
Never
Q4b. How did you access the digital content?

DP: Ask Q4b separately for each option in Q4a, for which grid across=1-5.
Multiple answers per row. Randomize, Other is always last. Minimum 1
answer per row.
Option 5. Live events: exclude Paid Download AND Free Download as
possible answers.
Option 8. Software: exclude Paid Streaming/Viewing
Streaming/Viewing... as possible answers.
Paid
Download
E-books
2. Music
3. Films and TV
series
4. Games (including
1.
289
Free
Download
Paid
Streamin
g/Viewin
g/ Using
online
AND
Free
Free
Strea
ming
/Vie
wing
/
Using
onlin
e
5.
6.
7.
8.
9.
in-game
purchases)
Live events (e.g.
sports, concerts
etc.)
Other video
content (e.g.
educational,
entertainment
etc.)
Online news
services
(newspapers,
magazines, blogs
etc.)
Software
(including apps)
Other
Q4c. Over the last 12 months, when being in another EU country,

did you try to view Films/TV series and/or Live events (e.g. sports
matches) via streaming that you could normally view in your
country of residence?
DP: Ask Q4c ONLY for options 3 and 5 in Q4b IF Paid Streaming or Free
Streaming was selected. Single answer per row.
1. I tried and it worked

2. I tried, but I was not allowed by the content
provider
3. I tried, but I was not allowed by the internet
provider
4. I tried, but it didn't work for another reason
5. I travelled to another EU country but did not try
6. I did not travel to another EU country
Q4d. Over the last 12 months, where did you access online digital
content from?
DP: Ask Q4d separately for each option in Q4a, for which grid across=1-5.
Multiple answers per row, Minimum 1 answer per row.
1.
2.
3.
4.
290
From a provider based in my country of residence

From a provider based in another EU country
From a provider based outside the EU
I accessed online but do not know where the
provider is based
Q4e. Please specify the COUNTRIES of the providers (excluding

your country of residence) from which you have accessed digital
content over the last 12 months
DP: Ask Q4e if at least for one option Q4d=2 or 3 (accessed digital content cross
border). Multiple answers. Minimum 1 answer. List countries below as options.
1. Austria
2. Belgium
3. Bulgaria
4. Croatia
5. Czech Republic
6. Cyprus
7. Denmark
8. Estonia
9. Finland
10. France
11. Germany
12. Greece
13. Hungary
14. Latvia
15. Lithuania
16. Luxembourg
17. Ireland
18. Italy
19. Malta
20. Netherlands
21. Poland
22. Portugal
23. Romania
24. Slovakia
25. Slovenia
26. Spain
27. Sweden
28. United Kingdom
29. United States
30. China
31. Other specify
Q4f. How much money have you spent IN TOTAL on online

purchases of digital content over the last 12 months?
DP: Ask Q4f (collectively) if for any option in Q4b, Paid Download OR Paid
Streaming/Viewing/Using Online was selected. Provide a list of all options that
apply directly under the question (Each on a new line).
291
be > 0.
Specify amount
currency type.
1.
2.
3.
4.
Local currency
EUR
GBP
USD
Multiply provided amount in Q4f by the currency exchange rate EUR-currency

Q4g. Of the total amount that you spent online on digital content
in the past 12 months, how much was spent on purchases FROM
SELLERS BASED IN ANOTHER EU COUNTRY?
Click here* to see a list of EU member states.
DP: Ask Q4g (collectively) if for any option in Q4b, Paid Download OR Paid
Streaming/Viewing/Using Online was selected AND for which Q4d=2 (cross
border in another EU country). Provide a list of all options that apply directly
under the question (Each on a new line).
*DP: provide a link in Q2a to the following list of countries (EU member states).
Only as a reminder if asked for!
Austria
Belgium
Bulgaria
Croatia
Cyprus
Czech Republic
Denmark
Estonia
Finland
France
Germany
Greece
Hungary
Ireland
Italy
Latvia
Lithuania
Luxembourg
Malta
Netherlands
Poland
Portugal
Romania
Slovakia
292
Slovenia
Spain
Sweden
United Kingdom
be >= 0.
Specify amount
currency type.
1.
2.
3.
4.
Local currency
EUR
GBP
USD
Multiply provided amount by the currency exchange rate EUR-currency

exchange rate)
in Q4g <= Q4f.
Q4h. Of the total amount that you spent online on digital content
in the past 12 months, how much was spent on purchases FROM
SELLERS BASED OUTSIDE THE EU?
DP: Ask Q4h (collectively) if for any option in Q4b, Paid Download OR Paid
Streaming/Viewing/Using Online was selected AND for which Q4d=3 (cross
border outside EU). Provide a list of all options that apply directly under the
question (Each on a new line).
be >= 0.
Specify amount
currency type.
1.
2.
3.
4.
Local currency
EUR
GBP
USD
Multiply provided amount by the currency exchange rate EUR-currency

293
exchange rate)
in Q4h <= (Q4f-Q4g).
294
I.IV ADDITIONAL QUESTIONS

Q5. Which languages can you use comfortably for personal
interests such as shopping, searching the web or other uses?
DP: Multiple Answers. Option 7 is exclusive.
1.
2.
3.
4.
5.
6.
Native language (if not English, French or German)

English
French
German
Other language I know - specify
Any language by using automatic translation (e.g. Google
translate)
7. None
Q6. When purchasing digital content, what is the latest stage up to

which you have the right to withdraw from the purchase and get
your money back?
DP: Single Answer
1.
2.
3.
4.
Before you paid for the product

Before you started the download or streaming
Before the download or streaming was completed
Within 24 hours after you completed the download or
streaming
5. Within 14 days after you completed the download or
streaming
6. Dont know
Q7. Which of the following PAYMENT METHODS have you used for
your online purchases over the last 12 months?
DP: Multiple Answers
1.
2.
3.
4.
5.
6.
Credit/charge card (e.g. Visa, Mastercard)

Debit card
Bank/credit transfer
Direct debit (from bank account)
Cash on delivery
Online payment systems such as PayPal, Smart2Pay,
Webmoney, Giropay, iDEAL
7. Payment by mobile phone (e.g. PayMo)
8. Virtual currency (e.g. Bitcoin)
9. Cheque
10. Gift card or voucher
11. Other (Specify)
Q8. Which of the following DEVICES did you use to make your
online purchases over the last 12 months? Please rank the devices
by frequency of usage, starting with the device you used the most.
DP: Ranking question. Multiple answers. All selected answers should be ranked.
1. Desktop computer
295
2.
3.
4.
5.
6.
296
Laptop
Smartphone
Tablet
TV
Other
II.
LATEST ONLINE PURCHASE
[Question Block]
DP Filter:
Ask Q9-Q17 if for ANY of the options (1-12) in Q2a grid across=15.
OR
if for ANY of the options (1-8) in Q4a grid across=1-5 AND if in
Q4b Paid Download or Paid Streaming/Viewing/Using Online was
selected
Ask Q9 only once, no loop.
Q9. Thinking about your LATEST ONLINE PURCHASE, what kind of
product did you buy? (excluding purchases from private
individuals or purchases of second hand products)
DP: Insert as choices all options in Q2a and Q4a for which grid
across=1-5. Single answer.
DP: Exclude option 13. Other from Q2a AND option 9. Other from
Q4a.
Q10. How much MONEY did you spend on your latest online
purchase? (excluding purchases from private individuals or
purchases of second hand products)
Insert a text box for amount including the text indicated below.
Specify amount
currency type.
1.
2.
3.
4.
297
Local currency
EUR
GBP
USD
Q11. Roughly how much TIME did you spend online IN TOTAL
shopping for [insert answer from Q9] (from initial research
through final purchase)?
Please try to give an approximate value in terms of hours and minutes
DP: Insert number boxes. Limit box 1 range from 0 to 999, limit box 2 range
from 0 to 60.
Q12. WHERE did you buy this product online from?

DP: Single answer
EU country
EU
4. I bought/ordered online but do not know where the
seller or service provider is based
1.
Q13. Where did you order this product to be DELIVERED?

DP: Ask only if choice in Q9 belongs to options 1-10 in Q2a
(tangible goods) AND if Q12=2 (cross border within EU)
In my country of residence
In the country of the seller
In another EU country (not my country, nor the
sellers)
4. Outside the EU
1.
2.
3.
Q14. Which of the following did you do to RESEARCH THIS ONLINE

PURCHASE? Please identify up to five actions in the order in which
they occurred (which did you do first, second, third etc.).
DP: Multiple answers, maximum 5. Ranking question. Randomize.
1. Visited shops in person
2. Browsed the website of a store that I had visited in
person
3. Read, heard or viewed reports/ads in print/radio/TV
4. Read online reviews in portals or independent advice
websites (for example run by a consumer organisation
or governmental body)
5. Searched using a general search engine (for example
Google, Bing, Yahoo)
6. Searched using a price comparison website
298
7. Visited online market places (for example Amazon

marketplace, eBay, [COUNTRY SPECIFIC])
8. Visited online service intermediaries (e.g. Expedia,
booking.com, Ticketmaster etc.)
Ask only if Q9 answer is in

Q2a=11-12 category
9. Visited iTunes, Google Play or equivalent stores and

portals for games, films, music etc.
Ask only if Q9 answer

belongs to a Q4a category
(digital content)
10. Visited social networking sites (for example Facebook,

Twitter, Instagram [COUNTRY SPECIFIC])
11. Visited manufacturer / brand websites
12. Visited seller or service provider websites
13. Contacted online or phone customer service
14. Discussed with family, friends, colleagues
Q15. Which WEBSITE/APPSTORE/APP did you use to purchase

[insert product selected in Q9]?
DP: Single choice. Insert textboxes after Please specify.
Ask option 2 Only if answer to Q9 belongs to Q4a (digital content). Otherwise
filter out.
1. URL (e.g. www.amazon.de)
Please specify:
2. Appstore (e.g. iTunes, Google Play)
Please specify:
3. App (e.g booking.com app, Airbnb app
etc.)
Please specify:
Q16. How was this product DELIVERED?

DP: Ask Q16 if answer in Q9 belongs to a Q2a=1-10 category (tangible goods).
Single Answer. Do not randomize.
1. Delivered to a home/work address
2. Picked up in person in a shop
3. Picked up in person from a collecting point/safe box in a public
location (for example gas station, kiosk, etc.)
4. Picked up in person from a local post office
Q17. Why did you choose the website/appstore/app from which

you finally bought [insert answer from Q9]? Please select up to 5
responses that apply.
Multiple responses, maximum 5 responses. Randomize except for Other
always last.
1. It was the only site that offered the product I
wanted
2. The product was not offered in my country
299
Ask only if Q12=2-4
3. The price was lowest

4. The website/app was clearly designed and
easy to use
5. Product information was clear and complete
6. The website/appstore/app included product
reviews from other customers
7. I purchased from the site before
8. Delivery options were convenient (e.g. time,
place)
9. Delivery in my country was possible
10. Delivery costs were low
11. I understand the language of the foreign
website
12. It offered my preferred payment method
13. It was a seller to whom it is easy to return
products and get reimbursed
14. The site provided a phone number / contact
details of the seller
15. There was a trust mark on the website
16. I trust the foreign country where Im buying
from
17. It was from a seller that guarantees good
after-sales service
18. The site had a good reputation
19. Information on consumer rights (besides
contractual terms) was clear and complete
20. Contractual terms were clear and fair
21. Other
300
Ask only if Q9 answer is in a Q2a=1-10

category
Ask only if Q12=2-4 AND Q9 answer is
in a Q2a=1-10 category
category
Ask only if Q12=2-4

category
Ask only if Q12=2-3
IIV. REASONS FOR BUYING ONLINE

Q18. How often do you shop in the following way for each of the
following product types? I buy this product online after looking at
it in a physical shop.
DP: Ask Q18 SEPARATELY for ALL options 1-10 in Q2a where grid across=1-5
(Tangible goods). Single answer per row.
TANGIBLE GOODS
Use a 5 point scale, where 1 is

Never, 2 is Rarely, 3 is Sometimes, 4
is Often and 5 is Always
Q19. When buying online, do you have a preference for online

sellers that also have a physical shop?
DP: ask Q19 if ANY option from 1 to 10 in Q2a for which grid across=1-5.
Randomize options 2-5 only. Multiple responses for options 2 to 5. Options 1
AND 6 are exclusive. This is a collective question. Ask only once as is, no
reminders from Q18.
1. No, it does not make any difference
2. Yes, because it is easier to return items
3. Yes, because I prefer to see the product in a shop before
buying
4. Yes, because I prefer to get advice in the shop before buying
online
5. Yes, because I have more trust to buy online if the seller has
a physical shop
6. No reply/Dont know
Q20. What are the main REASONS why you buy products online?
Please select up to 5 responses that apply.
DP: ask Q20 if ANY option in Q2a, Q3a, and Q4a grid across=1-5 (so, ask ALL
unless ALL answers in Q2a, Q3a, and Q4a grid across=6)
Multiple responses, maximum 5 responses. Randomize except for Other
always last
1.
2.
3.
4.
5.
6.
7.
8.
9.
301

I dont like going to shops
Its easier to compare prices online
Its easier to compare product information online
Theres more choice online
10. I can find product reviews by other consumers

11. I can order at any time of the day/week
12. Products are delivered to a convenient place
13. I can return products easily
14. Other
302
V. ACTUAL AND PERCEIVED BARRIERS TO (CROSS-BORDER) ECOMMERCE

Q21. What are your greatest CONCERNS about buying products
online in [country]? Please choose up to 5 concerns.
DP: Multiple responses, maximum 5 responses. Randomize except for Other
concerns and I dont have any concerns always last. [country]=home
country
1.
2.
3.
4.
Long delivery times

Delivery costs or final price are higher than displayed on
website
5. Delivery arrangements of online sellers might not be
convenient for me
6. Customer service is poor
7. Returning a product I didn't like and getting reimbursed is not
easy
8. Replacement or repair of a faulty product is not easy
9. The payment card details may be stolen
10. My preferred payment method might not be accepted by
online sellers
11. Personal data may be misused
12. Goods sold online might be unsafe/counterfeit
13. I dont trust the information provided to me online
14. I dont trust the terms and conditions I have to agree with
online
15. I do not know what my consumer rights are when buying
online
16. There is a lower level of consumer protection when buying
online
17. I dont understand the terms and conditions
18. Other concerns
19. I dont have any concerns
Q22. What are your greatest CONCERNS about buying products

online in another EU country? Please choose up to 5 concerns.
DP: Multiple responses, maximum 5 responses. Randomize except for Other
concerns and I dont have any concerns always last.
1. Long delivery times
2. Wrong or damaged products will be delivered
3. Delivery arrangements of foreign sellers might not be
convenient for me
4. Foreign sellers will not sell to me because I live in [YOUR
COUNTRY]
5. I might be redirected to a website in my country of residence
6. Products will not be delivered at all
7. High delivery costs
8. Customer service is poor
9. It may be more difficult to solve any problems if something
goes wrong
10. High return shipping costs
303
11. Returning a product I didn't like and getting reimbursed is not

easy
12. Replacement or repair of a faulty product is not easy
13. The payment card details may be stolen
14. My preferred payment method might not be accepted by
foreign sellers
15. Personal data may be misused
16. Goods sold online might be unsafe/counterfeit
17. I dont trust the terms and conditions from foreign sellers that
I have to agree with online
18. I have too little information regarding offers from foreign
sellers
19. I do not know what my consumer rights are when buying
online from a seller/provider based in another EU country
20. The level of consumer protection in other EU countries is lower
than in my country
21. I dont understand the terms and conditions
22. I may not be able to access the service or the product may be
incompatible to use in [country]
23. Other concerns
24. I dont have any concerns
Q23. If you experienced a PROBLEM/PROBLEMS when making or

trying to make AN ONLINE PURCHASE in the last 12 months, the
MOST RECENT PROBLEM was with:
DP: LIST ALL Valid answers from Q2a, Q3a, and Q4a for which grid across=1-5.
Single Answer.
1. Tangible goods or service ordered online but used offline

LIST ALL Valid answers from Q2a for which grid across=1-5
2. Online services
3. Digital content
4. I did not experience any problem
Q24. Where was this online purchase made or attempted from?

DP: Ask if Q23=1 OR Q23=3 (tangible goods/services OR digital content)

EU country
EU
4. I bought/ordered online or tried to buy/order but do
not know where the seller or service provider is
based
1.
Q25. What was/were the problem(s)?

304
DP: Ask if Q23=1-3. Multiple answers allowed.

problems always last.
Randomize with Other
1. I could not return a product I didn't like and get reimbursed

2. The seller did not replace or repair a faulty product
DP:
Filter
out
if
Q24=1
3. Foreign sellers refused to sell to me because I live in [country]

4. I was not able to access the seller's website in another country
because I was automatically redirected to the sellers website in
[country]
5. Long delivery time
6. Wrong product delivered
7. Non-delivery
DP: Filter
out
if
Q23=1
8. I could not access the service

9. My payment card details were stolen
10. My means of payment was refused by the seller
11. Delivery costs or final price was higher than displayed on website
DP: Filter
out
if
Q24=1
12. A foreign seller charged a higher price to me than to consumers in

the country of the seller
13. My personal data was misused
DP:
Filter
out
if
Q23=1
14. I could not get my data back when closing my account

15. Product delivered did not work
16. Product was of lower quality than advertised
17. Customer service was poor
18. The terms and conditions were not respected by the seller/provider
19. I could not access the foreign seller's website or only limited
DP:
Filter
out
if
Q24=1
20. Other problems
Q26. At what stage of your attempted cross-border purchase did

you realise that you could not buy the good/service because:
Grid Down:
DP: Ask Q26 only if Q25=3 or 4 (see below
statements)
for specific
1. The foreign seller refused to sell to you because you live in

[country]
[ask only if Q25=3]
2. You were redirected to the sellers website in [country], despite
trying to access the sellers website in another country
[ask only if Q25=4]
305
Grid Across:
DP: Single answer.
1. Automatically when visiting the foreign sellers website
2. After choosing the delivery address
3. After entering my payment card details
Q27. For your most recently experienced problem(s) with an

online purchase, what action did you take?
DP: Ask Q27 if Q23=1-3. Multiple answers allowed. DO NOT Randomize. Options
7 and 8 are exclusive.
1.
2.
3.
4.
5.
6.
7.
8.
I complained about it to the seller or service provider

I complained about it to the manufacturer
I complained about it to a public authority
I brought the matter to an out-of-court dispute resolution body (ADR) such as
an ombudsman, arbitration, mediation or conciliation body
I took the business concerned to court
Other
Dont know
I didnt take any action
Q28. In general, how satisfied or dissatisfied were you with the

way your complaint(s) was/were dealt with by the:
DP: Ask Q28 for each option from 1 to 6 that was SELECTED in Q27. Single
answer per row.
Very
satisfie
d
Fairly
satisfie
d
Not
very
satisfie
d
Not at
all
satisfie
d
Dont
Know/No
Answer
(ASK ONLY IF CODE 1 IN Q27)

Seller or service provider

Manufacturer

Public authority
(ASK ONLY IF CODE 4 IN Q27) An

out-of-court dispute resolution body
(ADR)

Court

Other
Q29. If you didnt take any action, what were the main reasons?
306
DP: Ask Q29 only if Q27=8. Multiple answers allowed. DO NOT Randomize.
Option 9 is exclusive.
1. I was unlikely to get a satisfactory solution to the problem i encountered
2. The sums involved were too small
3. I did not know how or where to complain
4. I was not sure of my rights as a consumer
5. I thought it would take too long
6. I tried to complain about other problems in the past but was not successful
7. I thought complaining would have led to a confrontation, and I do not feel at
ease in such situations
8. Other
9. Dont know
Q30. When purchasing digital content in the last 6 months, has the
trader sought your explicit consent as to the fact that, by starting
the download or streaming, you were accepting to lose your right
to withdraw from the purchase?
DP: Ask if for any item in Q4b paid download or paid
streaming/viewing/using online was selected. Single Answer.
1. Yes, my explicit consent was sought on all
occasions
2. My explicit consent was sought only occasionally
3. My explicit consent was never sought
VI. SOCIO-DEMOGRAPHICS
Q31. Are you a:
DP: Single Answer
1. Man
2. Woman
Q32. How old are you?

DP: Insert textbox, limit range from 18 to 99.
[INSERT AGE]
Q33. At what stage did you complete your full-time studies?
1.
2.
3.
4.
307
Elementary (primary) school or less

Some high (secondary) school
Graduation from high (secondary) school
Graduation from college, university or other third-level
institute
5. Post-graduate degree (Masters, PhD) beyond your initial

college degree
6. Still studying full-time
7. Other qualification
8. Refusal
Q34a. In which region do you currently live?

DP: Single Answer
[Use standard region list from panel nuts2 level]
Q34b. Would you say you live in a:

DP: Single Answer
1. Metropolitan zone
2. Other town / urban centre
3. Rural zone
Q34c. How often do you travel to other countries, either for work
or for leisure?
DP: Single Answer
1.
2.
3.
4.
5.
6.
7.
Daily
At least a few times a year
Never
Q35. Thinking about your households financial situation, would

you say that making ends meet every month is:
DP: Single Answer
Very difficult
2. Fairly difficult
1.
3.
4.
5.
308
Fairly easy
Very easy
Dont know
10.2 Part 2: Clickstream Survey

Panellists in both participating countries (BE, PL) received an email inviting them to the
survey. Following unique links, they completed a short screener, which surveyed their
intention to purchase tangible goods and offline services, online services or digital
content online, focusing specifically on the 24 different markets surveyed. Only
participants who reported an intention to complete an online purchase within the coming
month were eligible to take part in the clickstream survey. All eligible participants who
agreed to install the tracking add-on on their computers were considered valid recruits.
Outlined below are more specific descriptions of the three sources of data used for the
clickstream exercise:
1. Observed clickstream data: all recruited participants were provided with clear
instructions on how to install the GfK Internet Monitor add-on on their computer.
The add-on allowed for continuous tracking of their online surfing behaviour for a
period between 2 to 3 weeks.
2. Diary survey data: through automatic pop-ups triggered via the installed addon, all recruited participants were invited to complete at least two weekly online
diaries. The aim of these surveys was to provide a more comprehensive view and
a better understanding of the tracked respondents surfing behaviour to arrive at
an accurate overview of their online (cross-border) purchases analysed together
with the clickstream data captured. This serves to both validate and facilitate the
analysis of the clickstream data.
3. Core survey data: all recruited participants were invited via email to complete
the Core survey, which allowed for more in-depth analyses of their online (cross
border) purchase behaviour through the integration of data from multiple sources.
In order to obtain a minimum of 1000 participants completing all three requirements
outlined above, GfK recruited an initial sample of 2000 respondents who reported that
they intended to make an online purchase in the coming weeks and agreed to install the
GfK add-on. All respondents who generated an insufficient amount of clickstream data or
who did not complete the survey properly during fieldwork were discarded from the
study. Only participants who installed the add-on, remained active over the fieldwork
period (at least two weeks), and completed the core survey and at least two weekly diary
surveys were considered high quality participants. Data from these high quality
participants was used in all analyses reported in the following sections. A total of 1054
clickstream exercises were successfully completed.
309
Clickstream Diary Survey Interim/Final

Identifying the main cross border obstacles to the Digital Single
Market and where they matter most
Duration: Unknown
Described below is the questionnaire flow that shall be presented
to the respondent during the Diary survey, which is presented
weekly to the participant of the Clickstream survey. The final
survey is the same, with an extra page in the end where we thank
the participant and share uninstall instructions for the add-on.
Comments in Red or Blue are technical instructions.
LEOTRACE: Waypoint Prefix+DiaStart+WeekNumber
Q0
Hidden question WEEK4
PROG: Dummy question. Based on the date when the survey is

answered, create two variables: Week number and Date for insert as
written in the table below. Date for insert is used in the following
questions whenever it says [insert date]
310
Date when survey is Week

answered
Date for insert
25 jan 31 jan
19 January 25 January
1 feb 7 feb
26 January 1 February
8 feb 14 feb
2 February 8 February
15 feb 21 feb
22 feb 28 feb
1 mar 7 mar
23 February 1 March
8 mar 14 mar
2 March 8 March
15 mar 21 mar
9 March 15 March
Q1. Hello!
This survey is part of the GfK Internet Monitor you are currently
participating in. May we ask you a couple of questions about
products you might have bought the last week [insert date]?
By completing this survey, your reward will increase with 3.
Thank you for participating!
DP: If Q1=2, STOP INTERVIEW, SUC = 2
1. Yes, I would like to take
2. No, I will take part later
311
part now
Q2. Did you buy or order any of the following products in the past
week? Please also indicate if you bought/ordered online or offline.
DP: first two columns are checkboxes; last column is single choice per row.
Randomize per row. For option 12. Online reservations of offline leisure exclude
Yes and I bought offline as an answer option.
Product Categories
13. Books (print or on a tangible medium, e.g.
physical CD, DVD, or Blu-ray)
14. Electronics & computer hardware
15. Electrical household appliances
16. Computer games and software (on a
tangible medium, e.g. physical CD, DVD, or
Blu-ray)
17. Music & film (on a tangible medium, e.g.
physical CD, DVD, or Blu-ray)
18. Clothing, shoes and accessories
19. Cosmetics and healthcare products
20. Toys and childcare articles
21. Sports and outdoor equipment (not
clothing)
22. Non-electrical household goods & interior
design
23. Travel services (hotels, transport)
24. Online reservations of offline leisure (event
tickets, restaurants)
312
Yes, and
I bought
offline
Yes, and
I bought
online
No
Q3. Did you pay for one of the following online services in the past
week?
DP: first two columns are checkboxes; last column is single choice per row.
DP: Randomize per row.
Online Services
Yes, via a Yes, via

regular
one-off
subscription payment
a No
1. Communication services (web-based

email (Hotmail, Gmail, etc.),
texting/telephoning over the
Internet (e.g. WhatsApp, Viber),
making video calls via a webcam
over the Internet (e.g. Skype) etc.)
2. Participation in social Networks
(Facebook, Twitter, Instagram,
LinkedIn, dating sites, etc.)
3. Storage and transfer of files (e.g.
Dropbox, iCloud)
4. Web-based software applications
(e.g. Google Docs, Office 365)
Q4. Did you access the following digital content via the Internet in
the
past
week?
This content can be downloaded (song on iTunes) or streamed
(Netflix, Spotify )
DP: first three columns are checkboxes; last column is single choice per row.
DP: Randomize per row.
Digital Content
1. E-books
2. Music
3. Films and TV
series
4. Games
(including ingame purchases)
5. Live events (e.g.
sports, concerts
etc.)
6. Other video
content (e.g.
educational,
entertainment
etc.)
313
Yes, via a paid

account or license
(fixed amount per
week/month/year)
Yes, via a
pay-peruse
method
(pay
per
download,
pay
per
view)
Yes, for No
free or
via
a
free
account
7. Online news
services
(newspapers,
magazines, blogs
etc.)
8. Software
(including apps)
[insert text before Q5] The following questions apply to your purchase of
[insert P/S/DC]. If you purchased [insert P/S/DC] multiple times the last
week, please answer for your most recent purchase.
[QUESTION BLOCK]
DP: Loop questions Q5 Q13 per bought product/service/digital content (later

denoted as P/S/DC). Maximum 2 loops per respondent. Randomize choice of
P/S/DC if bought more than two.
IMPORTANT: in Q5-Q18 [Insert P/S/DC] refers to specific choice from Q2-Q4.
Q5. Which website / Appstore / app did you use to buy or order [insert
P/S/DC]?
DP: Single choice. Insert textboxes after Please specify.
Filter: Ask option 2 Only if P/S/DC belongs to Q4 (digital content). Otherwise
filter out.
4. URL (e.g. www.amazon.de)
Please specify:
5. Appstore (e.g. iTunes, Google Play)
Please specify:
6. App (e.g booking.com app, Airbnb app
etc.)
Please specify:
Q6a. Where was the seller or service provider for your purchase based?
DP: Single choice.
1.
2.
3.
4.
In another EU country
Outside the EU
I do not know
Q6b. Where did you order this product to be delivered?

DP: Single choice. Ask only if Loop based P/S/DC that belongs to options 1-10
in Q2.
ASK ONLY IF CODE 1-10 IN Q2 AND CODE 2 IN Q6a (CROSS-BORDER PURCHASE
WITHIN EU OF TANGIBLE GOODS)
1.
2.
3.
4.
In the country of the seller
In another EU country (not my country, nor the sellers)
Outside the EU
Q6c. Did you consider purchasing your [insert product / service / digital
content] from another country?
314
DP: Single choice. Ask only if Q6a = 1

1. Yes
2. No
315
Q7. Why did you buy / order [insert P/S/DC] from a [nationality] provider, and
not cross border? Please pick the 5 most important reasons.
DP: Filter Ask only if Q6a=1
Multiple choice, maximum 5, randomize.
[nationality]=Polish or Belgian depending on place of residence.
[country]=Poland or Belgium
1. Im concerned it may be more difficult to solve any problems if something
goes wrong
2. I was redirected to a website or supplier in my home country
3. There is enough choice in [country]
4. There are extra delivery/custom charges when buying from a foreign seller
5. Delivery arrangements of foreign sellers might not be convenient for me
6. Foreign sellers refuse to sell to me because I live in [country]
7. I do not speak the language of foreign sellers
8. I prefer supporting the economy in [country] when possible
9. The type of payment method I use/have access to is not accepted by foreign
sellers
10. It is cheaper in [country]
11. I have concerns regarding misuse of my personal data
12. I am concerned that my payment card details may be stolen
13. The quality in [country] is better
14. Im concerned that the level of consumer protection in other countries may be
lower than in [country]
15. The terms and conditions from foreign sellers are not clear and fair
16. I may not be able to access the service or the product may be incompatible to
use in [country]
17. I have too little information regarding offers from foreign sellers
Q8. How much money did you spend on the purchase of [insert
product/service/digital content] in total, taking into account delivery costs and
import taxes (if applicable)?
BDP: Insert text box for amount including the text indicated below.
Insert drop down menu for currency type.
Insert amount here and indicate the correct currency
5. EUR
6. PLN
7. GBP
8. USD
Q9. How much time did you spend shopping for [insert product/service/digital
content], from initial research to the final purchase?
DP: Insert number boxes. Limit box 1 range from 0 to 999, limit box 2 range
from 0 to 60.
316
Q10. Can you identify up to five steps you took to RESEARCH this online
purchase? Please rank them in time (which step you took first, second, and
third).
DP: Multiple responses, maximum 5.
Filter out options 1, 2, 7, 11, 12 if P/S/DC belongs to Q3 (online services).
Ask option 8 ONLY if P/S/DC is option 11 or 12 from Q2 (Travel services or
online reservation of offline leisure)
Ask option 9 ONLY if P/S/DC belongs to Q4 (digital content).
Ask option 13 ONLY if P/S/DC belongs to Q3 (online services)
Ranking question: after selection is made, allow respondent to rank their
choices (if 2-5 answers selected).
1. Visited shops in person
2. Browsed the website of a store that I had visited in
person
3. Read, heard or viewed reports/ads in print/radio/TV
4. Read online reviews in portals or independent advice
websites (for example run by a consumer organisation
or governmental body)
5. Searched using a general search engine (for example
Google, Bing, Yahoo)
6. Searched using a price comparison website
7. Visited online market places (for example Amazon
marketplace, eBay, [COUNTRY SPECIFIC])
8. Visited online service intermediaries (e.g. Expedia,
booking.com, Ticketmaster etc.)
9. Visited iTunes, Google Play or equivalent stores and
portals for games, films, music etc.
10. Visited social networking sites (for example Facebook,
Twitter, Instagram)
11. Visited manufacturer/brand websites
12. Visited seller websites
13. Visited service provider websites
14. Contacted online or phone customer service
15. Discussed with family, friends, colleagues
Q11. Why did you choose [insert answer from Q5] to buy [insert P/S/DC]?
Please provide up to 5 reasons.
DP: Multiple responses, maximum 5.
Filters
Ask options 2, 9, 11, only if Q6a=2-4 (cross border or dont know)
Ask option 16 only if Q6a=2-3 (cross border)
Ask options 8, 9, 10, and 13 only if P/S/DC belongs to Q2 (answer choices 110)
If P/S/DC=11-12 in Q2 (Travel services or online reservations of offline
leasure) do not show options 8, 9, 10, and 13.
1. It was the only site that offered the product I
wanted
317
2. The product was not offered in my country

3. The price was lowest
4. The website//appstore/app was clearly
designed and easy to use
5. Product information was clear and complete
6. The site included product reviews from other
customers
7. I purchased from the site before
8. Delivery options were convenient (e.g. time,
place)
9. Delivery in my country was possible
10. Delivery costs were low
11. I understand the language of the foreign
website
12. It offered my preferred payment method
13. It was a seller to whom it is easy to return
products and get reimbursed
14. The site provided a phone number / contact
details of the seller
15. There was a trust mark on the website
16. I trust the foreign country where Im buying
from
17. It was from a seller that guarantees good
after-sales service
18. The site had a good reputation
19. Information on consumer rights (besides
contractual terms) was clear and complete
20. Contractual terms were clear and fair
21. Other
Q12. If you chose to buy [insert P/S/DC] from a foreign website, how important
in your purchase decision was each of the following parameters:
DP: ask Q12 only if P/S/DC belongs to Q2 (options 1-10) AND Q6a=2;
Randomize
(1=Very Important,
2=Somewhat Important, 3=Neutral, 4=Not Very Important, 5=Not
at All Important)
For each
1.
2.
3.
4.
5.
6.
7.
8.
answer insert
a 5 point
Language
After-sales service
Price
Delivery time
Delivery price
Return policy and perceived ease of
returning
9. Clear and fair terms and conditions
318
rating scale
Q13. Which of the following problems, if any, did you experience when
purchasing [insert P/S/DC]?
DP: Multiple responses. Randomize.
Filters:
Ask option 7 and 13 Only if P/S/DC belongs to Q3 or Q4.
Ask option 11 Only if Q6a=2-4.
1. I could not return a product I didn't like and get reimbursed
2. The seller did not replace or repair a faulty product
3. I was not able to access the seller's website in another country because I was
automatically redirected to the national website of my own country
4. Long delivery time
5. Wrong product delivered
6. Non-delivery
7. I could not access the service
8. My payment card details were stolen
9. My means of payment was refused by the seller
10. Delivery costs or final price was higher than displayed on website
11. A foreign seller charged a higher price to me than to consumers in the country of
the seller
12. My personal data was misused
13. I could not get my data back when closing my account
14. Product delivered did not work
15. Product was of lower quality than advertised
16. Customer service was poor
17. The terms and conditions were not respected by the seller/provider
18. Other problems
19. Didnt experience any problem
Add Section title: Unsuccessful Purchase

Q14. During the past week [(insert date)], did you have any unsuccessful
attempts to make an online purchase?
DP: Ask ALL. Single response.
1. Yes
2. No
[Question Block]
DP: Ask Q15 Q18 only if Q14=1
Q15. What product(s) or service(s) did you attempt to buy?
DP: Insert 5 text boxes, first one is forced response, the rest are not.
Text box 1
Text box 2
319
Text box 3
Text box 4
Text box 5
DP: Loop Q16-18 for answers in Q15 (referred to as P/S/DC2 below). Maximum
2 loops. If more than 2 answers select 2 answers at random.
Q16. Where was the seller or service provider located for [insert P/S/DC2]?
Single response for each loop.
1.
2.
3.
4.
In another EU country
Outside the EU
I don't know
Q17. What was/were the main reason(s) for not completing the purchase of
[insert P/S/DC2]?
DP: Multiple responses. Randomize.
Filter: Ask options 5, 6, 7 and 10 Only if Q16=2-4 (cross border or dont know)
Insert text box if option 16 is selected.
1. Long proposed delivery time
2. The proposed delivery arrangements were not convenient for
me
3. The proposed delivery costs were too high
4. The suggested return shipping costs were too high
5. I was concerned that the product might be incompatible to
use in [country]
6. The foreign seller refused to sell to me because I live in
[country]
7. I was not able to access the sellers website in another
country because I was redirected to the national website of
my own country
8. My means of payment was refused
9. I had concerns regarding the misuse of my personal/payment
details
10. The foreign seller charged a higher price to me than to
consumers in the country of the seller
11. I didnt understand the terms and conditions
12. I didnt trust the terms and conditions that I had to agree with
13. I didnt know what my consumer rights were
14. I was not sure that I would be treated fairly in case of
problems
15. I was not sure I would be able to get my data back when
closing my account
16. I could not access the foreign seller's website or only limited
17. Other problem: [please specify]
Q18. At what stage of your attempted cross-border purchase did you realise
that you could not buy the good/service/digital content because:
320
DP: Ask option 1 Only if Q17=6; Ask option 2 Only if Q17=7; Single choice per
option.
Automatically
when visiting
the
foreign
sellers
website
After
choosing
the
delivery
address
After
entering
my
payment
card
details
1. The foreign seller refused to sell

to you because you live in
[country]
2. You were redirected to the
sellers website in [country],
despite trying to access the
sellers
website
in
another
country.
End-page
Thank you for filling in the diary. Your reward has been increased with 3.
Press Forward to claim your reward.
Waypoint Prefix+DiaComplete+WeekNumber
SUC = 1
End-page last diary (date to be confirmed)
Thank you for filling in the last diary, the GfK Internet Monitor has ended.
You may remove the GfK Internet Monitor from your computer. You will
soon receive an e-mail with detailed uninstall instructions and more
information.
You can now close this window.
Best regards,
The GfK Internet Monitor team
Waypoint Prefix+DiaComplete+WeekNumber
SUC = 1
321
11 Annex II - Weighting
Since the survey target was the general EU population that uses the internet, the CAWI
(define) methodology was the most efficient manner in which to carry out the survey,
especially for those countries where the socio-demographic make-up of the total
population differs from that of the online population. For example, in Eastern European
countries, the online population is, on average, younger than the total population, due to
lower internet penetration amongst older people or those living in rural areas.
Age and gender were used as the two weighting criteria. Other potential weighting
variables, such as region or level of education, were not included in the weighting
process. Table 1 provides a summary of the age and gender weighting targets per
country and then the achieved counts per country according to age and gender. The
achieved interviews were fairly close to the sample target in most countries in terms of
gender. Post-fieldwork, data was weighted by age and gender in order to correct for
differences between target and achieved figures.
The second stage of weighting was to produce an overall weighting figure for the total
EU28 results, and so EU Member States with a larger online population were given a
larger weight at overall level. The weighting targets were based on country population
aged 18+, multiplied by the incidence rate of those who had used the internet in the past
year per country (based on data from Eurostat98). Therefore, a country with a high
population and a high incidence rate will have a larger share of the EU28 total than a
smaller country or a similarly sized country that has a lower internet incidence rate. The
following table summarises this by providing the online population, unweighted sample
size and weighted sample size per country.
98
http://ec.europa.eu/eurostat/data/database - Individuals internet use [isoc_ci_ifp_iu]
322
Table II.1 Targets & Achieved, by age group and gender
Male
Female
18 - 34
35-54
55+
Target
Achieved
Target
Achieved
Target
Achieved
Target
Achieved
Target
Achieved
AT
52%
51%
48%
49%
35%
39%
44%
43%
20%
18%
BE
51%
50%
49%
50%
34%
25%
42%
43%
24%
32%
BG
51%
52%
49%
48%
40%
43%
45%
47%
15%
11%
CY
49%
51%
51%
49%
50%
56%
40%
35%
11%
9%
CZ
51%
53%
49%
47%
35%
43%
43%
40%
22%
17%
DE
51%
50%
49%
50%
31%
35%
43%
42%
25%
23%
DK
50%
50%
50%
50%
30%
34%
40%
38%
30%
28%
EE
48%
31%
52%
69%
37%
41%
41%
40%
22%
19%
EL
51%
64%
49%
36%
41%
41%
45%
50%
13%
8%
ES
51%
51%
49%
49%
35%
41%
49%
46%
16%
13%
FI
51%
50%
49%
50%
32%
35%
38%
37%
30%
28%
FR
50%
49%
50%
51%
34%
37%
42%
40%
24%
23%
HR
51%
54%
49%
46%
41%
45%
42%
41%
17%
14%
HU
49%
50%
51%
50%
36%
39%
43%
41%
21%
20%
IE
49%
49%
51%
51%
39%
44%
45%
41%
16%
14%
IT
52%
53%
48%
47%
35%
39%
48%
45%
18%
16%
LT
47%
34%
53%
66%
41%
31%
43%
54%
16%
15%
LU
51%
52%
49%
48%
33%
38%
43%
40%
23%
22%
LV
47%
43%
53%
57%
39%
29%
41%
56%
20%
15%
MT
52%
43%
48%
57%
42%
46%
37%
36%
21%
18%
NL
51%
50%
49%
50%
30%
33%
40%
40%
29%
27%
PL
49%
42%
51%
58%
45%
63%
39%
30%
16%
7%
PT
51%
51%
49%
49%
39%
45%
46%
42%
15%
13%
RO
52%
57%
48%
43%
43%
53%
44%
36%
13%
11%
SE
51%
51%
49%
49%
33%
33%
38%
39%
29%
28%
SI
50%
42%
50%
58%
38%
48%
44%
41%
17%
12%
SK
49%
51%
51%
49%
40%
39%
42%
40%
19%
21%
UK
50%
49%
50%
51%
34%
38%
40%
38%
26%
23%
IS
51%
51%
49%
49%
36%
33%
38%
45%
26%
21%
NO
52%
48%
48%
52%
33%
37%
40%
36%
27%
26%
323
Table II.2 Weighting data by online population
324
Weighted
interviews
Internet
Unweighted (by country
population interviews
size)
Population
Internet
use %
EU28
366.576.662
292.458.154
22848
22848
AT
6.321.691
82%
5.212.627
1002
407
BE
7.927.675
86%
6.817.678
1024
533
BU
5.456.950
59%
3.245.752
1000
254
CY
637.670
70%
449.251
252
35
CZ
7.946.630
81%
6.436.182
1000
503
DE
59.467.175
88%
52.328.229
1007
4088
DK
4.034.756
96%
3.893.513
1000
304
EE
955.737
86%
816.946
501
64
EL
7.833.504
65%
5.048.630
1005
394
ES
33.860.356
77%
26.240.685
1000
2050
FI
3.910.194
93%
3.636.526
1000
284
FR
45.224.159
86%
38.652.608
1001
3020
HR
3.103.728
70%
2.170.899
506
170
HU
7.401.200
78%
5.732.209
1002
448
IE
3.170.332
82%
2.584.337
500
202
IT
44.101.641
64%
28.199.486
1001
2203
LT
2.144.448
73%
1.565.447
503
122
LU
401.041
95%
381.045
252
30
LV
1.476.956
77%
1.137.256
500
89
MT
319.076
74%
236.193
250
18
NL
12.142.170
94%
11.413.775
1000
892
PL
28.458.317
69%
19.775.943
1023
1545
PT
7.560.487
67%
5.052.995
1000
395
RO
14.672.279
59%
8.579.301
1000
670
SE
6.872.365
93%
6.426.789
1007
502
SI
1.533.118
74%
1.126.729
510
88
SK
4.111.272
83%
3.412.356
1002
267
UK
45.531.735
92%
41.884.769
1000
3272
12 Annex III Respondent Profile

In terms of socio-demographic information collected, the spread of interviews according
to age and gender is already described in Annex II (both weighted and unweighted data).
Other important socio-demographic information collected was the level of urbanisation,
the perceived financial situation (ease of making ends meet), the frequency of foreign
travel, the level of education, foreign language skills and the level of online activity.
12.1 Level of urbanisation

One third of the surveyed sample (32%) indicated that they live in a metropolitan zone,
while 27% mentioned living in a rural zone, with the remainder (41%) living in another
urban area.
Higher educated respondents (39%) and those who travel to other countries more
frequently (41%) were more likely to live in metropolitan areas compared to other
groups of respondents, while those aged 55+ (34%) and respondents with a lower than
secondary education (37%) were more likely to live in rural areas.
Table III.1 Urbanisation level by socio-demographic category
Metropolitan
zone
Other town /
urban centre
Rural zone
EU28
32%
41%
27%
EU15
31%
41%
28%
EU13
38%
40%
22%
Male
35%
39%
26%
Female
30%
42%
28%
18-24
36%
42%
22%
25-34
37%
40%
22%
34-44
33%
41%
26%
45-54
29%
42%
29%
55+
27%
39%
34%
Primary/Partial Secondary
21%
42%
37%
Completed Secondary
31%
41%
28%
(Post)Graduate
39%
40%
21%
Very difficult (to make ends meet)
29%
42%
29%
Fairly difficult
32%
42%
27%
Fairly easy
34%
41%
26%
Very easy
34%
39%
28%
Daily - At least a few times a year
41%
36%
23%
34%
43%
24%
Less than once a year / Never
28%
42%
31%
Source: Core Survey Q34b. Would you say you live in a: ? (EU28 N=22,848)
325
12.2 Financial situation

When considering respondents subjective financial situation, this seems to be spread
quite evenly, with almost half (48%) judging their situation as difficult and the other half
(46%) being more positive. 10% of respondents find it very difficult to make ends meet
every month, while another 38% find it fairly difficult. Equivalent proportions find it
very easy (9%) and fairly easy (37%) to make ends meet.
Figure III.1 Perceived financial situation (ability to make ends meet every month)
10%
Very difficult
38%
Fairly difficult
37%
Fairly easy
9%
Very easy
Don't know
5%
Source: Core Survey Q35. Thinking about your household's financial situation, would you say that making ends
meet every month is: (EU28 N=22,848)
Respondents with the highest education level (55%) or who travel frequently abroad
(59%) are more likely to find it easy to make ends meet. Respondents with a lower than
secondary education level (15%) are more likely to say it is very difficult for them to
make ends meet (vs 10% EU average). Respondents who travel less than once a year or
never are also more likely to find it difficult to make ends meet (59%).
326
Figure III.2 Perceived financial situation (ability to make ends meet every month) by
socio-demographic category
Difficult
Easy
EU28
EU15
EU13
49%
48%
50%
46%
47%
43%
Male
Female
46%
52%
50%
43%
18-24
25-34
35-44
45-54
55+
47%
49%
51%
53%
45%
48%
46%
45%
42%
52%
Primary / Partial Secondary

Completed Secondary
(Post)Graduate
54%
56%
41%
42%
39%
55%
Metropolitan zone
Rural zone
47%
49%
49%
48%
46%
45%

38%
40%
59%
59%
56%
35%
Source: Core Survey Q35. Thinking about your household's financial situation, would you say that making ends
meet every month is: (EU28 N=22,848)
12.3 Frequency of travelling abroad

When it comes to the frequency of travel to another country, only a minority of online
respondents mentioned travelling frequently to other countries. In total, 20% of
respondents said that they never travel to other countries and 27% reported that they do
so less than once a year. Another third (33%) of respondents reported travelling to other
countries at least once a year but less often than every 3 months. Finally, 20% reported
travelling frequently to other countries: 2% on a daily basis, 2% once a week, 4% once a
month and 12% once every 3 months.
327
Figure III.3 Frequency of travel to another country
Daily
At least once every three

months
2%
2%
4%
12%
33%
27%
Never
20%
Source: Core Survey Q34c. How often do you travel to other countries, either for work or for leisure? (EU28
N=22,848)
Respondents living in metropolitan areas (26%), higher educated respondents (27%)

and respondents who say they can very easily make ends meet (33%) were more likely
to say that they travel to another country at least a few times a year.
Respondents with a lower than secondary education level (57%), who find it very difficult
to make ends meet (66%) or who live in a rural zone (54%) were more likely to say they
travel less than once a year or never. Respondents who find it very easy to make ends
meet (29%) were less likely to mention this.
328
Table III.2 Frequency of travel to another country by socio-demographic category
Daily / At
least a
few times
a year
At least
once a
year
Less than
once a
year /
Never
EU28
20%
33%
47%
EU15
21%
34%
46%
EU13
16%
32%
52%
Male
24%
33%
43%
Female
16%
33%
51%
18-24
22%
33%
45%
25-34
24%
31%
45%
35-44
21%
32%
47%
45-54
16%
35%
49%
55+
17%
36%
48%
Primary/Partial Secondary
13%
29%
57%
Completed Secondary
17%
31%
53%
(Post)Graduate
27%
37%
36%
Very difficult (to make ends meet)
16%
19%
66%
Fairly difficult
16%
29%
55%
Fairly easy
24%
40%
36%
Very easy
33%
38%
29%
Metropolitan zone
26%
35%
40%
18%
35%
48%
Rural zone
17%
29%
54%
Source: Core Survey Q34c. How often do you travel to other countries, either for work or for leisure? (EU28
N=22,848
12.4 Level of education

In terms of level of education, the Table III.below summarises the level of education of
the survey sample, according to key socio-demographic criteria. The most common
education levels for respondents were graduation from high school (31%) and graduation
from college or university (28%). The latter category of respondents, as one might
expect, is clearly more populated by those who find it very easy to make ends meet
(32% vs 20% amongst those who find it very difficult).
329
Table III.3 Level of education, by socio-demographic category
Elementary
school or
less
Some
high
school
Graduati
on from
high
school
Graduation
from
college,
university
Postgrad.
degree
Still
studying
full-time
Other
qualifica
tion
Refusal
EU28
5%
16%
31%
28%
13%
4%
3%
2%
EU15
5%
18%
30%
28%
11%
3%
2%
1%
EU13
2%
7%
33%
25%
21%
5%
5%
2%
Male
5%
15%
30%
28%
13%
3%
3%
2%
Female
4%
17%
31%
28%
13%
4%
2%
2%
18-24
4%
12%
30%
19%
6%
25%
2%
3%
25-34
3%
13%
27%
32%
19%
2%
3%
2%
35-44
4%
14%
33%
29%
16%
1%
3%
1%
45-54
5%
20%
34%
26%
10%
0%
3%
1%
55+
8%
21%
29%
27%
11%
0%
3%
1%
Very difficult
(to
make
ends meet)
Fairly difficult
9%
21%
36%
20%
6%
3%
3%
2%
4%
17%
35%
26%
10%
3%
2%
1%
Fairly easy
4%
15%
27%
31%
17%
4%
3%
1%
Very easy
4%
14%
23%
32%
20%
3%
3%
1%
Metropolitan
zone
3%
11%
29%
31%
19%
4%
2%
2%
Other town /
urban centre
4%
17%
31%
28%
12%
4%
3%
1%
Rural zone
7%
21%
32%
24%
8%
3%
4%
2%
Daily
At
least a few
times a year
4%
10%
25%
32%
23%
3%
2%
1%
At least once
a year
4%
15%
28%
32%
14%
4%
2%
1%
Less
than
once a year /
Never
6%
20%
34%
23%
8%
4%
3%
2%
Source: Core Survey Q33. At what stage did you complete your full-time studies? (EU28 N=22,848)
330
12.5 Foreign language skills

When it comes to the languages that can be used comfortably online for personal
interests like shopping or searching the web, 64% of respondents (including native
speakers) said they can use English comfortably. These proportions were 22% for French
and 25% for German respectively. Some 11% of respondents mentioned making use of
another language they know whereas an equal proportion of respondents (11%) reported
that they can use automatic translation when needed for their personal interests.
Considering the five first language categories native language, English, French,
German, other language the survey data was analysed in order to measure language
skills of the surveyed respondent population. Of these five language categories, 46% of
respondents could only speak one language, 37% could speak two, 13% could speak
three and 3% could speak four or all five languages.
The following tables provide results according to socio-demographics and country. The
main findings are as follows:
Compared to its total level of 64%, knowledge of English for online activities was
more widespread among 18-24 year-olds (81%), higher educated people (76%),
people who can very easily make ends meet (74%) and people who travel
frequently (74%). Aside from countries where English is an official language (the
UK, Ireland and Malta) respondents in Cyprus (94%), Greece (91%) and Iceland
(90%) were more likely than average to be able to use English comfortably for
their personal interests. Respondents in France (39%), Spain (47%) and Slovakia
(49%) were the least likely to say they can use English comfortably for their
online activities.
Respondents with lower than secondary education (16%) and respondents from
the EU13 (7%) were less likely to say they can use French for their activities
online. Aside from countries where French is an official language (France,
Luxembourg and Belgium), respondents in Portugal (31%) and Romania (22%)
were most likely to say they can use French for personal interests. Respondents in
Estonia (1%), Hungary, Slovenia, Slovakia, and Norway (all 2%) were least likely
to say they can use French.
Respondents with a lower level of education (51%), those living in a rural zone
(31%) or who find it very easy to make ends meet (42%) were more likely to
mention German. Respondents from the EU13 (13%) or who find it very difficult
to make ends meet (19%) were less likely to say they can comfortably use
German when shopping or searching the web online. Aside from countries where
German is an official language (Germany, Austria and Luxembourg), respondents
331
in Slovenia (30%), Denmark (27%) and Croatia (25%) were most likely to say
they are able to use German. Respondents in Cyprus, Spain and Portugal (all 2%)
were the least likely to mention doing so for their online activities.
Respondents in Latvia and Lithuania (both 53%) were the most likely to mention
being able to use another language aside from their native language, English,
French or German. This is most likely to reflect the prevalence of Russianspeakers in these two countries. In contrast, respondents in the Netherlands
(4%), Hungary and the UK (both 6%) were the least likely to mention making use
of another language.
Respondents in the EU13 (21%) were more willing to use automatic translation
for
their
personal
interests
when
compared
to
those
from
EU15
(8%).
Respondents in Bulgaria (40%), Croatia (36%), the Czech Republic (30%),

Slovakia (28%) and Lithuania (26%) were the most likely to mention doing so.
Respondents in Luxembourg, Norway and the Netherlands (all 4%) were the least
likely to mention this.
332
Table III.4 Ability to use languages comfortably for personal interests, by sociodemographics
Any
Native
language
language
Other
by using
(if not
language
English
French
German
automatic
English,
I know
translation
French or
specify
(e.g.
German)
Google
translate)
EU28
49%
64%
22%
25%
11%
11%
EU15
38%
64%
25%
28%
10%
8%
EU13
95%
65%
7%
13%
15%
21%
Male
49%
66%
21%
26%
10%
11%
Female
49%
62%
23%
24%
12%
10%
18-24
51%
81%
20%
21%
12%
11%
25-34
52%
70%
21%
24%
11%
10%
35-44
53%
63%
21%
23%
10%
11%
45-54
47%
58%
22%
28%
11%
11%
55+
43%
55%
25%
28%
10%
12%
Primary/Partial
Secondary
Completed Secondary
24%
45%
16%
51%
5%
9%
61%
60%
19%
18%
10%
12%
(Post)Graduate
52%
76%
27%
19%
14%
10%
Very difficult (to make

ends meet)
53%
53%
22%
19%
11%
11%
Fairly difficult
54%
61%
24%
20%
11%
11%
Fairly easy
46%
68%
21%
29%
10%
10%
Very easy
35%
74%
19%
42%
11%
9%
Metropolitan zone
57%
67%
24%
21%
12%
11%
48%
66%
19%
24%
11%
11%
Rural zone
41%
57%
24%
31%
9%
9%
Daily - At least a few

times a year
45%
74%
29%
29%
14%
10%
48%
70%
21%
27%
13%
11%
Less than once a year /

Never
52%
55%
19%
22%
8%
11%
Other town
centre
urban
Source: Core Survey Q5. Which languages can you use comfortably for personal interests such as shopping,
searching the web or other uses? (EU28 N=22,848)
333
Table III.5 Ability to use languages comfortably for personal interests, by country
Any
Native
language
language
Other
by using
(if not
language
English
French
German
automatic
English,
I know
translation
French or
specify
(e.g.
German)
Google
translate)
EU28
49%
64%
22%
25%
11%
11%
AT
70%
8%
94%
10%
12%
BE
57%
59%
58%
10%
11%
8%
BG
96%
75%
6%
9%
30%
40%
CY
97%
94%
6%
2%
13%
6%
CZ
95%
59%
4%
20%
15%
30%
DE
55%
7%
94%
8%
8%
DK
97%
80%
4%
27%
9%
8%
EE
97%
70%
1%
7%
30%
16%
EL
97%
91%
11%
8%
11%
16%
ES
97%
47%
13%
2%
14%
13%
FI
97%
78%
4%
15%
23%
12%
FR
39%
93%
6%
10%
5%
HR
97%
87%
4%
25%
15%
36%
HU
94%
58%
2%
13%
6%
10%
IE
99%
10%
4%
15%
9%
IT
96%
61%
18%
4%
9%
11%
LT
98%
72%
4%
10%
53%
26%
LU
58%
75%
94%
87%
24%
4%
LV
97%
72%
3%
20%
53%
20%
MT
61%
99%
8%
4%
36%
15%
NL
99%
58%
6%
23%
4%
4%
PL
95%
60%
4%
9%
8%
17%
PT
98%
82%
31%
2%
28%
19%
RO
94%
79%
22%
7%
16%
16%
SE
97%
82%
4%
13%
13%
8%
SI
95%
84%
2%
30%
27%
21%
SK
94%
49%
2%
20%
19%
28%
UK
98%
9%
4%
6%
6%
IS
94%
90%
3%
10%
30%
11%
NO
91%
72%
2%
8%
8%
4%
Source: Core Survey Q5. Which languages can you use comfortably for personal interests such as shopping,
searching the web or other uses? (EU28 N=22,848)
334
12.6 Level of internet usage

At overall EU28 level, respondents spent an average of 4.1 hours per day actively using
the internet for non-work related purposes, with 13% of respondents using it up to 2
hours per day, 41% between 2 to 4 hours and a futher 26% between 4 to 6 hours, while
20% or respondents use the internet more than 6 hours per day for non-work related
purposes.
Figure III.4 Daily internet usage for non-work related purposes
Up to 1 hour
3%
1-2 hours
11%
2-3 hours
22%
3-4 hours
19%
4-5 hours
14%
5-6 hours
12%
6-7 hours
6%
7-8 hours
2%
8-9 hours
5%
9 hours or more
7%
Source: Core Survey Q1. On average, how much time per day do you actively use the internet for non-work
related purposes? (EU28 N=22,848)
When comparing average internet use according to socio-demographics, it was found to

be
highest
among
18-24
year-olds
(5.4
hours),
the
quartile
of
respondents
purchasing/accessing the highest number of products online (5.4 hours), respondents

who find it very difficult to make ends meet (4.9 hours) and those travelling abroad most
regularly (4.7 hours). On the other hand, internet use was lowest among those aged 55+
(3.7 hours), 45-54 (3.8 hours), those who purchase/access the fewest number of
products online (3.5 hours) and respondents living in rural areas (3.9 hours). The
corresponding results by country are depicted in Table III.40.
335
Table III.6 Daily internet usage for non-work related purposes, by socio-demographics
Average number
of hours
EU28
4.3
EU15
4.2
EU13
4.5
Male
4.4
Female
4.2
18-24
5.4
25-34
4.7
35-44
4.2
45-54
3.8
55+
3.7
4.2
Completed Secondary
4.3
(Post-)Graduate
4.2
Very difficult
4.9
Fairly difficult
4.4
Fairly easy
4.0
Very easy
4.1
Bought tangible
services
goods
4,3
Paid for online services
4,8
Used online services
4,3
Paid for digital content

Used or accessed digital
content
4,7
Very low users
3,5
Low users
3,8
High users
4,3
Very high users
5,4
Metropolitan zone
4.5
4.3
Rural zone
3.9
Daily - At least a few times

a year
4.7
4,3
4.1
4.2
Never
Source: Core survey Q1: On average, how much time per day do you actively use the internet for non-work
related purposes? This can include browsing online, shopping, sending emails, using social media, online
gaming etc. (EU28 N=22848)
336
13 Annex IV - Data cleaning

The questions on spending were initially asked without setting an upper limit, since
setting different limits on total and cross-border spending would be too arbitrary. Due to
the lack of an upper limit, however, a few excessively high answers from some
respondents were observed in the raw data, which had a strong, disproportionate effect
on the spending means computed to be used in further analyses. To tackle this issue, a
mean trimming approach was adopted, where exactly 2% of values on the upper side of
the distribution for each spending question were set to missing. These values were
excluded from all analyses of online spending reported in the current report.
Given the structure of the data, the trimming approach was perceived to be superior
when compared to two alternative approaches: 1) using the median instead of the mean
and 2) setting an arbitrary upper limit for each spending question based on box plot
analyses of outliers. Using the median would require making the assumption that the
observed
distributions
are
normal
in
the
population.
However,
considering
the
distribution of the frequency of online buying, this is unlikely to be the case.

Furthermore, compared to the mean, the median is a far less frequently used and less
familiar statistically, which would constrain the interpretability of the reported results.
Box plot analyses would require examining each distribution separately, followed by
arbitrarily setting an upper limit value for each one. In contrast, the 2% trimming was
applied homogeneously for all 8 questions asked on spending. Thus, data trimming was
deemed the right choice because it allowed for using a uniform cut-off or trimming on all
data.
337
14 Annex V - Tabulations
Table V.1 Daily internet usage for non-work related purposes, by socio-demographics
9
hours
8-9
or
hours more
Up to
1
hour
12
hours
2-3
hours
3-4
4-5
hours hours
5-6
hours
6-7
hours
7-8
hours
EU28
3%
11%
22%
19%
14%
12%
6%
2%
5%
7%
EU15
3%
12%
23%
19%
13%
11%
6%
2%
4%
7%
EU13
2%
8%
19%
19%
15%
14%
9%
2%
6%
7%
Male
2%
10%
22%
20%
14%
12%
7%
2%
5%
8%
Female
3%
12%
23%
18%
14%
12%
6%
2%
4%
6%
18-24
2%
5%
13%
17%
14%
18%
9%
3%
7%
13%
25-34
2%
9%
18%
19%
14%
14%
7%
2%
6%
9%
35-44
2%
11%
25%
18%
14%
11%
6%
2%
5%
7%
45-54
3%
14%
24%
19%
14%
11%
5%
2%
3%
5%
55+
3%
14%
28%
20%
13%
8%
6%
1%
3%
4%
3%
11%
23%
18%
13%
12%
6%
2%
4%
7%
Completed Secondary
2%
11%
21%
20%
14%
12%
8%
2%
5%
6%
(Post-)Graduate
2%
12%
24%
19%
14%
11%
5%
1%
4%
8%
Very difficult
3%
9%
18%
18%
12%
13%
7%
3%
8%
11%
Fairly difficult
2%
11%
21%
19%
15%
12%
7%
2%
5%
7%
Fairly easy
3%
12%
25%
20%
13%
11%
6%
2%
4%
6%
Very easy
3%
13%
24%
20%
14%
11%
5%
1%
3%
7%
2%
11%
22%
19%
14%
12%
6%
2%
5%
7%
1%
8%
19%
20%
15%
13%
7%
2%
6%
10%
2%
11%
22%
19%
14%
12%
7%
2%
5%
7%

content
1%
8%
20%
19%
14%
14%
7%
2%
6%
9%
2%
10%
22%
19%
14%
12%
6%
2%
5%
7%
Very Low users
6%
19%
27%
17%
11%
9%
4%
1%
2%
5%
Low Users
2%
13%
26%
21%
14%
10%
5%
1%
3%
4%
High Users
1%
8%
23%
20%
15%
12%
7%
2%
5%
7%
Very High Users
1%
4%
13%
18%
15%
17%
9%
3%
8%
12%
Metropolitan zone
2%
10%
20%
18%
14%
13%
7%
2%
6%
8%
2%
11%
22%
19%
14%
12%
6%
2%
4%
7%
Rural zone
3%
13%
25%
20%
13%
11%
6%
2%
3%
5%

a year
1%
10%
20%
18%
14%
13%
6%
2%
5%
10%
20%
13%
12%
6%
2%
4%
6%
18%
14%
11%
7%
2%
5%
7%
Bought tangible
services
goods
2%
12%
24%
3%
11%
22%
Never
Source: Core survey Q1: On average, how much time
related purposes? This can include browsing online,
338
per day do you actively use the internet for non-work

shopping, sending emails, using social media, online
Table V.2 Daily internet usage for non-work related purposes, by country
Up to
1 hour
1-2
hours
2-3
hours
34
hours
4-5
hours
5-6
hours
6-7
hours
7-8
hours
8-9
hours
9
hours
or
more
EU28
3%
11%
22%
19%
14%
12%
6%
2%
5%
7%
AT
4%
20%
27%
18%
11%
9%
4%
1%
3%
4%
BE
2%
22%
27%
21%
11%
8%
4%
1%
2%
2%
BG
1%
6%
16%
15%
15%
15%
10%
3%
9%
11%
CY
5%
17%
21%
16%
8%
9%
8%
1%
3%
10%
CZ
2%
7%
17%
15%
13%
17%
10%
2%
7%
10%
DE
3%
13%
25%
20%
12%
12%
4%
1%
5%
5%
DK
6%
19%
24%
15%
10%
10%
5%
2%
3%
7%
EE
6%
18%
24%
17%
11%
10%
5%
1%
4%
5%
EL
1%
6%
19%
17%
16%
16%
9%
2%
7%
8%
ES
4%
10%
20%
17%
15%
12%
7%
2%
6%
6%
FI
4%
16%
27%
16%
13%
9%
5%
2%
3%
6%
FR
2%
10%
20%
21%
13%
14%
6%
2%
3%
9%
HR
1%
14%
23%
17%
13%
12%
8%
1%
3%
7%
HU
1%
10%
21%
18%
17%
12%
8%
1%
4%
7%
IE
2%
11%
22%
18%
13%
15%
6%
1%
3%
8%
IT
2%
10%
22%
20%
15%
11%
7%
3%
4%
8%
LT
4%
14%
26%
19%
13%
8%
7%
1%
1%
6%
LU
7%
31%
26%
15%
10%
5%
3%
0%
2%
2%
LV
5%
17%
25%
23%
11%
10%
4%
2%
1%
2%
MT
5%
17%
24%
17%
14%
10%
5%
1%
2%
6%
NL
4%
20%
26%
17%
15%
7%
4%
1%
3%
3%
PL
1%
6%
20%
21%
16%
14%
9%
2%
6%
5%
PT
4%
11%
24%
17%
14%
10%
6%
2%
5%
7%
RO
2%
4%
14%
17%
19%
17%
9%
2%
7%
12%
SE
3%
12%
24%
17%
12%
13%
6%
1%
5%
7%
SI
1%
14%
23%
25%
12%
12%
6%
2%
3%
2%
SK
4%
13%
24%
19%
12%
12%
6%
1%
4%
6%
UK
1%
9%
23%
18%
14%
10%
7%
3%
5%
10%
IS
11%
23%
24%
13%
12%
8%
4%
2%
2%
1%
NO
3%
14%
23%
18%
12%
11%
6%
3%
4%
6%
Source: Core survey Q1: On average, how much time per day do you actively use the internet for non-work
related purposes? This can include browsing online, shopping, sending emails, using social media, online
339
Table V.3 Purchase of tangible goods and offline services in the past year: overview
Categories
% bought
something
76%
Travel services
68%
Electronics and computer hardware
67%
Books
64%
63%
61%
60%
Non-electrical household goods & interior design
56%
Music & film
55%
50%
46%
46%
Other
54%
Source Core Survey Q2a: Over the last 12 months, how many times on average have you used the Internet to
buy or order tangible goods and services (ordered online but used offline)? (EU28 N = 22848)
340
Table V.4 Frequency of purchase of tangible goods and offline services in the past year:
books, by socio-demographics
At least
once a
day
At least
once a
week
At least
once a
month
At least
once
every
three
months
At least
once in
the
last 12
months
Never
EU28
3%
6%
15%
18%
22%
36%
EU15
3%
6%
16%
18%
21%
36%
EU13
4%
5%
12%
18%
24%
37%
Male
3%
6%
15%
17%
21%
38%
Female
3%
6%
15%
20%
23%
34%
18-24
4%
8%
16%
18%
21%
32%
25-34
5%
9%
18%
19%
21%
29%
35-44
3%
6%
15%
20%
22%
33%
45-54
2%
5%
14%
18%
22%
40%
55+
1%
3%
12%
17%
22%
45%
3%
6%
12%
17%
20%
42%
Completed Secondary
2%
5%
14%
17%
22%
41%
(Post-)Graduate
3%
7%
18%
21%
22%
29%
Very difficult
6%
5%
11%
12%
19%
48%
Fairly difficult
3%
5%
13%
18%
22%
39%
Fairly easy
2%
7%
17%
21%
23%
31%
Very easy
5%
9%
22%
19%
20%
25%
Bought tangible goods / services
3%
6%
16%
19%
23%
33%
7%
13%
20%
18%
20%
23%
3%
6%
15%
19%
22%
34%
6%
11%
21%
21%
21%
21%
Used or accessed digital content
3%
6%
16%
19%
22%
34%
Very Low users
0%
2%
12%
19%
22%
46%
Low Users
0%
4%
14%
19%
25%
39%
High Users
1%
6%
14%
21%
23%
36%
Very High Users
9%
14%
20%
16%
17%
24%
Metropolitan zone
5%
7%
16%
19%
20%
34%
2%
6%
16%
19%
22%
35%
Rural zone
2%
4%
13%
17%
24%
40%
9%
14%
24%
17%
17%
20%
2%
5%
17%
21%
23%
32%

1%
3%
10%
17%
23%
46%
Source Core Survey Q2a.1: Over the last 12 months, how many times on average have you used the Internet
to buy or order tangible goods and services (ordered online but used offline)? (EU28 N = 22848)
341
books, by country
At least
once
every three
months
At least
once
in the last
12 months
Never
At least
once a day
At least
once a week
At least
once a
month
EU28
3%
6%
15%
18%
22%
36%
AT
1%
6%
13%
25%
24%
32%
BE
1%
2%
8%
18%
21%
50%
BG
2%
6%
11%
14%
24%
43%
CY
2%
4%
6%
6%
13%
71%
CZ
3%
4%
9%
15%
24%
45%
DE
2%
8%
19%
20%
22%
28%
DK
1%
1%
7%
18%
25%
48%
EE
1%
0%
3%
12%
31%
53%
EL
1%
3%
7%
14%
25%
50%
ES
5%
5%
13%
18%
17%
43%
FI
1%
1%
6%
11%
26%
54%
FR
3%
5%
15%
19%
21%
37%
HR
1%
3%
9%
15%
26%
47%
HU
2%
6%
13%
16%
23%
39%
IE
2%
3%
13%
20%
27%
35%
IT
4%
8%
18%
14%
22%
34%
LT
0%
2%
3%
12%
24%
59%
LU
2%
6%
20%
22%
23%
27%
LV
0%
1%
2%
5%
17%
75%
MT
1%
3%
13%
21%
27%
36%
NL
1%
2%
6%
14%
17%
60%
PL
4%
5%
15%
26%
27%
23%
PT
1%
3%
7%
11%
20%
59%
RO
5%
7%
11%
14%
20%
44%
SE
1%
3%
9%
16%
27%
45%
SI
2%
2%
8%
9%
21%
59%
SK
7%
11%
20%
17%
18%
27%
UK
3%
9%
21%
22%
21%
24%
IS
2%
3%
8%
21%
66%
NO
2%
3%
8%
15%
24%
48%
342
electronics & computer hardware, by socio-demographics
At least
once a
day
At least
once a
week
At least
once a
month
At least
once
every
three
months
EU28
3%
5%
11%
17%
31%
34%
EU15
3%
5%
11%
17%
30%
35%
EU13
4%
5%
11%
19%
34%
26%
Male
4%
6%
13%
21%
30%
26%
Female
2%
3%
8%
13%
32%
42%
18-24
5%
7%
16%
17%
27%
28%
25-34
6%
8%
14%
18%
29%
26%
35-44
3%
6%
12%
20%
29%
31%
45-54
2%
2%
9%
15%
35%
38%
1%
2%
5%
15%
33%
44%
4%
4%
9%
15%
30%
38%
Completed Secondary
2%
5%
10%
16%
31%
36%
(Post-)Graduate
3%
5%
12%
19%
31%
29%
Very difficult
6%
5%
8%
11%
25%
45%
Fairly difficult
3%
5%
10%
17%
31%
35%
Fairly easy
3%
5%
12%
19%
32%
30%
Very easy
5%
7%
13%
19%
33%
24%
Bought tangible goods

/ services
3%
5%
11%
18%
32%
30%
7%
11%
17%
19%
28%
19%
3%
5%
11%
18%
32%
31%

Used
or
accessed
digital content
6%
8%
16%
21%
30%
19%
3%
5%
11%
18%
32%
31%
Very Low users
0%
1%
6%
14%
29%
50%
Low Users
0%
3%
9%
17%
34%
37%
High Users
1%
4%
10%
18%
37%
31%
Very High Users
9%
11%
18%
20%
25%
16%
Metropolitan zone
Other town / urban
centre
5%
7%
11%
18%
30%
29%
3%
4%
12%
16%
31%
34%
Rural zone
2%
3%
9%
16%
32%
38%

times a year
9%
12%
19%
19%
22%
19%
55+
Primary
/
Secondary
Partial
At least
once
in the
last 12
months
Never

2%
4%
11%
19%
35%
29%
Never
1%
2%
7%
14%
32%
43%
343
electronics & computer hardware, by country
At least
once
every three
months
At least
once
in the last
12 months
Never
At least
once a day
At least
once a week
At least
once a
month
EU28
3%
5%
11%
17%
31%
34%
AT
2%
4%
9%
17%
33%
35%
BE
1%
2%
5%
12%
32%
48%
BG
3%
4%
9%
15%
30%
39%
CY
1%
2%
6%
14%
22%
55%
CZ
4%
3%
11%
18%
36%
27%
DE
3%
4%
11%
19%
34%
30%
DK
1%
1%
6%
16%
35%
42%
EE
0%
4%
8%
35%
54%
EL
2%
3%
11%
19%
34%
30%
ES
3%
7%
13%
18%
24%
36%
FI
1%
1%
6%
11%
38%
43%
FR
3%
4%
9%
16%
32%
36%
HR
1%
2%
10%
14%
31%
42%
HU
3%
6%
10%
15%
33%
33%
IE
1%
4%
9%
15%
37%
35%
IT
4%
7%
14%
16%
23%
36%
LT
1%
2%
3%
11%
31%
53%
LU
1%
6%
9%
18%
24%
41%
LV
0%
1%
4%
9%
40%
46%
MT
3%
5%
23%
29%
41%
NL
1%
2%
6%
12%
27%
52%
PL
4%
5%
11%
26%
41%
13%
PT
1%
2%
8%
13%
28%
48%
RO
6%
5%
10%
17%
28%
34%
SE
2%
2%
7%
14%
34%
41%
SI
2%
4%
12%
13%
33%
35%
SK
12%
13%
18%
16%
22%
19%
UK
4%
6%
13%
16%
30%
31%
IS
1%
2%
4%
13%
79%
NO
3%
4%
6%
13%
30%
44%
344
electrical household appliances, by socio-demographics
At least
once a
day
At least
once a
week
At least
once a
month
At least
once
every
three
months
EU28
3%
4%
8%
14%
33%
39%
EU15
3%
4%
8%
13%
32%
41%
EU13
4%
4%
9%
18%
35%
30%
Male
3%
5%
9%
15%
33%
35%
Female
2%
3%
6%
12%
33%
43%
18-24
4%
6%
10%
14%
23%
43%
25-34
4%
7%
11%
16%
30%
33%
35-44
3%
4%
9%
15%
33%
37%
45-54
2%
2%
6%
12%
36%
42%
1%
2%
4%
11%
38%
45%
3%
3%
7%
13%
33%
40%
Completed Secondary
2%
3%
7%
13%
32%
42%
(Post-)Graduate
3%
5%
9%
15%
34%
35%
Very difficult
6%
4%
6%
8%
26%
51%
Fairly difficult
2%
4%
7%
13%
33%
42%
Fairly easy
2%
4%
9%
16%
35%
34%
Very easy
4%
5%
11%
16%
34%
30%
3%
4%
8%
14%
34%
36%
6%
9%
12%
18%
31%
24%

Paid
for
digital
content
Used
or
accessed
digital content
3%
4%
8%
14%
33%
37%
5%
7%
12%
18%
33%
26%
3%
4%
8%
14%
34%
37%
Very Low users
0%
1%
5%
11%
32%
50%
Low Users
0%
3%
7%
12%
36%
42%
High Users
1%
3%
7%
14%
36%
41%
Very High Users
8%
9%
13%
18%
28%
25%
Metropolitan zone
Other town / urban
centre
4%
5%
8%
14%
31%
37%
2%
4%
9%
14%
32%
40%
Rural zone
2%
3%
6%
13%
36%
41%

times a year
8%
10%
15%
19%
27%
22%
55+
Primary
/
Secondary
Partial
Bought
tangible
goods / services
Paid
for
online
services
At least
once
in the last
12
months
Never

2%
3%
8%
15%
37%
35%
/ Never
1%
2%
5%
11%
32%
49%
345
electrical household appliances, by country
At least
once a day
At least
once
a week
At least
once a
month
At least
once
every three
months
At least
once
in the last
12 months
Never
EU28
3%
4%
8%
14%
33%
39%
AT
1%
3%
6%
11%
38%
41%
BE
1%
1%
5%
11%
32%
51%
BG
2%
2%
7%
15%
33%
41%
CY
2%
1%
3%
6%
15%
74%
CZ
4%
3%
7%
15%
43%
29%
DE
2%
3%
8%
17%
39%
31%
DK
1%
1%
3%
7%
29%
59%
EE
2%
4%
30%
64%
EL
1%
2%
6%
16%
38%
37%
ES
2%
5%
8%
11%
23%
52%
FI
1%
1%
3%
6%
31%
59%
FR
3%
4%
7%
10%
35%
42%
HR
1%
2%
4%
10%
29%
54%
HU
2%
4%
8%
12%
33%
41%
IE
1%
3%
7%
12%
28%
49%
IT
4%
5%
9%
11%
22%
49%
LT
0%
1%
3%
15%
32%
49%
LU
1%
3%
6%
13%
21%
56%
LV
0%
1%
3%
9%
34%
53%
MT
1%
0%
4%
11%
23%
62%
NL
1%
2%
5%
10%
28%
55%
PL
4%
4%
10%
25%
40%
17%
PT
1%
1%
3%
6%
20%
70%
RO
6%
6%
9%
16%
30%
34%
SE
2%
2%
4%
7%
30%
54%
SI
1%
1%
6%
12%
33%
47%
SK
11%
14%
20%
17%
24%
14%
UK
3%
6%
12%
16%
36%
27%
IS
1%
4%
13%
81%
NO
3%
3%
4%
9%
24%
57%
346
computer games & software, by socio-demographics
At least
once
a day
At least
Once
a week
At least
once
a month
At least
once
every
three
months
EU28
3%
6%
10%
12%
18%
50%
EU15
3%
6%
11%
12%
18%
51%
EU13
5%
5%
9%
12%
21%
48%
Male
4%
8%
12%
14%
18%
45%
Female
3%
4%
9%
11%
18%
56%
18-24
6%
11%
16%
14%
18%
36%
25-34
5%
10%
13%
15%
19%
38%
35-44
4%
6%
12%
14%
20%
45%
45-54
2%
3%
8%
11%
20%
57%
2%
2%
4%
7%
15%
70%
5%
5%
9%
11%
17%
54%
Completed Secondary
3%
5%
11%
12%
18%
51%
(Post-)Graduate
3%
7%
11%
13%
19%
48%
Very difficult
6%
5%
7%
7%
15%
59%
Fairly difficult
3%
5%
10%
13%
19%
51%
Fairly easy
3%
7%
12%
12%
19%
48%
Very easy
6%
8%
10%
14%
18%
44%
4%
6%
11%
13%
19%
48%
7%
14%
16%
15%
17%
32%

Paid
for
digital
content
Used
or
accessed
digital content
4%
6%
11%
13%
19%
48%
6%
11%
16%
17%
20%
31%
4%
6%
11%
13%
19%
48%
Very Low users
0%
2%
7%
9%
17%
65%
Low Users
1%
3%
8%
10%
20%
58%
High Users
1%
5%
10%
14%
20%
50%
10%
14%
17%
15%
17%
27%
Metropolitan zone
Other town / urban
centre
5%
8%
12%
12%
17%
46%
3%
6%
11%
13%
18%
49%
Rural zone
3%
3%
8%
12%
20%
55%

times a year
9%
14%
17%
14%
15%
31%
55+
Primary
/
Secondary
Partial
Bought
tangible
goods / services
Paid
for
online
services
Very High Users
At least
once
in the
last 12
months
Never

2%
5%
10%
14%
20%
48%
/ Never
2%
3%
7%
10%
19%
59%
347
computer games & software, by country
At least
once
a day
At least
once
a week
At least
once
a month
At least
once
every three
months
At least
once
in the last
12 months
Never
EU28
3%
6%
10%
12%
18%
50%
AT
2%
3%
7%
11%
21%
56%
BE
1%
2%
5%
9%
21%
63%
BG
3%
5%
8%
10%
19%
56%
CY
2%
2%
4%
11%
13%
69%
CZ
5%
4%
8%
12%
24%
48%
DE
3%
6%
10%
13%
20%
48%
DK
2%
1%
7%
12%
18%
60%
EE
0%
1%
2%
4%
16%
76%
EL
2%
3%
7%
13%
22%
54%
ES
3%
7%
12%
13%
17%
48%
FI
1%
2%
6%
10%
20%
62%
FR
3%
5%
9%
12%
18%
54%
HR
0%
3%
7%
9%
19%
62%
HU
4%
6%
9%
10%
20%
50%
IE
2%
4%
10%
15%
25%
44%
IT
4%
8%
12%
10%
14%
52%
LT
1%
1%
1%
5%
10%
82%
LU
2%
4%
8%
13%
23%
49%
LV
1%
1%
2%
4%
10%
83%
MT
1%
3%
4%
10%
19%
64%
NL
1%
2%
6%
10%
15%
67%
PL
4%
6%
10%
17%
26%
38%
PT
1%
2%
6%
9%
14%
68%
RO
9%
6%
9%
10%
15%
51%
SE
1%
3%
9%
9%
21%
58%
SI
3%
3%
6%
9%
19%
60%
SK
14%
11%
13%
10%
20%
32%
UK
4%
9%
16%
15%
17%
40%
IS
2%
1%
5%
11%
81%
NO
2%
4%
7%
8%
19%
59%
348
music & film, by socio-demographics
At least
once a
day
At least
once a
week
At least
once a
month
At least
once
every
three
months
EU28
4%
7%
12%
14%
19%
45%
EU15
3%
6%
13%
14%
18%
45%
EU13
5%
7%
9%
12%
20%
47%
Male
4%
8%
14%
14%
17%
43%
Female
3%
5%
11%
13%
20%
47%
18-24
7%
10%
15%
13%
17%
38%
25-34
6%
10%
16%
14%
19%
36%
35-44
4%
6%
15%
15%
19%
41%
45-54
2%
5%
11%
15%
20%
48%
55+
1%
2%
7%
11%
19%
60%
4%
6%
10%
13%
18%
50%
Completed Secondary
3%
6%
12%
13%
19%
48%
(Post-)Graduate
4%
8%
14%
15%
20%
40%
Very difficult
6%
6%
8%
8%
17%
55%
Fairly difficult
3%
6%
12%
13%
19%
48%
Fairly easy
3%
7%
14%
16%
19%
41%
Very easy
6%
9%
14%
15%
20%
36%
4%
7%
13%
14%
20%
43%
7%
14%
17%
17%
18%
28%
4%
7%
13%
14%
19%
43%
7%
11%
18%
18%
21%
26%
4%
7%
13%
14%
19%
43%
Very Low users
0%
2%
9%
13%
19%
58%
Low Users
0%
4%
10%
15%
21%
50%
High Users
1%
5%
13%
14%
20%
46%
11%
15%
18%
13%
16%
28%
Metropolitan zone
5%
9%
13%
13%
17%
43%
3%
6%
14%
14%
19%
44%
Rural zone
3%
4%
10%
13%
21%
50%
10%
15%
21%
14%
15%
27%
3%
6%
13%
17%
20%
41%
Very High Users

At least
once in
the last
12
months
Never

2%
4%
8%
12%
20%
56%
349
music & film, by country
At least
once every
three
months
At least
once in the
last 12
months
Never
At least
once a day
At least
once a week
At least
once a
month
EU28
4%
7%
12%
14%
19%
45%
AT
2%
4%
9%
16%
23%
45%
BE
1%
2%
7%
15%
19%
57%
BG
4%
7%
7%
9%
16%
58%
CY
2%
4%
6%
5%
7%
76%
CZ
4%
6%
8%
11%
22%
50%
DE
4%
6%
15%
16%
21%
38%
DK
2%
2%
7%
14%
21%
55%
EE
1%
1%
2%
6%
15%
76%
EL
3%
5%
8%
7%
17%
61%
ES
4%
7%
13%
12%
13%
50%
FI
1%
2%
7%
12%
24%
54%
FR
3%
6%
11%
13%
17%
51%
HR
1%
5%
7%
9%
17%
62%
HU
4%
7%
9%
11%
19%
51%
IE
2%
4%
11%
11%
28%
45%
IT
4%
7%
13%
12%
15%
49%
LT
2%
3%
4%
6%
7%
79%
LU
2%
8%
15%
14%
25%
38%
LV
1%
3%
2%
3%
12%
80%
MT
2%
3%
7%
7%
15%
67%
NL
1%
3%
6%
13%
18%
59%
PL
4%
6%
12%
15%
27%
37%
PT
1%
3%
6%
5%
13%
72%
RO
9%
8%
9%
8%
16%
50%
SE
1%
3%
9%
12%
22%
53%
SI
3%
5%
7%
10%
13%
62%
SK
16%
18%
14%
14%
16%
23%
UK
4%
11%
19%
18%
21%
27%
IS
2%
4%
4%
9%
81%
NO
3%
5%
8%
11%
21%
53%
350
clothing, shoes & accessories, by socio-demographics
At least
once a
day
At least
once a
week
At least
once a
month
At least
once
every
three
months
EU28
4%
8%
19%
24%
22%
24%
EU15
3%
8%
20%
24%
21%
24%
EU13
4%
7%
18%
25%
22%
23%
Male
4%
7%
16%
22%
22%
29%
Female
3%
8%
22%
26%
21%
19%
18-24
6%
11%
23%
23%
19%
18%
25-34
5%
12%
24%
25%
19%
15%
35-44
4%
7%
22%
26%
20%
20%
45-54
2%
5%
17%
26%
23%
27%
55+
1%
3%
11%
21%
26%
38%
4%
7%
18%
24%
22%
26%
Completed Secondary
3%
7%
18%
24%
22%
26%
(Post-)Graduate
4%
9%
21%
25%
21%
22%
Very difficult
6%
7%
14%
17%
23%
34%
Fairly difficult
3%
7%
18%
25%
23%
25%
Fairly easy
3%
8%
22%
25%
21%
21%
Very easy
5%
11%
24%
24%
17%
19%
4%
8%
20%
25%
23%
21%
8%
13%
25%
24%
17%
14%
4%
8%
20%
25%
22%
22%
6%
11%
25%
26%
18%
13%
4%
8%
20%
25%
22%
22%
Very Low users
0%
3%
13%
24%
25%
35%
Low Users
0%
6%
19%
26%
25%
25%
High Users
1%
7%
21%
26%
22%
23%
10%
15%
25%
21%
15%
14%
Metropolitan zone
5%
9%
19%
23%
20%
24%
3%
8%
21%
23%
22%
24%
Very High Users
Rural zone
At least
once in
the last
12
months
Never
2%
5%
17%
27%
23%
25%
10%
15%
25%
20%
15%
15%
3%
8%
23%
27%
21%
19%

2%
4%
15%
24%
25%
32%
Source Core Survey Q2.6: Over the last 12 months, how many times on average have you used the Internet to
buy or order tangible goods and services (ordered online but used offline)? (EU28 N = 22848)
351
clothing, shoes & accessories, by country
At least
once every
three
months
At least
once in the
last 12
months
Never
At least
once a day
At least
once a week
At least
once a
month
EU28
4%
8%
19%
24%
22%
24%
AT
2%
6%
15%
27%
27%
25%
BE
1%
3%
14%
26%
26%
30%
BG
3%
7%
18%
25%
23%
25%
CY
1%
6%
12%
21%
19%
41%
CZ
4%
5%
14%
25%
25%
28%
DE
4%
9%
23%
28%
21%
16%
DK
1%
3%
11%
26%
23%
36%
EE
0%
1%
10%
22%
29%
38%
EL
2%
5%
12%
28%
31%
22%
ES
4%
9%
17%
20%
19%
31%
FI
1%
3%
9%
23%
29%
37%
FR
3%
6%
19%
24%
22%
27%
HR
1%
7%
17%
22%
26%
27%
HU
3%
5%
14%
17%
23%
38%
IE
1%
5%
16%
30%
27%
20%
IT
4%
9%
18%
18%
21%
30%
LT
0%
3%
12%
22%
26%
37%
LU
2%
5%
19%
19%
24%
31%
LV
0%
2%
10%
21%
24%
43%
MT
1%
4%
19%
29%
24%
24%
NL
2%
4%
12%
25%
24%
34%
PL
4%
8%
23%
32%
21%
11%
PT
1%
3%
11%
16%
23%
46%
RO
7%
7%
16%
19%
21%
30%
SE
1%
4%
15%
24%
25%
30%
SI
2%
5%
13%
20%
30%
30%
SK
12%
18%
24%
20%
13%
14%
UK
4%
10%
27%
25%
18%
16%
IS
0%
6%
12%
26%
56%
NO
3%
4%
12%
20%
25%
36%
352
cosmetics & healthcare products, by socio-demographics
At least
once a
day
At least
once a
week
At least
once a
month
At least
once
every
three
months
At least
once in
the last
12
months
Never
EU28
3%
6%
15%
17%
19%
40%
EU15
3%
6%
14%
16%
18%
43%
EU13
4%
8%
18%
22%
21%
28%
Male
3%
6%
12%
15%
18%
47%
Female
3%
7%
18%
20%
20%
32%
18-24
4%
10%
17%
15%
18%
36%
25-34
5%
10%
19%
17%
17%
32%
35-44
3%
7%
16%
19%
20%
36%
45-54
2%
4%
14%
18%
19%
43%
55+
1%
2%
8%
17%
20%
52%
3%
6%
13%
16%
18%
45%
Completed Secondary
2%
6%
14%
18%
19%
41%
(Post-)Graduate
4%
7%
16%
18%
19%
36%
Very difficult
5%
6%
11%
12%
18%
48%
Fairly difficult
2%
5%
14%
17%
19%
42%
Fairly easy
2%
7%
16%
19%
19%
36%
Very easy
5%
9%
17%
20%
16%
34%
3%
7%
15%
18%
20%
37%
7%
13%
19%
18%
17%
26%
3%
7%
15%
18%
19%
38%
6%
10%
20%
19%
18%
28%
3%
7%
15%
18%
19%
38%
Very Low users
0%
2%
10%
15%
19%
54%
Low Users
0%
4%
13%
19%
22%
42%
High Users
1%
6%
14%
20%
20%
40%
Very High Users
8%
15%
21%
16%
15%
25%
Metropolitan zone
4%
9%
15%
17%
18%
37%
2%
7%
15%
17%
19%
40%
Rural zone
2%
4%
13%
18%
20%
44%
9%
15%
20%
16%
15%
26%
2%
6%
16%
20%
19%
36%

1%
3%
11%
16%
20%
49%
353
cosmetics & healthcare products, by country
At least
once every
three
months
At least
once in the
last 12
months
Never
At least
once a day
At least
once a week
At least
once a
month
EU28
3%
6%
15%
17%
19%
40%
AT
1%
4%
11%
18%
22%
45%
BE
1%
2%
8%
15%
19%
56%
BG
2%
6%
14%
21%
21%
36%
CY
1%
2%
6%
13%
15%
64%
CZ
4%
5%
13%
21%
25%
32%
DE
2%
6%
16%
21%
20%
35%
DK
1%
2%
8%
18%
17%
53%
EE
0%
6%
17%
25%
52%
EL
1%
3%
14%
20%
26%
36%
ES
4%
8%
14%
13%
16%
45%
FI
0%
2%
6%
15%
22%
54%
FR
3%
4%
13%
18%
17%
44%
HR
1%
6%
14%
19%
26%
35%
HU
3%
5%
12%
16%
23%
41%
IE
1%
3%
9%
18%
25%
44%
IT
4%
8%
13%
12%
17%
46%
LT
1%
2%
11%
20%
25%
42%
LU
2%
1%
7%
13%
18%
59%
LV
1%
1%
7%
16%
21%
55%
MT
1%
5%
14%
24%
56%
NL
1%
2%
6%
12%
16%
64%
PL
4%
10%
25%
28%
21%
12%
PT
1%
3%
8%
11%
19%
59%
RO
6%
8%
16%
16%
18%
36%
SE
1%
4%
10%
18%
20%
48%
SI
2%
4%
11%
15%
27%
42%
SK
9%
14%
23%
17%
16%
21%
UK
4%
10%
18%
15%
18%
36%
IS
2%
3%
5%
17%
73%
NO
2%
3%
10%
17%
20%
48%
354
toys & childcare articles, by socio-demographics
At least
once a
day
At least
once a
week
At least
once a
month
At least
once
every
three
months
At least
once in
the last
12
months
Never
EU28
2%
4%
9%
13%
18%
54%
EU15
2%
4%
9%
12%
17%
56%
EU13
3%
4%
11%
16%
22%
45%
Male
3%
5%
9%
12%
16%
56%
Female
2%
4%
9%
14%
20%
52%
18-24
3%
6%
10%
10%
13%
58%
25-34
4%
8%
14%
16%
18%
41%
35-44
2%
5%
12%
19%
21%
42%
45-54
1%
2%
6%
9%
18%
65%
55+
1%
1%
4%
9%
18%
68%
3%
3%
8%
11%
17%
58%
Completed Secondary
1%
4%
9%
13%
19%
54%
(Post-)Graduate
3%
5%
11%
15%
18%
49%
Very difficult
5%
4%
7%
8%
14%
62%
Fairly difficult
2%
4%
8%
14%
18%
54%
Fairly easy
2%
4%
10%
14%
19%
51%
Very easy
4%
5%
13%
11%
16%
51%
2%
4%
10%
14%
19%
52%
5%
10%
14%
16%
17%
38%
2%
4%
10%
13%
18%
52%
4%
7%
14%
15%
18%
41%
2%
4%
10%
13%
18%
52%
Very Low users
0%
1%
6%
11%
18%
64%
Low Users
0%
3%
8%
13%
18%
58%
High Users
0%
4%
9%
13%
20%
54%
Very High Users
6%
9%
14%
15%
16%
39%
Metropolitan zone
4%
5%
11%
12%
17%
52%
2%
4%
9%
13%
17%
55%
Rural zone
1%
3%
8%
13%
21%
55%
7%
10%
17%
14%
15%
37%
1%
4%
9%
14%
19%
53%

1%
2%
6%
11%
18%
61%
355
toys & childcare articles, by country
At least
once every
three
months
At least
once in the
last 12
months
Never
At least
once a day
At least
once a week
At least
once a
month
EU28
2%
4%
9%
13%
18%
54%
AT
1%
3%
6%
15%
21%
55%
BE
1%
1%
4%
11%
19%
65%
BG
1%
4%
9%
12%
19%
56%
CY
0%
4%
1%
7%
9%
79%
CZ
3%
4%
10%
16%
20%
47%
DE
2%
3%
9%
13%
18%
55%
DK
1%
1%
4%
12%
19%
64%
EE
0%
0%
2%
9%
21%
69%
EL
1%
4%
8%
14%
13%
61%
ES
2%
4%
11%
12%
14%
58%
FI
0%
1%
3%
5%
17%
74%
FR
2%
4%
7%
14%
18%
55%
HR
1%
3%
8%
15%
19%
54%
HU
3%
6%
9%
14%
18%
51%
IE
1%
3%
6%
14%
24%
52%
IT
3%
7%
10%
11%
14%
55%
LT
0%
2%
5%
12%
21%
61%
LU
2%
2%
10%
11%
17%
59%
LV
0%
4%
8%
16%
72%
MT
0%
2%
3%
12%
18%
65%
NL
1%
2%
5%
9%
15%
68%
PL
4%
4%
13%
21%
27%
31%
PT
0%
1%
4%
7%
14%
73%
RO
4%
5%
11%
11%
15%
54%
SE
1%
2%
6%
8%
17%
67%
SI
1%
3%
7%
11%
20%
59%
SK
6%
10%
16%
14%
22%
33%
UK
3%
6%
12%
14%
19%
46%
IS
2%
4%
14%
80%
NO
2%
3%
5%
9%
15%
66%
356
sports & outdoor equipment, by socio-demographics
At least
At least
once every
once in
three
the last 12
months
months
At least
once a day
At least
once a
week
At least
once a
month
EU28
2%
4%
8%
11%
20%
54%
EU15
2%
5%
9%
11%
19%
56%
EU13
3%
4%
8%
12%
27%
47%
Male
3%
5%
10%
13%
20%
49%
Female
2%
3%
7%
10%
20%
59%
18-24
3%
7%
12%
13%
18%
48%
25-34
3%
8%
12%
13%
22%
42%
35-44
2%
5%
10%
13%
22%
48%
45-54
1%
2%
6%
11%
20%
60%
55+
1%
2%
4%
6%
17%
71%
2%
4%
8%
9%
16%
61%
2%
4%
8%
11%
21%
55%
(Post-)Graduate
3%
5%
10%
12%
21%
49%
Very difficult
5%
4%
6%
7%
16%
63%
Fairly difficult
1%
4%
8%
11%
20%
56%
Fairly easy
2%
4%
10%
12%
22%
50%
Very easy
4%
7%
10%
12%
21%
46%
2%
5%
9%
12%
21%
52%
5%
10%
15%
15%
20%
35%
2%
5%
9%
12%
21%
52%
4%
8%
13%
15%
23%
38%
2%
5%
9%
12%
21%
52%
1%
6%
9%
17%
67%
Low Users
0%
3%
6%
10%
21%
60%
High Users
0%
4%
7%
11%
22%
56%
Very High Users
6%
10%
15%
15%
21%
34%
Metropolitan zone
Other
town
/
urban centre
4%
6%
10%
12%
20%
49%
1%
4%
9%
11%
20%
55%
Rural zone
1%
2%
6%
10%
21%
59%
Primary / Partial
Secondary
Completed
Secondary
Bought
tangible
goods / services
Paid for online
services
Used
online
services
Paid for digital
content
Used or accessed
digital content
Very Low users
Never
Daily - At least a
few times a year
7%
12%
16%
14%
19%
32%
At least once a
year
1%
4%
9%
13%
23%
50%
Less than once a
year / Never
1%
2%
5%
8%
19%
66%
357
sports & outdoor equipment, by country
At least
once every
three
months
At least
once in the
last 12
months
Never
At least
once a day
At least
once a week
At least
once a
month
EU28
2%
4%
8%
11%
20%
54%
AT
1%
3%
6%
10%
25%
55%
BE
1%
1%
4%
4%
17%
73%
BG
1%
3%
7%
11%
21%
57%
CY
1%
3%
6%
10%
12%
69%
CZ
3%
4%
7%
12%
25%
49%
DE
1%
5%
8%
12%
20%
53%
DK
1%
1%
4%
9%
19%
68%
EE
1%
2%
7%
24%
67%
EL
1%
3%
7%
12%
25%
52%
ES
3%
7%
13%
12%
16%
50%
FI
0%
1%
3%
6%
22%
67%
FR
2%
3%
8%
12%
18%
56%
HR
1%
2%
4%
9%
22%
63%
HU
2%
3%
6%
9%
20%
60%
IE
1%
2%
5%
11%
23%
57%
IT
3%
6%
9%
11%
17%
55%
LT
0%
1%
2%
7%
21%
69%
LU
1%
2%
7%
7%
21%
62%
LV
0%
1%
1%
5%
20%
73%
MT
1%
5%
9%
20%
65%
NL
1%
2%
4%
4%
11%
79%
PL
4%
4%
9%
14%
36%
34%
PT
1%
2%
5%
8%
13%
71%
RO
5%
5%
8%
12%
19%
51%
SE
1%
2%
6%
8%
22%
63%
SI
2%
4%
9%
11%
25%
48%
SK
5%
8%
18%
14%
23%
32%
UK
3%
6%
11%
12%
20%
48%
IS
1%
2%
3%
15%
80%
NO
2%
3%
5%
7%
19%
64%
358
non-electrical household goods & interior design, by socio-demographics
At least
At least
once every
once in
three
the last 12
months
months
At least
once a day
At least
once a
week
At least
once a
month
EU28
3%
5%
9%
15%
25%
44%
EU15
2%
5%
9%
14%
25%
46%
EU13
3%
5%
10%
18%
28%
36%
Male
3%
5%
10%
15%
24%
44%
Female
2%
4%
9%
16%
26%
44%
18-24
4%
6%
11%
15%
21%
43%
25-34
4%
7%
13%
18%
24%
34%
35-44
3%
5%
10%
16%
26%
40%
45-54
1%
2%
7%
15%
27%
47%
55+
1%
2%
5%
12%
26%
54%
3%
3%
8%
12%
25%
49%
2%
5%
8%
15%
25%
46%
(Post-)Graduate
3%
5%
11%
17%
26%
39%
Very difficult
6%
4%
6%
10%
19%
54%
Fairly difficult
2%
4%
8%
14%
24%
47%
Fairly easy
2%
5%
11%
17%
27%
38%
Very easy
4%
5%
11%
17%
28%
35%
3%
5%
10%
16%
26%
41%
6%
10%
15%
18%
23%
28%
3%
5%
10%
16%
26%
42%
5%
8%
13%
19%
26%
29%
3%
5%
10%
16%
26%
42%
Very Low users
0%
1%
6%
12%
25%
57%
Low Users
0%
3%
7%
14%
28%
47%
High Users
1%
4%
9%
16%
27%
45%
Very High Users
7%
11%
16%
19%
21%
27%
Metropolitan zone
Other
town
/
urban centre
4%
6%
10%
15%
24%
41%
2%
4%
10%
15%
25%
44%
Rural zone
1%
3%
7%
15%
27%
48%
Primary / Partial
Secondary
Completed
Secondary
Bought
tangible
goods / services
Paid for online
services
Used
online
services
Paid for digital
content
Used or accessed
digital content
Never
Daily - At least a
few times a year
8%
12%
17%
18%
19%
26%
At least once a
year
1%
4%
10%
18%
28%
39%
Less than once a
year / Never
1%
2%
5%
12%
26%
55%
359
non-electrical household goods & interior design, by country
At least
once every
three
months
At least
once in the
last 12
months
Never
At least
once a day
At least
once a week
At least
once a
month
EU28
3%
5%
9%
15%
25%
44%
AT
1%
3%
5%
11%
30%
51%
BE
1%
1%
5%
11%
26%
58%
BG
1%
3%
7%
15%
25%
49%
CY
0%
3%
4%
9%
13%
71%
CZ
3%
5%
9%
19%
29%
35%
DE
2%
4%
8%
17%
32%
37%
DK
1%
1%
5%
13%
26%
54%
EE
1%
2%
8%
27%
62%
EL
1%
3%
7%
13%
28%
48%
ES
3%
5%
10%
13%
19%
50%
FI
1%
1%
5%
9%
32%
52%
FR
3%
4%
8%
13%
22%
51%
HR
1%
3%
6%
11%
25%
54%
HU
1%
4%
9%
12%
23%
52%
IE
1%
2%
8%
15%
29%
46%
IT
3%
7%
10%
12%
16%
52%
LT
1%
4%
9%
25%
61%
LU
1%
3%
9%
15%
20%
53%
LV
0%
0%
3%
9%
22%
66%
MT
2%
2%
5%
11%
21%
60%
NL
1%
2%
4%
8%
20%
64%
PL
4%
4%
12%
25%
34%
20%
PT
1%
2%
4%
8%
19%
68%
RO
5%
7%
8%
16%
22%
42%
SE
1%
3%
6%
11%
29%
50%
SI
1%
2%
7%
11%
28%
51%
SK
8%
12%
20%
17%
22%
21%
UK
3%
7%
14%
19%
25%
31%
IS
1%
3%
7%
14%
76%
NO
3%
4%
5%
8%
20%
61%
360
travel services, by socio-demographics
At least
once a
day
At least
once a
week
At least
once a
month
At least
once
every
three
months
At least
once in
the last
12
months
Never
EU28
2%
5%
10%
18%
34%
32%
EU15
2%
5%
10%
18%
33%
31%
EU13
3%
4%
7%
15%
34%
37%
Male
3%
6%
11%
19%
31%
31%
Female
2%
4%
9%
17%
36%
33%
18-24
3%
7%
12%
18%
28%
32%
25-34
4%
8%
12%
18%
33%
26%
35-44
3%
4%
11%
17%
35%
30%
45-54
2%
3%
8%
18%
36%
34%
55+
1%
3%
6%
18%
33%
39%
2%
3%
7%
11%
31%
46%
Completed Secondary
2%
4%
9%
16%
35%
35%
(Post-)Graduate
3%
6%
13%
23%
34%
21%
Very difficult
4%
5%
6%
8%
24%
53%
Fairly difficult
2%
4%
9%
16%
34%
35%
Fairly easy
2%
5%
11%
21%
36%
25%
Very easy
4%
7%
15%
24%
33%
19%
2%
5%
10%
19%
35%
29%
6%
10%
15%
21%
29%
21%
3%
5%
10%
18%
34%
30%
5%
8%
14%
22%
32%
20%
3%
5%
10%
18%
34%
30%
Very Low users
0%
2%
6%
15%
34%
44%
Low Users
0%
3%
8%
19%
37%
33%
High Users
1%
4%
11%
18%
35%
31%
Very High Users
6%
10%
15%
20%
29%
20%
Metropolitan zone
4%
6%
13%
20%
32%
25%
1%
5%
9%
18%
34%
33%
Rural zone
2%
3%
8%
14%
35%
39%
8%
14%
22%
28%
18%
10%
1%
4%
10%
23%
46%
16%

1%
1%
5%
9%
31%
52%
361
travel services, by country
At least
once a day
At least
once a week
At least
once a
month
At least
once every
three
months
At least
once in the
last 12
months
Never
EU28
2%
5%
10%
18%
34%
32%
AT
1%
2%
8%
16%
40%
33%
BE
1%
1%
6%
17%
46%
29%
BG
1%
3%
7%
16%
34%
39%
CY
1%
2%
8%
22%
30%
37%
CZ
3%
4%
7%
13%
29%
45%
DE
1%
4%
9%
14%
36%
36%
DK
1%
1%
4%
16%
43%
36%
EE
0%
1%
4%
17%
41%
37%
EL
1%
3%
8%
21%
41%
26%
ES
3%
6%
14%
24%
30%
23%
FI
1%
1%
7%
17%
37%
38%
FR
3%
5%
10%
17%
32%
34%
HR
1%
2%
6%
15%
30%
46%
HU
3%
6%
8%
13%
32%
38%
IE
1%
2%
13%
30%
37%
18%
IT
3%
7%
12%
17%
32%
29%
LT
0%
1%
4%
14%
35%
47%
LU
1%
5%
10%
30%
37%
17%
LV
0%
0%
3%
9%
36%
51%
MT
1%
3%
6%
23%
41%
26%
NL
1%
2%
5%
14%
36%
41%
PL
4%
3%
6%
16%
40%
31%
PT
1%
2%
6%
15%
30%
48%
RO
4%
4%
7%
13%
31%
42%
SE
1%
3%
7%
18%
39%
33%
SI
1%
3%
7%
13%
38%
39%
SK
7%
13%
19%
16%
24%
20%
UK
3%
7%
15%
23%
28%
24%
IS
0%
3%
4%
20%
44%
29%
3%
4%
9%
16%
42%
27%
NO
362
online reservations of offline leisure, by socio-demographics
At least
once a
day
At least
once a
week
At least
once a
month
At least
once
every
three
months
EU28
2%
5%
13%
19%
24%
37%
EU15
2%
6%
13%
19%
24%
37%
EU13
3%
4%
13%
20%
25%
35%
Male
3%
6%
14%
18%
23%
36%
Female
2%
5%
12%
19%
25%
37%
18-24
4%
8%
16%
20%
21%
30%
25-34
4%
9%
16%
21%
24%
27%
35-44
3%
6%
14%
20%
25%
32%
45-54
2%
3%
11%
18%
27%
40%
55+
1%
3%
7%
15%
23%
52%
3%
4%
8%
13%
23%
50%
Completed Secondary
2%
5%
12%
17%
25%
39%
(Post-)Graduate
3%
7%
17%
23%
24%
27%
Very difficult
5%
4%
7%
11%
19%
55%
Fairly difficult
2%
5%
11%
17%
24%
41%
Fairly easy
2%
6%
16%
22%
26%
29%
Very easy
5%
9%
18%
22%
22%
26%
3%
6%
13%
20%
25%
34%
6%
12%
19%
22%
22%
21%
3%
6%
13%
19%
25%
34%
5%
9%
19%
23%
23%
21%
3%
6%
13%
20%
25%
34%
1%
8%
15%
24%
53%
Low Users
0%
4%
10%
20%
27%
39%
High Users
1%
5%
13%
21%
26%
35%
Very High Users
7%
13%
21%
20%
20%
20%
Metropolitan zone
4%
8%
17%
21%
23%
28%
2%
5%
12%
19%
25%
38%
Rural zone
1%
3%
9%
17%
25%
45%
8%
15%
25%
21%
16%
16%
1%
5%
15%
25%
29%
25%
Very Low users
At least
once in
the last
12
months
Never

1%
2%
6%
13%
25%
54%
363
online reservations of offline leisure, by country
At least
once every
three
months
At least
once in the
last 12
months
Never
At least
once a day
At least
once a week
At least
once a
month
EU28
2%
5%
13%
19%
24%
37%
AT
1%
3%
9%
20%
30%
37%
BE
1%
2%
9%
23%
34%
32%
BG
2%
4%
10%
16%
25%
44%
CY
3%
11%
16%
17%
54%
CZ
3%
4%
12%
19%
23%
40%
DE
2%
6%
11%
18%
29%
35%
DK
1%
1%
12%
29%
26%
32%
EE
1%
14%
28%
32%
25%
EL
1%
4%
14%
19%
28%
34%
ES
3%
8%
17%
21%
20%
31%
FI
0%
1%
9%
16%
32%
44%
FR
3%
4%
10%
15%
18%
51%
HR
1%
5%
14%
20%
27%
34%
HU
2%
4%
12%
18%
23%
42%
IE
1%
3%
14%
26%
30%
26%
IT
3%
8%
15%
17%
22%
35%
LT
1%
9%
27%
28%
34%
LU
0%
4%
11%
25%
36%
24%
LV
1%
0%
15%
22%
24%
38%
MT
4%
11%
23%
33%
29%
NL
1%
2%
9%
20%
26%
43%
PL
4%
4%
15%
24%
28%
25%
PT
1%
2%
7%
14%
23%
53%
RO
3%
5%
10%
14%
21%
47%
SE
1%
3%
10%
19%
28%
40%
SI
1%
3%
11%
19%
24%
42%
SK
5%
8%
16%
15%
21%
35%
UK
3%
7%
17%
21%
23%
29%
IS
2%
12%
31%
25%
31%
NO
3%
3%
9%
16%
29%
41%
364
other, by socio-demographics
At least
once a
day
At least
once a
week
At least
once a
month
At least
once
every
three
months
At least
once in
the last
12
months
Never
EU28
3%
5%
11%
13%
22%
46%
EU15
3%
5%
11%
12%
21%
48%
EU13
5%
5%
11%
13%
27%
38%
Male
4%
6%
13%
13%
22%
43%
Female
3%
4%
10%
12%
22%
49%
18-24
5%
8%
14%
13%
19%
42%
25-34
4%
8%
15%
14%
21%
39%
35-44
4%
4%
12%
14%
23%
43%
45-54
2%
4%
9%
13%
24%
49%
55+
2%
2%
7%
11%
23%
55%
4%
5%
11%
12%
20%
49%
Completed Secondary
3%
4%
12%
13%
23%
45%
(Post-)Graduate
3%
6%
12%
13%
22%
44%
Very difficult
6%
4%
10%
10%
19%
51%
Fairly difficult
3%
5%
10%
12%
23%
47%
Fairly easy
3%
5%
12%
14%
23%
44%
Very easy
4%
7%
15%
13%
23%
39%
3%
5%
12%
13%
23%
43%
5%
10%
18%
14%
24%
29%
3%
5%
12%
13%
23%
44%
5%
8%
16%
15%
23%
33%
3%
5%
12%
13%
23%
44%
Very Low users
1%
1%
8%
11%
22%
58%
Low Users
1%
4%
10%
14%
24%
48%
High Users
1%
4%
12%
14%
23%
46%
Very High Users
8%
11%
17%
12%
20%
32%
Metropolitan zone
4%
6%
12%
13%
21%
46%
3%
5%
11%
13%
22%
46%
Rural zone
2%
4%
10%
12%
24%
48%
7%
11%
18%
13%
17%
34%
3%
4%
11%
14%
24%
43%

2%
3%
8%
11%
23%
53%
365
other, by country
At least
once every
three
months
At least
once in the
last 12
months
Never
At least
once a day
At least
once a week
At least
once a
month
EU28
3%
5%
11%
13%
22%
46%
AT
3%
4%
10%
13%
24%
46%
BE
1%
2%
6%
11%
24%
56%
BG
4%
6%
11%
13%
28%
38%
CY
0%
3%
5%
7%
7%
79%
CZ
5%
4%
10%
14%
27%
40%
DE
3%
4%
15%
15%
25%
38%
DK
1%
3%
7%
17%
23%
50%
EE
1%
1%
4%
10%
25%
60%
EL
3%
3%
7%
7%
20%
61%
ES
4%
5%
12%
14%
18%
47%
FI
1%
2%
5%
7%
26%
59%
FR
2%
4%
8%
11%
18%
57%
HR
3%
3%
13%
15%
31%
34%
HU
5%
6%
9%
13%
25%
42%
IE
1%
3%
10%
10%
21%
54%
IT
4%
6%
12%
12%
20%
47%
LT
2%
2%
7%
10%
22%
57%
LU
2%
5%
11%
16%
26%
40%
LV
0%
1%
6%
9%
29%
55%
MT
3%
3%
14%
13%
26%
42%
NL
1%
4%
8%
10%
25%
52%
PL
4%
5%
13%
15%
30%
34%
PT
1%
3%
6%
9%
21%
60%
RO
8%
6%
10%
13%
25%
39%
SE
2%
3%
9%
12%
28%
47%
SI
5%
3%
9%
14%
25%
45%
SK
16%
10%
15%
12%
17%
30%
UK
3%
9%
14%
12%
18%
45%
IS
0%
1%
6%
8%
17%
67%
NO
2%
3%
9%
11%
25%
49%
366
Table V.30 Origin of purchasing of tangible goods and services in the past year: overview
tangible goods & services
Domestic
Don't
know
Cross-border
Within the EU
Outside EU
Total
75%
14%
7%
21%
17%
72%
16%
8%
24%
18%
71%
18%
9%
28%
15%
70%
22%
13%
34%
20%
Books
69%
18%
9%
27%
19%
Travel services
69%
21%
9%
30%
15%
68%
20%
11%
31%
15%
Non-electrical household goods & interior

design
66%
17%
10%
28%
17%
66%
20%
12%
32%
17%
64%
21%
11%
32%
18%
Music & film
64%
21%
10%
32%
16%
Computer games & software
61%
22%
13%
35%
15%
Other
60%
19%
15%
34%
25%
Average
67%
19%
11%
30%
17%
Source: Core survey Q2b: Over the last 12 months, where did you buy or order online tangible goods or
Services from (ordered online but used offline)? (EU28 N= variable per category, from 16495 for clothing,
shoes and accessories to 9793 for sports and outdoor equipment)
367
Table V.31 Origin of purchasing of tangible goods and services in the past year: books,
by socio-demographics
Domestic
Crossborder
inside EU
Crossborder
outside
EU
I don't
know
EU28
69%
18%
9%
17%
EU15
68%
19%
10%
17%
EU13
75%
12%
6%
14%
Male
68%
20%
11%
17%
Female
71%
16%
8%
17%
18-24
64%
26%
15%
20%
25-34
66%
22%
12%
17%
35-44
69%
19%
9%
16%
45-54
73%
14%
6%
16%
55+
74%
10%
5%
16%
70%
13%
8%
19%
Completed Secondary
70%
17%
9%
17%
(Post-)Graduate
70%
21%
10%
15%
Very difficult
62%
18%
10%
22%
Fairly difficult
69%
17%
8%
17%
Fairly easy
71%
19%
10%
16%
Very easy
72%
17%
10%
14%
Bought
services
tangible
goods
69%
18%
9%
17%
63%
29%
20%
19%
70%
18%
10%
16%
69%
24%
13%
15%
70%
18%
9%
17%
Very Low users
68%
13%
8%
19%
Low Users
70%
16%
8%
18%
High Users
72%
18%
8%
16%
Very High Users
68%
24%
13%
16%
Metropolitan zone
66%
22%
11%
17%
71%
17%
10%
16%
Rural zone
71%
15%
6%
18%
Daily - At least a few times a

year
60%
30%
14%
15%
72%
17%
8%
15%

Used or
accessed
content
digital

73%
11%
7%
19%
Source: Core survey Q2b.1: Over the last 12 months, where did you buy or order online tangible goods or
Services from (ordered online but used offline)? Books (EU28 N=13066)
368
Table V.32 Origin of purchasing of tangible goods and services in the past year: books,
by country
Domestic
Crossborder
inside
EU
Crossborder
outside
EU
I don't
know
EU28
69%
18%
9%
17%
AT
48%
52%
5%
13%
BE
45%
50%
5%
17%
BG
70%
13%
6%
16%
CY
30%
52%
20%
22%
CZ
76%
11%
6%
11%
DE
78%
11%
6%
15%
DK
71%
22%
8%
15%
EE
81%
18%
4%
8%
EL
63%
20%
11%
19%
ES
58%
24%
12%
19%
FI
76%
18%
7%
12%
FR
64%
18%
14%
25%
HR
59%
21%
17%
20%
HU
75%
9%
7%
14%
IE
29%
61%
19%
17%
IT
59%
25%
11%
20%
LT
77%
4%
6%
15%
LU
21%
80%
6%
11%
LV
54%
23%
13%
21%
MT
12%
75%
17%
12%
NL
79%
12%
8%
13%
PL
81%
9%
4%
14%
PT
65%
18%
10%
17%
RO
69%
15%
7%
14%
SE
79%
12%
8%
12%
SI
72%
15%
9%
18%
SK
70%
16%
8%
15%
UK
74%
17%
12%
15%
IS
40%
28%
27%
17%
NO
71%
23%
15%
13%
Services from (ordered online but used offline)? Books (EU28 N=13066)
369
Table V.33 Origin of purchasing of tangible goods and services in the past year:
electronics & computer hardware, by socio-demographics
Domestic
Crossborder
inside
EU
Crossborder
outside
EU
I don't
know
EU28
66%
20%
12%
18%
EU15
64%
21%
13%
19%
EU13
70%
15%
11%
15%
Male
67%
22%
14%
16%
Female
64%
17%
10%
20%
18-24
58%
28%
19%
23%
25-34
62%
25%
15%
18%
35-44
66%
21%
12%
16%
45-54
69%
15%
10%
16%
55+
71%
12%
8%
18%
68%
15%
10%
20%
Completed Secondary
65%
20%
13%
18%
(Post-)Graduate
65%
22%
12%
16%
Very difficult
60%
19%
15%
22%
Fairly difficult
64%
20%
12%
19%
Fairly easy
68%
20%
12%
16%
Very easy
67%
18%
11%
17%
Bought
services
tangible
goods
66%
20%
12%
18%
61%
31%
22%
20%
66%
20%
13%
17%
66%
25%
16%
16%
66%
20%
12%
18%
Very Low users
61%
14%
10%
23%
Low Users
68%
17%
11%
18%
High Users
68%
20%
12%
17%
Very High Users
64%
26%
16%
16%
Metropolitan zone
62%
24%
14%
18%
67%
18%
12%
17%
Rural zone
67%
17%
11%
19%

year
58%
30%
17%
16%
67%
19%
11%
18%

Used or accessed
content
digital

69%
15%
10%
19%
Services from (ordered online but used offline)? Electronics & computer hardware (EU28 N=14494)
370
electronics & computer hardware, by country
Domestic
Crossborder
inside
EU
Crossborder
outside
EU
I don't
know
EU28
66%
20%
12%
18%
AT
45%
51%
6%
14%
BE
51%
41%
11%
15%
BG
60%
20%
17%
14%
CY
26%
44%
30%
25%
CZ
73%
12%
11%
13%
DE
75%
12%
8%
18%
DK
68%
20%
12%
17%
EE
65%
23%
20%
12%
EL
60%
21%
22%
14%
ES
56%
27%
16%
20%
FI
73%
20%
13%
11%
FR
61%
22%
14%
26%
HR
51%
26%
27%
18%
HU
69%
13%
10%
15%
IE
35%
54%
23%
14%
IT
49%
31%
16%
21%
LT
66%
17%
16%
18%
LU
14%
80%
9%
12%
LV
68%
14%
17%
12%
MT
13%
66%
27%
11%
NL
76%
13%
13%
16%
PL
74%
13%
8%
15%
PT
50%
26%
18%
19%
RO
75%
13%
8%
13%
SE
73%
15%
12%
14%
SI
64%
20%
18%
17%
SK
61%
20%
9%
18%
UK
72%
17%
12%
15%
IS
43%
17%
32%
16%
NO
73%
18%
16%
15%
Services from (ordered online but used offline)? Electronics & computer hardware (EU28 N=14494)
371
Table V.35 Origin of purchasing of tangible goods and services in the past year: electrical
household appliances, by socio-demographics
Domestic
Crossborder
inside
EU
Crossborder
outside
EU
I don't
know
EU28
72%
16%
8%
15%
EU15
71%
17%
9%
16%
EU13
76%
12%
6%
12%
Male
72%
17%
9%
14%
Female
72%
14%
7%
17%
18-24
62%
26%
16%
19%
25-34
67%
21%
11%
16%
35-44
72%
16%
8%
14%
45-54
77%
10%
4%
14%
55+
80%
7%
4%
14%
71%
12%
7%
18%
Completed Secondary
73%
15%
8%
16%
(Post-)Graduate
73%
17%
8%
13%
Very difficult
65%
16%
10%
20%
Fairly difficult
71%
15%
8%
16%
Fairly easy
74%
16%
8%
13%
Very easy
73%
16%
8%
15%
Bought
services
tangible
goods
72%
16%
8%
15%
66%
27%
17%
16%
72%
16%
8%
15%
70%
22%
11%
13%
72%
16%
8%
15%
Very Low users
69%
11%
8%
18%
Low Users
74%
13%
6%
16%
High Users
75%
15%
7%
15%
Very High Users
70%
21%
11%
13%
Metropolitan zone
68%
19%
10%
15%
74%
15%
8%
14%
Rural zone
74%
13%
6%
17%

year
63%
26%
13%
13%
74%
14%
7%
14%

Used or accessed
content
digital

76%
10%
6%
17%
Services from (ordered online but used offline)? Electrical household appliances (EU28 N=12732)
372
Table V.36 Origin of purchasing of tangible goods and services in the past year: electrical
household appliances, by country
Domestic
Crossborder
inside
EU
Crossborder
outside
EU
I don't
know
EU28
72%
16%
8%
15%
AT
51%
43%
5%
13%
BE
68%
31%
4%
12%
BG
75%
15%
7%
11%
CY
35%
49%
13%
21%
CZ
80%
10%
5%
9%
DE
77%
10%
6%
17%
DK
75%
12%
6%
18%
EE
75%
19%
10%
9%
EL
75%
14%
9%
11%
ES
60%
22%
13%
17%
FI
81%
12%
5%
9%
FR
67%
17%
10%
22%
HR
63%
21%
14%
17%
HU
70%
13%
8%
13%
IE
48%
43%
16%
13%
IT
55%
29%
12%
16%
LT
76%
12%
8%
12%
LU
19%
81%
4%
6%
LV
76%
11%
10%
12%
MT
16%
61%
24%
11%
NL
80%
9%
7%
14%
PL
79%
10%
5%
12%
PT
68%
17%
9%
16%
RO
75%
13%
7%
12%
SE
73%
14%
10%
14%
SI
74%
16%
9%
12%
SK
71%
16%
5%
14%
UK
80%
13%
9%
13%
IS
67%
14%
13%
11%
NO
71%
18%
13%
17%
Services from (ordered online but used offline)? Electrical household appliances (EU28 N=12732)
373
Table V.37
Origin of purchasing of tangible goods and services in the past year:
computer games & software, by socio-demographics
Domestic
Crossborder
inside
EU
Crossborder
outside
EU
I don't
know
EU28
61%
22%
13%
20%
EU15
61%
23%
13%
20%
EU13
62%
17%
9%
19%
Male
61%
24%
14%
19%
Female
62%
20%
11%
22%
18-24
58%
30%
20%
22%
25-34
61%
25%
14%
19%
35-44
62%
23%
10%
19%
45-54
66%
16%
10%
19%
55+
62%
13%
8%
24%
64%
17%
10%
22%
Completed Secondary
62%
22%
13%
19%
(Post-)Graduate
61%
24%
13%
19%
Very difficult
57%
23%
14%
22%
Fairly difficult
60%
21%
12%
21%
Fairly easy
62%
23%
13%
19%
Very easy
66%
22%
10%
19%
61%
22%
13%
20%
58%
34%
23%
21%
62%
22%
13%
20%
62%
27%
17%
17%
62%
22%
13%
20%
Very Low users
56%
16%
13%
24%
Low Users
64%
18%
9%
21%
High Users
63%
22%
11%
20%
Very High Users
60%
28%
16%
18%
Metropolitan zone
58%
25%
15%
19%
63%
21%
12%
19%
Rural zone
62%
19%
10%
23%

year
54%
32%
18%
18%
63%
20%
11%
20%
Bought
services
tangible
goods

Used or accessed
content
digital

65%
17%
10%
22%
Services from (ordered online but used offline)? Computer games & software (EU28 N=10411)
374
computer games & software, by country
Domestic
Crossborder
inside
EU
Crossborder
outside
EU
I don't
know
EU28
61%
22%
13%
20%
AT
37%
54%
8%
17%
BE
41%
46%
9%
23%
BG
53%
20%
14%
21%
CY
21%
45%
24%
25%
CZ
66%
16%
9%
14%
DE
72%
16%
9%
17%
DK
56%
25%
11%
25%
EE
50%
29%
14%
24%
EL
52%
24%
18%
21%
ES
51%
30%
16%
21%
FI
60%
21%
13%
22%
FR
59%
24%
17%
26%
HR
36%
34%
24%
24%
HU
58%
19%
8%
21%
IE
28%
55%
20%
17%
IT
46%
32%
16%
24%
LT
51%
29%
12%
24%
LU
13%
77%
7%
21%
LV
36%
27%
18%
23%
MT
15%
67%
16%
22%
NL
69%
18%
13%
19%
PL
69%
14%
8%
17%
PT
48%
26%
15%
25%
RO
61%
18%
10%
20%
SE
65%
19%
12%
19%
SI
55%
21%
17%
22%
SK
54%
17%
9%
28%
UK
71%
17%
12%
17%
IS
34%
32%
20%
23%
NO
59%
29%
18%
21%
Services from (ordered online but used offline)? Computer games & software (EU28 N=10411)
375
Table V.39 Origin of purchasing of tangible goods and services in the past year: music &
film, by socio-demographics
Domestic
Crossborder
inside
EU
Crossborder
outside
EU
I don't
know
EU28
64%
21%
10%
19%
EU15
64%
22%
11%
19%
EU13
65%
16%
8%
19%
Male
63%
23%
12%
18%
Female
65%
19%
9%
20%
18-24
58%
29%
17%
22%
25-34
61%
25%
13%
19%
35-44
65%
21%
10%
18%
45-54
69%
17%
6%
17%
55+
68%
13%
6%
19%
67%
15%
9%
19%
Completed Secondary
66%
20%
10%
19%
(Post-)Graduate
63%
24%
11%
18%
Very difficult
58%
21%
11%
23%
Fairly difficult
64%
19%
10%
19%
Fairly easy
65%
22%
11%
18%
Very easy
67%
23%
9%
15%
Bought
services
tangible
goods
64%
21%
10%
19%
59%
33%
20%
20%
64%
22%
11%
18%
64%
26%
14%
17%
64%
21%
11%
19%
Very Low users
61%
16%
10%
21%
Low Users
66%
18%
9%
19%
High Users
65%
21%
9%
20%
Very High Users
63%
26%
13%
17%
Metropolitan zone
60%
25%
12%
19%
66%
20%
10%
18%
Rural zone
67%
18%
9%
20%

year
56%
33%
15%
16%
66%
19%
8%
19%

Used or accessed
content
digital

68%
15%
9%
21%
Services from (ordered online but used offline)? Music & film (EU28 N=11009)
376
Table V.40 Origin of purchasing of tangible goods and services in the past year: music &
film, by country
Domestic
Crossborder
inside
EU
Crossborder
outside
EU
I don't
know
EU28
64%
21%
10%
19%
AT
40%
53%
7%
15%
BE
46%
47%
6%
17%
BG
55%
20%
8%
23%
CY
25%
42%
25%
34%
CZ
69%
14%
6%
14%
DE
75%
13%
7%
16%
DK
64%
25%
7%
21%
EE
58%
23%
16%
16%
EL
46%
27%
14%
22%
ES
51%
31%
15%
22%
FI
68%
23%
9%
16%
FR
59%
23%
14%
25%
HR
45%
33%
20%
23%
HU
60%
18%
8%
19%
IE
28%
57%
17%
20%
IT
49%
30%
12%
23%
LT
47%
16%
7%
38%
LU
21%
74%
6%
18%
LV
44%
20%
8%
34%
MT
13%
65%
14%
16%
NL
79%
13%
10%
12%
PL
72%
12%
6%
17%
PT
52%
26%
12%
21%
RO
63%
16%
9%
20%
SE
73%
15%
12%
15%
SI
58%
19%
12%
21%
SK
55%
19%
7%
26%
UK
72%
19%
12%
16%
IS
32%
33%
31%
19%
NO
70%
23%
17%
19%
Services from (ordered online but used offline)? Other (EU28 N=12079)
377
Table V.41 Origin of purchasing of tangible goods and services in the past year: clothing,
shoes & accessories, by socio-demographics
Domestic
Crossborder
inside
EU
Crossborder
outside
EU
I don't
know
EU28
70%
22%
13%
15%
EU15
70%
22%
13%
15%
EU13
69%
19%
13%
14%
Male
69%
22%
13%
14%
Female
71%
21%
12%
16%
18-24
62%
32%
24%
19%
25-34
66%
28%
17%
16%
35-44
70%
22%
12%
14%
45-54
73%
17%
8%
14%
55+
79%
12%
5%
13%
72%
15%
9%
17%
Completed Secondary
70%
21%
12%
15%
(Post-)Graduate
70%
25%
14%
14%
Very difficult
61%
21%
15%
22%
Fairly difficult
69%
21%
12%
16%
Fairly easy
73%
23%
12%
13%
Very easy
74%
21%
13%
13%
70%
22%
13%
15%
65%
33%
23%
17%
70%
23%
13%
15%
70%
27%
17%
13%
70%
22%
13%
15%
Very Low users
71%
14%
8%
17%
Low Users
71%
19%
10%
16%
High Users
71%
23%
13%
15%
Very High Users
67%
29%
18%
13%
Metropolitan zone
66%
26%
16%
15%
72%
21%
12%
15%
Rural zone
73%
18%
9%
16%

year
62%
31%
17%
13%
72%
23%
13%
13%
Bought
services
tangible
goods

Used or accessed
content
digital

73%
16%
10%
18%
Services from (ordered online but used offline)? Clothing, shoes & accessories (EU28 N=16495)
378
Table V.42 Origin of purchasing of tangible goods and services in the past year: clothing,
shoes & accessories, by country
Domestic
Crossborder
inside
EU
Crossborder
outside
EU
I don't
know
EU28
70%
22%
13%
15%
AT
54%
52%
8%
11%
BE
59%
41%
8%
15%
BG
60%
28%
17%
13%
CY
24%
51%
42%
21%
CZ
71%
17%
9%
10%
DE
82%
14%
9%
13%
DK
68%
29%
13%
17%
EE
45%
48%
29%
12%
EL
58%
29%
20%
15%
ES
62%
27%
19%
17%
FI
66%
34%
14%
13%
FR
67%
23%
13%
20%
HR
45%
32%
34%
17%
HU
66%
18%
14%
13%
IE
41%
63%
22%
11%
IT
52%
31%
12%
21%
LT
58%
27%
23%
17%
LU
15%
85%
10%
12%
LV
29%
48%
31%
12%
MT
12%
80%
28%
5%
NL
80%
16%
10%
13%
PL
78%
14%
10%
14%
PT
54%
28%
15%
19%
RO
68%
19%
9%
16%
SE
76%
18%
15%
13%
SI
64%
25%
17%
14%
SK
65%
21%
13%
14%
UK
79%
17%
14%
12%
IS
33%
30%
49%
14%
NO
69%
26%
23%
16%
Services from (ordered online but used offline)? Clothing, shoes & accessories (EU28 N=16495)
379
cosmetics & healthcare products, by socio-demographics
Domestic
Crossborder
inside
EU
Crossborder
outside
EU
I don't
know
EU28
71%
18%
9%
15%
EU15
70%
19%
10%
16%
EU13
74%
15%
7%
14%
Male
68%
20%
10%
15%
Female
74%
17%
9%
15%
18-24
63%
29%
15%
19%
25-34
68%
22%
12%
16%
35-44
72%
17%
10%
14%
45-54
74%
13%
6%
15%
55+
79%
12%
4%
12%
71%
14%
7%
18%
Completed Secondary
72%
18%
8%
15%
(Post-)Graduate
72%
20%
10%
13%
Very difficult
66%
19%
11%
21%
Fairly difficult
71%
17%
9%
15%
Fairly easy
72%
19%
9%
14%
Very easy
74%
19%
10%
12%
Bought
services
tangible
goods
71%
18%
9%
15%
65%
29%
18%
18%
72%
19%
10%
15%
70%
23%
13%
14%
72%
19%
9%
15%
Very Low users
69%
13%
10%
17%
Low Users
72%
17%
6%
16%
High Users
73%
18%
8%
15%
Very High Users
70%
24%
12%
13%
Metropolitan zone
67%
22%
11%
15%
73%
18%
9%
14%
Rural zone
74%
15%
7%
16%

year
62%
29%
14%
13%
73%
17%
9%
14%

Used or accessed
content
digital

75%
13%
7%
17%
Services from (ordered online but used offline)? Cosmetics & healthcare products (EU28 N=13130)
380
cosmetics & healthcare products, by country
Domestic
Crossborder
inside
EU
Crossborder
outside
EU
I don't
know
EU28
71%
18%
9%
15%
AT
53%
45%
7%
13%
BE
58%
35%
5%
15%
BG
69%
19%
7%
12%
CY
29%
52%
24%
18%
CZ
77%
13%
7%
10%
DE
77%
13%
7%
13%
DK
66%
24%
12%
16%
EE
73%
25%
10%
11%
EL
70%
20%
14%
10%
ES
58%
27%
13%
19%
FI
65%
26%
11%
13%
FR
71%
17%
11%
19%
HR
60%
27%
18%
15%
HU
68%
15%
8%
14%
IE
38%
54%
13%
15%
IT
64%
25%
10%
18%
LT
72%
15%
11%
12%
LU
19%
75%
8%
15%
LV
64%
25%
13%
10%
MT
10%
73%
25%
8%
NL
77%
14%
8%
14%
PL
79%
12%
6%
14%
PT
56%
27%
11%
17%
RO
73%
15%
6%
14%
SE
73%
20%
10%
14%
SI
75%
18%
11%
15%
SK
66%
20%
6%
16%
UK
78%
15%
12%
14%
IS
61%
14%
21%
14%
NO
65%
28%
21%
15%
Services from (ordered online but used offline)? Cosmetics & healthcare products (EU28 N=13130)
381
Table V.45 Origin of purchasing of tangible goods and services in the past year: toys &
childcare articles, by socio-demographics
Domestic
Crossborder
inside
EU
Crossborder
outside
EU
I don't
know
EU28
68%
20%
11%
17%
EU15
66%
21%
12%
17%
EU13
73%
15%
8%
14%
Male
65%
23%
13%
16%
Female
70%
17%
9%
17%
18-24
52%
32%
20%
23%
25-34
66%
24%
13%
15%
35-44
71%
20%
10%
15%
45-54
71%
13%
7%
16%
55+
74%
10%
5%
17%
67%
16%
8%
19%
Completed Secondary
69%
18%
10%
17%
(Post-)Graduate
68%
22%
12%
14%
Very difficult
63%
20%
13%
19%
Fairly difficult
67%
18%
11%
17%
Fairly easy
70%
21%
11%
15%
Very easy
67%
22%
9%
16%
Bought
services
tangible
goods
68%
20%
11%
17%
61%
31%
21%
19%
68%
20%
11%
16%
66%
25%
15%
15%
68%
20%
11%
16%
Very Low users
65%
15%
10%
20%
Low Users
71%
17%
8%
17%
High Users
71%
20%
10%
15%
Very High Users
64%
25%
15%
16%
Metropolitan zone
63%
25%
14%
15%
70%
18%
11%
16%
Rural zone
70%
16%
8%
19%

year
57%
31%
16%
16%
69%
19%
10%
16%

Used or accessed
content
digital

74%
13%
8%
18%
Services from (ordered online but used offline)? Toys & childcare articles (EU28 N=9859)
382
Table V.46 Origin of purchasing of tangible goods and services in the past year: toys &
childcare articles, by country
Domestic
Crossborder
inside
EU
Crossborder
outside
EU
I don't
know
EU28
68%
20%
11%
17%
AT
40%
57%
7%
14%
BE
60%
39%
6%
16%
BG
67%
18%
12%
13%
CY
21%
49%
28%
25%
CZ
76%
11%
7%
11%
DE
76%
14%
7%
17%
DK
72%
21%
9%
15%
EE
67%
31%
17%
9%
EL
62%
22%
16%
16%
ES
56%
26%
15%
17%
FI
71%
26%
8%
14%
FR
62%
21%
14%
23%
HR
56%
26%
23%
12%
HU
68%
15%
8%
16%
IE
50%
45%
18%
14%
IT
58%
29%
13%
17%
LT
70%
18%
10%
15%
LU
17%
81%
6%
11%
LV
60%
21%
19%
10%
MT
7%
68%
25%
11%
NL
78%
11%
8%
15%
PL
78%
13%
6%
14%
PT
56%
25%
13%
18%
RO
73%
15%
8%
13%
SE
72%
16%
11%
14%
SI
64%
19%
17%
18%
SK
62%
19%
8%
20%
UK
73%
17%
14%
15%
IS
42%
22%
35%
8%
NO
65%
20%
21%
19%
Services from (ordered online but used offline)? Toys & childcare articles (EU28 N=9859)
383
Table V.47 Origin of purchasing of tangible goods and services in the past year: sports &
outdoor equipment, by socio-demographics
Domestic
Crossborder
inside
EU
Crossborder
outside
EU
I don't
know
EU28
64%
21%
11%
17%
EU15
64%
22%
12%
18%
EU13
67%
17%
9%
16%
Male
65%
23%
12%
16%
Female
64%
19%
9%
18%
18-24
59%
27%
18%
21%
25-34
60%
25%
13%
19%
35-44
66%
22%
11%
15%
45-54
66%
18%
7%
15%
55+
73%
12%
5%
17%
64%
17%
9%
19%
Completed Secondary
64%
20%
10%
18%
(Post-)Graduate
65%
24%
12%
15%
Very difficult
57%
20%
15%
22%
Fairly difficult
63%
21%
11%
18%
Fairly easy
67%
21%
10%
15%
Very easy
66%
24%
9%
16%
Bought
services
tangible
goods
64%
21%
11%
17%
59%
32%
21%
19%
65%
22%
11%
17%
64%
26%
14%
16%
65%
22%
11%
17%
Very Low users
61%
17%
11%
21%
Low Users
66%
19%
8%
17%
High Users
66%
21%
9%
18%
Very High Users
64%
26%
14%
15%
Metropolitan zone
61%
24%
14%
17%
65%
22%
10%
17%
Rural zone
69%
17%
8%
18%

year
58%
30%
15%
16%
67%
20%
9%
16%

Used or accessed
content
digital

68%
15%
9%
20%
Services from (ordered online but used offline)? Sports & outdoor equipment (EU28 N=9793)
384
Table V.48 Origin of purchasing of tangible goods and services in the past year: sports &
outdoor equipment, by country
Domestic
Crossborder
inside
EU
Crossborder
outside
EU
I don't
know
EU28
64%
21%
11%
17%
AT
46%
46%
8%
17%
BE
55%
36%
6%
17%
BG
50%
33%
13%
13%
CY
27%
48%
29%
18%
CZ
74%
13%
6%
11%
DE
74%
12%
6%
17%
DK
67%
18%
9%
21%
EE
42%
40%
17%
15%
EL
55%
30%
15%
15%
ES
55%
29%
18%
16%
FI
73%
17%
7%
15%
FR
63%
23%
14%
22%
HR
47%
26%
24%
20%
HU
61%
15%
9%
19%
IE
29%
52%
15%
21%
IT
52%
28%
13%
19%
LT
59%
25%
11%
17%
LU
16%
82%
7%
12%
LV
51%
36%
17%
10%
MT
9%
76%
17%
10%
NL
65%
19%
13%
21%
PL
73%
14%
7%
15%
PT
49%
27%
13%
21%
RO
67%
16%
9%
17%
SE
69%
18%
12%
13%
SI
58%
28%
15%
12%
SK
56%
22%
9%
21%
UK
72%
21%
11%
15%
IS
36%
26%
37%
5%
NO
61%
23%
16%
19%
Services from (ordered online but used offline)? Sports & outdoor equipment (EU28 N=9793)
385
Table V.49 Origin of purchasing of tangible goods and services in the past year: nonelectrical household goods & interior design, by socio-demographics
Domestic
Crossborder
inside
EU
Crossborder
outside
EU
I don't
know
EU28
66%
17%
10%
18%
EU15
65%
18%
11%
19%
EU13
69%
14%
9%
16%
Male
66%
18%
12%
17%
Female
67%
16%
9%
19%
18-24
57%
23%
16%
23%
25-34
64%
21%
13%
17%
35-44
66%
18%
11%
17%
45-54
69%
12%
7%
18%
55+
72%
11%
5%
18%
66%
15%
7%
20%
Completed Secondary
67%
16%
10%
18%
(Post-)Graduate
66%
19%
11%
17%
Very difficult
61%
17%
12%
21%
Fairly difficult
64%
17%
11%
19%
Fairly easy
68%
17%
10%
17%
Very easy
69%
17%
10%
15%
Bought
services
tangible
goods
66%
17%
10%
18%
60%
28%
20%
18%
66%
18%
11%
18%
65%
22%
13%
16%
66%
17%
10%
18%
Very Low users
63%
13%
10%
22%
Low Users
67%
15%
8%
19%
High Users
71%
15%
9%
17%
Very High Users
63%
24%
13%
16%
Metropolitan zone
62%
21%
12%
18%
67%
17%
10%
18%
Rural zone
69%
13%
9%
19%

year
58%
28%
16%
15%
69%
16%
8%
17%

Used or accessed
content
digital

69%
11%
8%
21%
Services from (ordered online but used offline)? Non-electrical household goods & interior design (EU28
N=11855)
386
Table V.50 Origin of purchasing of tangible goods and services in the past year: nonelectrical household goods & interior design, by country
Domestic
Crossborder
inside
EU
Crossborder
outside
EU
I don't
know
EU28
66%
17%
10%
18%
AT
49%
45%
8%
13%
BE
53%
36%
7%
19%
BG
60%
16%
14%
17%
CY
20%
49%
39%
25%
CZ
76%
12%
7%
10%
DE
77%
10%
4%
16%
DK
68%
14%
8%
22%
EE
66%
19%
17%
12%
EL
58%
20%
18%
16%
ES
50%
26%
19%
18%
FI
70%
18%
11%
14%
FR
58%
22%
12%
26%
HR
51%
20%
28%
21%
HU
61%
15%
10%
18%
IE
41%
46%
18%
15%
IT
50%
26%
14%
22%
LT
66%
13%
14%
18%
LU
11%
77%
10%
13%
LV
55%
20%
21%
15%
MT
10%
60%
31%
12%
NL
72%
13%
8%
18%
PL
74%
12%
7%
15%
PT
49%
23%
14%
23%
RO
70%
12%
7%
16%
SE
66%
16%
10%
18%
SI
60%
20%
15%
18%
SK
63%
17%
9%
19%
UK
74%
12%
12%
17%
IS
55%
19%
31%
17%
NO
61%
24%
13%
22%
Services from (ordered online but used offline)? Non-electrical household goods & interior design (EU28
N=11855)
387
Table V.51 Origin of purchasing of tangible goods and services in the past year: travel
services, by socio-demographics
Domestic
Crossborder
inside
EU
Crossborder
outside
EU
I don't
know
EU28
69%
21%
9%
16%
EU15
69%
21%
10%
16%
EU13
69%
21%
7%
13%
Male
68%
22%
11%
15%
Female
69%
19%
7%
17%
18-24
60%
31%
16%
19%
25-34
64%
26%
11%
16%
35-44
69%
21%
9%
16%
45-54
72%
17%
6%
15%
55+
76%
13%
5%
14%
69%
15%
8%
17%
Completed Secondary
70%
18%
8%
17%
(Post-)Graduate
69%
24%
10%
15%
Very difficult
62%
20%
12%
20%
Fairly difficult
69%
19%
8%
17%
Fairly easy
70%
22%
9%
14%
Very easy
68%
23%
11%
15%
Bought
services
tangible
goods
69%
21%
9%
16%
62%
32%
19%
18%
69%
21%
9%
15%
68%
26%
13%
14%
69%
21%
9%
15%
Very Low users
65%
16%
9%
18%
Low Users
70%
19%
7%
18%
High Users
71%
20%
9%
15%
Very High Users
67%
27%
11%
14%
Metropolitan zone
66%
25%
10%
16%
70%
20%
10%
15%
Rural zone
70%
17%
8%
17%

year
59%
35%
16%
14%
70%
21%
8%
15%

Used or accessed
content
digital

74%
10%
6%
18%
Services from (ordered online but used offline)? Travel services (EU28 N=15034)
388
Table V.52 Origin of purchasing of tangible goods and services in the past year: travel
services, by country
Domestic
Crossborder
inside
EU
Crossborder
outside
EU
I don't
know
EU28
69%
21%
9%
16%
AT
53%
45%
7%
12%
BE
60%
37%
5%
16%
BG
74%
16%
3%
12%
CY
45%
56%
10%
16%
CZ
73%
18%
6%
10%
DE
74%
14%
9%
15%
DK
70%
24%
7%
16%
EE
74%
30%
7%
9%
EL
69%
23%
8%
12%
ES
67%
21%
8%
18%
FI
74%
23%
7%
12%
FR
67%
21%
13%
20%
HR
70%
28%
8%
10%
HU
72%
13%
7%
13%
IE
63%
41%
12%
13%
IT
59%
25%
10%
21%
LT
62%
37%
7%
10%
LU
23%
79%
10%
11%
LV
53%
42%
7%
14%
MT
29%
73%
9%
9%
NL
74%
19%
9%
15%
PL
70%
20%
7%
14%
PT
66%
22%
6%
15%
RO
67%
21%
8%
14%
SE
72%
18%
7%
16%
SI
66%
29%
12%
11%
SK
64%
20%
6%
18%
UK
75%
18%
12%
13%
IS
60%
48%
18%
5%
NO
75%
25%
10%
16%
Services from (ordered online but used offline)? Travel services (EU28 N=15034)
389
Table V.53 Origin of purchasing of tangible goods and services in the past year: online
reservations of offline leisure, by socio-demographics
Domestic
Crossborder
inside
EU
Crossborder
outside
EU
I don't
know
EU28
75%
14%
7%
15%
EU15
75%
15%
8%
15%
EU13
78%
11%
5%
12%
Male
74%
16%
9%
14%
Female
76%
12%
5%
15%
18-24
67%
22%
12%
19%
25-34
71%
18%
9%
16%
35-44
75%
14%
6%
14%
45-54
81%
9%
4%
13%
55+
82%
8%
4%
12%
72%
12%
5%
18%
Completed Secondary
76%
12%
7%
15%
(Post-)Graduate
76%
15%
7%
13%
Very difficult
68%
15%
8%
19%
Fairly difficult
74%
14%
6%
15%
Fairly easy
77%
14%
7%
13%
Very easy
76%
14%
8%
14%
Bought
services
tangible
goods
75%
14%
7%
15%
68%
25%
16%
17%
75%
14%
7%
14%
73%
19%
11%
14%
76%
14%
7%
14%
Very Low users
72%
11%
6%
17%
Low Users
76%
11%
6%
16%
High Users
79%
12%
7%
13%
Very High Users
72%
19%
9%
14%
Metropolitan zone
74%
17%
8%
14%
76%
13%
7%
14%
Rural zone
76%
12%
6%
17%

year
68%
25%
11%
12%
78%
12%
6%
14%

Used or accessed
content
digital

78%
8%
5%
17%
Services from (ordered online but used offline)? Online reservations of offline leisure (EU28 N=14404)
390
Table V.54 Origin of purchasing of tangible goods and services in the past year: online
reservations of offline leisure, by country
Domestic
Crossborder
inside
EU
Crossborder
outside
EU
I don't
know
EU28
75%
14%
7%
15%
AT
67%
25%
7%
13%
BE
82%
15%
2%
10%
BG
82%
9%
4%
9%
CY
56%
41%
9%
20%
CZ
80%
8%
5%
10%
DE
78%
10%
4%
16%
DK
83%
10%
3%
13%
EE
91%
8%
4%
5%
EL
78%
13%
5%
11%
ES
69%
19%
8%
15%
FI
86%
9%
4%
9%
FR
69%
19%
12%
20%
HR
85%
11%
7%
9%
HU
78%
9%
5%
12%
IE
71%
24%
10%
9%
IT
64%
21%
8%
17%
LT
85%
8%
2%
10%
LU
60%
54%
4%
8%
LV
81%
11%
4%
10%
MT
72%
40%
3%
5%
NL
83%
11%
6%
13%
PL
79%
10%
4%
14%
PT
80%
11%
4%
11%
RO
73%
14%
6%
14%
SE
78%
11%
6%
14%
SI
81%
13%
6%
11%
SK
70%
15%
6%
15%
UK
80%
12%
11%
13%
IS
89%
17%
5%
4%
NO
76%
17%
9%
15%
Services from (ordered online but used offline)? Online reservations of offline leisure (EU28 N=14404)
391
Table V.55 Origin of purchasing of tangible goods and services in the past year: other, by
socio-demographics
Domestic
Crossborder
inside
EU
Crossborder
outside
EU
I don't
know
EU28
60%
19%
15%
25%
EU15
59%
21%
15%
26%
EU13
63%
14%
11%
24%
Male
59%
21%
16%
24%
Female
61%
17%
13%
27%
18-24
50%
26%
24%
31%
25-34
56%
23%
18%
26%
35-44
60%
20%
14%
25%
45-54
63%
15%
10%
25%
55+
69%
13%
9%
21%
62%
18%
11%
24%
Completed Secondary
60%
18%
15%
26%
(Post-)Graduate
60%
21%
15%
24%
Very difficult
55%
21%
15%
31%
Fairly difficult
59%
18%
15%
26%
Fairly easy
62%
20%
15%
24%
Very easy
64%
19%
13%
22%
Bought
services
tangible
goods
60%
19%
15%
25%
53%
30%
27%
28%
60%
19%
15%
25%
58%
25%
19%
25%
60%
19%
15%
25%
Very Low users
59%
15%
12%
25%
Low Users
62%
18%
13%
26%
High Users
61%
18%
14%
26%
Very High Users
57%
23%
19%
25%
Metropolitan zone
56%
22%
17%
25%
61%
19%
14%
26%

Used or accessed
content
digital
Rural zone
63%
17%
12%
25%
392
Table V.56 Origin of purchasing of tangible goods and services in the past year: other, by
country
Domestic
Crossborder
inside
EU
Crossborder
outside
EU
I don't
know
EU28
60%
19%
15%
25%
AT
42%
44%
12%
26%
BE
46%
38%
11%
25%
BG
58%
16%
17%
24%
CY
30%
24%
36%
40%
CZ
66%
12%
10%
19%
DE
71%
13%
11%
21%
DK
64%
24%
13%
24%
EE
58%
24%
18%
21%
EL
47%
20%
21%
28%
ES
51%
24%
21%
26%
FI
60%
24%
16%
22%
FR
55%
22%
20%
33%
HR
52%
19%
25%
32%
HU
61%
15%
13%
23%
IE
33%
42%
27%
30%
IT
45%
29%
16%
32%
LT
63%
14%
18%
21%
LU
16%
74%
13%
25%
LV
54%
23%
16%
26%
MT
19%
51%
28%
26%
NL
66%
17%
13%
24%
PL
68%
12%
9%
23%
PT
47%
17%
17%
33%
RO
65%
12%
10%
24%
SE
64%
20%
16%
23%
SI
54%
26%
16%
28%
SK
54%
17%
9%
28%
UK
64%
17%
16%
23%
IS
25%
23%
41%
23%
NO
58%
24%
23%
20%
393
Table V.57 Total amount spent on tangible goods and services, by socio-demographics
Average
in euros
EU28
760
EU15
803
EU13
575
Male
799
Female
720
18-24
581
25-34
755
35-44
817
45-54
797
55+
769
666
Completed Secondary
661
(Post-)Graduate
916
Very difficult
436
Fairly difficult
620
Fairly easy
904
Very easy
1.207
Bought
services
tangible
goods
760
889
775

Used or
accessed
content
883
digital
777
Very Low users
651
Low Users
731
High Users
797
Very High Users
856
Metropolitan zone
795
743
Rural zone
742

year
1.059
914

515
Source: Core survey Q2d: How much money have you spent IN TOTAL on online purchases of tangible goods or
services (ordered online but used offline) over the last 12 months? (EU28 N=21330)
394
Table V.58 Total amount spent on tangible goods and services, by country
Average
in euros
EU28
760
AT
943
BE
866
BG
549
CY
709
CZ
543
DE
944
DK
872
EE
570
EL
647
ES
628
FI
784
FR
814
HR
469
HU
322
IE
798
IT
627
LT
573
LU
1.416
LV
458
MT
979
NL
731
PL
659
PT
457
RO
585
SE
798
SI
517
SK
629
UK
878
IS
866
NO
869
Source: Core survey Q2d: How much money have you spent IN TOTAL on online purchases of tangible goods or
services (ordered online but used offline) over the last 12 months? (EU28 N=21330)
395
Table V.59 Amount spent on purchase of tangible goods and services from another EUcountry, by socio-demographics
Average
in euros
EU28
244
EU15
247
EU13
230
Male
262
Female
223
18-24
177
25-34
245
35-44
272
45-54
280
55+
227
190
Completed Secondary
220
(Post-)Graduate
284
Very difficult
147
Fairly difficult
202
Fairly easy
281
Very easy
361
Bought
services
tangible
goods
244
283
246

Used or
accessed
content
266
digital
246
Very Low users
198
Low Users
226
High Users
245
Very High Users
278
Metropolitan zone
264
234
Rural zone
228

year
347
261

138
Source: Core survey Q2e: Of the total amount that you spent online on tangible goods or services (ordered
online but used offline) in the past 12 months, how much was spent on purchases FROM SELLERS BASED IN
ANOTHER EU COUNTRY? (EU28 N=11803)
396
Table V.60 Amount spent on purchase of tangible goods and services from another EUcountry, by country
Average
in euros
EU28
244
AT
450
BE
361
BG
207
CY
360
CZ
201
DE
240
DK
283
EE
265
EL
227
ES
198
FI
280
FR
224
HR
192
HU
127
IE
365
IT
231
LT
293
LU
633
LV
225
MT
462
NL
235
PL
244
PT
208
RO
280
SE
228
SI
228
SK
240
UK
239
IS
366
NO
270
Source: Core survey Q2e: Of the total amount that you spent online on tangible goods or services (ordered
online but used offline) in the past 12 months, how much was spent on purchases FROM SELLERS BASED IN
ANOTHER EU COUNTRY? (EU28 N=11803)
397
Table V.61 Amount spent on purchase of tangible goods and services from outside the
EU, by socio-demographics
Average
Cross-border outside EU in euros
EU28
150
EU15
153
EU13
139
Male
157
Female
143
18-24
119
25-34
145
35-44
171
45-54
157
55+
167
114
Completed Secondary
145
(Post-)Graduate
170
Very difficult
83
Fairly difficult
129
Fairly easy
180
Very easy
185
Bought
services
tangible
goods
150
151
152

Used or accessed
content
158
digital
152
Very Low users
122
Low Users
120
High Users
159
Very High Users
174
Metropolitan zone
156
151
Rural zone
140

year
188
161

103
Source: Core survey Q2f: Of the total amount that you spent online on tangible goods or services (ordered
online but used offline) in the past 12 months, how much was spent on purchases FROM SELLERS BASED
OUTSIDE THE EU? (EU28 N=6266)
398
Table V.62 Amount spent on purchase of tangible goods and services from outside the
EU, by country
Average
in euros
EU28
150
AT
174
BE
141
BG
162
CY
225
CZ
153
DE
171
DK
182
EE
175
EL
165
ES
102
FI
182
FR
152
HR
116
HU
80
IE
183
IT
157
LT
211
LU
259
LV
114
MT
208
NL
145
PL
136
PT
126
RO
171
SE
158
SI
111
SK
120
UK
163
IS
289
NO
137
Source: Core survey Q2f: Of the total amount that you spent online on tangible goods or services (ordered
online but used offline) in the past 12 months, how much was spent on purchases FROM SELLERS BASED
OUTSIDE THE EU? (EU28 N=6266)
399
Table V.63 Usage of online services in the past year: overview

Categories
% Used something
Communication services
88%
Participation in social networks
82%
55%
62%
Other
52%
Source Core Survey Q3a: Over the last 12 months, how many times on average have you used the following
online services (including both paid and free services)? (EU28 N = 22848)
400
Table V.64 Frequency of usage of online services in the past year: communication
services, by socio-demographics
At least
once a
day
At least
once a
week
At least
once a
month
At least once
every three
months
At least once
in the last 12
months
Never
EU28
62%
14%
7%
3%
3%
12%
EU15
61%
13%
7%
3%
3%
14%
EU13
64%
16%
7%
3%
4%
7%
Male
59%
14%
8%
4%
3%
12%
Female
64%
13%
5%
3%
3%
12%
18-24
69%
14%
8%
3%
2%
5%
25-34
67%
14%
7%
3%
2%
7%
35-44
64%
14%
6%
3%
3%
10%
45-54
58%
14%
7%
3%
3%
15%
55+
53%
13%
6%
3%
4%
22%
53%
14%
6%
3%
4%
20%
64%
14%
7%
2%
3%
11%
(Post-)Graduate
64%
14%
7%
4%
3%
9%
Very difficult
64%
12%
5%
3%
2%
14%
Fairly difficult
63%
13%
6%
3%
3%
12%
Fairly easy
62%
14%
8%
3%
3%
11%
Very easy
59%
16%
6%
4%
2%
13%
63%
14%
7%
3%
3%
11%
65%
17%
9%
4%
3%
2%
66%
15%
7%
3%
3%
6%
65%
16%
8%
4%
3%
5%
64%
14%
7%
3%
3%
9%
Very Low users
16%
18%
13%
7%
7%
39%
Low Users
63%
18%
7%
3%
3%
6%
High Users
82%
10%
4%
2%
1%
3%
Very High Users
85%
9%
3%
1%
1%
1%
Metropolitan zone
Other
town
/
urban centre
65%
14%
7%
4%
2%
9%
62%
14%
7%
3%
3%
12%
Rural zone
57%
13%
6%
3%
3%
17%
Primary / Partial
Secondary
Completed
Secondary
Bought
tangible
goods / services
Paid for online
services
Used
online
services
Paid for digital
content
Used or accessed
digital content
Daily - At least a
few times a year
60%
18%
9%
4%
2%
7%
At least once a
year
64%
13%
7%
3%
3%
10%
Less than once a
year / Never
60%
12%
5%
3%
3%
16%
Source Core Survey Q3a.1: Over the last 12 months, how many times on average have you used the following
401
Table V.65 Frequency of usage of online services in the past year: communication
services, by country
At least
once every
three
months
At least
once in the
last 12
months
Never
At least
once a day
At least
once a week
At least
once a
month
EU28
62%
14%
7%
3%
3%
12%
AT
60%
16%
5%
3%
5%
12%
BE
69%
12%
4%
3%
3%
10%
BG
71%
16%
5%
2%
2%
4%
CY
66%
15%
6%
3%
2%
9%
CZ
56%
19%
6%
4%
4%
10%
DE
55%
14%
6%
3%
3%
18%
DK
58%
13%
5%
3%
3%
18%
EE
81%
9%
3%
2%
2%
4%
EL
78%
9%
4%
3%
2%
4%
ES
76%
10%
6%
2%
2%
5%
FI
65%
16%
5%
3%
3%
9%
FR
52%
13%
7%
4%
4%
21%
HR
80%
10%
3%
2%
2%
3%
HU
66%
15%
6%
2%
3%
7%
IE
69%
13%
7%
4%
4%
4%
IT
72%
12%
5%
2%
1%
7%
LT
73%
12%
5%
2%
2%
6%
LU
75%
11%
4%
2%
2%
6%
LV
60%
16%
6%
3%
5%
10%
MT
81%
8%
2%
3%
1%
5%
NL
63%
12%
5%
2%
2%
17%
PL
59%
16%
8%
4%
5%
8%
PT
83%
8%
3%
1%
2%
3%
RO
65%
15%
6%
4%
3%
8%
SE
60%
14%
7%
3%
4%
13%
SI
80%
9%
4%
1%
1%
5%
SK
66%
17%
7%
2%
2%
6%
UK
54%
17%
10%
3%
2%
14%
IS
64%
18%
3%
2%
4%
10%
NO
54%
17%
6%
3%
5%
14%
402
Table V.66 Frequency of usage of online services in the past year: participation in social
networks, by socio-demographics
At least
At least
once every
once in
three
the last 12
months
months
At least
once a day
At least
once a
week
At least
once a
month
EU28
53%
16%
6%
3%
3%
18%
EU15
50%
17%
7%
3%
3%
20%
EU13
67%
13%
6%
3%
3%
9%
Male
47%
18%
8%
4%
4%
19%
Female
60%
14%
5%
3%
2%
17%
18-24
70%
12%
7%
4%
2%
6%
25-34
62%
16%
7%
3%
3%
10%
35-44
56%
16%
7%
4%
3%
15%
45-54
48%
18%
6%
3%
3%
23%
55+
38%
17%
6%
3%
4%
33%
46%
16%
6%
3%
3%
26%
57%
15%
6%
3%
2%
16%
(Post-)Graduate
53%
18%
7%
4%
3%
16%
Very difficult
59%
14%
6%
3%
3%
16%
Fairly difficult
56%
15%
6%
3%
3%
17%
Fairly easy
51%
17%
7%
3%
3%
19%
Very easy
46%
20%
7%
4%
3%
20%
54%
16%
7%
3%
3%
17%
56%
19%
10%
5%
3%
8%
57%
17%
7%
4%
3%
12%
56%
18%
9%
4%
3%
11%
55%
17%
7%
3%
3%
15%
Very Low users
10%
20%
11%
6%
7%
47%
Low Users
49%
23%
8%
3%
2%
15%
High Users
74%
11%
4%
2%
2%
7%
Very High Users
81%
11%
4%
2%
1%
3%
Metropolitan zone
Other
town
/
urban centre
55%
17%
7%
4%
3%
14%
54%
17%
6%
3%
3%
18%
Rural zone
50%
15%
6%
3%
3%
23%
Primary / Partial
Secondary
Completed
Secondary
Bought
tangible
goods / services
Paid for online
services
Used
online
services
Paid for digital
content
Used or accessed
digital content
Never
Daily - At least a
few times a year
52%
20%
10%
4%
2%
12%
At least once a
year
55%
16%
7%
3%
3%
16%
Less than once a
year / Never
53%
15%
5%
3%
3%
22%
403
Table V.67 Frequency of usage of online services in the past year: participation in social
networks, by country
At least
once every
three
months
At least
once in the
last 12
months
Never
At least
once a day
At least
once a week
At least
once a
month
EU28
53%
16%
6%
3%
3%
18%
AT
47%
20%
6%
2%
3%
21%
BE
63%
14%
4%
2%
2%
15%
BG
74%
11%
4%
3%
2%
7%
CY
70%
9%
4%
1%
1%
16%
CZ
55%
19%
6%
4%
5%
11%
DE
38%
21%
6%
4%
3%
28%
DK
59%
12%
6%
3%
2%
18%
EE
67%
12%
4%
2%
3%
12%
EL
75%
9%
5%
3%
2%
6%
ES
60%
15%
8%
4%
2%
11%
FI
51%
16%
6%
2%
3%
21%
FR
46%
16%
8%
4%
3%
24%
HR
71%
10%
5%
3%
2%
9%
HU
72%
12%
5%
2%
3%
7%
IE
63%
13%
6%
4%
3%
11%
IT
59%
16%
7%
3%
3%
13%
LT
69%
12%
3%
2%
3%
11%
LU
59%
13%
3%
1%
2%
22%
LV
57%
12%
6%
3%
5%
18%
MT
80%
5%
4%
3%
2%
8%
NL
54%
15%
7%
2%
2%
20%
PL
66%
14%
7%
3%
3%
8%
PT
74%
12%
4%
2%
2%
7%
RO
71%
10%
6%
3%
3%
8%
SE
55%
14%
5%
3%
4%
19%
SI
84%
7%
2%
2%
1%
4%
SK
62%
15%
5%
3%
3%
11%
UK
47%
18%
7%
3%
3%
22%
IS
76%
8%
2%
1%
1%
12%
404
Table V.68 Frequency of usage of online services in the past year: storage and transfer of
files, by socio-demographics
At least
once a
day
At least
once a
week
At least
once a
month
At least once
every three
months
At least once
in the last 12
months
Never
EU28
10%
15%
14%
8%
9%
45%
EU15
9%
15%
14%
8%
8%
46%
EU13
12%
14%
14%
9%
10%
40%
Male
11%
16%
14%
8%
8%
43%
8%
13%
14%
9%
9%
47%
18-24
14%
22%
20%
10%
9%
25%
25-34
14%
18%
16%
10%
9%
33%
35-44
10%
16%
15%
8%
9%
42%
45-54
7%
11%
12%
8%
8%
54%
55+
5%
8%
10%
7%
9%
62%
7%
10%
11%
7%
8%
58%
8%
13%
14%
7%
9%
49%
(Post-)Graduate
11%
17%
15%
10%
9%
37%
Very difficult
11%
12%
10%
7%
9%
52%
Fairly difficult
8%
14%
14%
8%
9%
48%
Fairly easy
10%
16%
15%
9%
9%
41%
Very easy
13%
18%
14%
8%
7%
40%
10%
15%
14%
9%
9%
43%
17%
24%
18%
10%
9%
22%
10%
16%
15%
9%
9%
41%
15%
21%
19%
10%
9%
27%
10%
15%
15%
9%
9%
42%
Very Low users
0%
4%
9%
7%
9%
71%
Low Users
1%
12%
16%
11%
11%
50%
High Users
6%
18%
16%
9%
10%
41%
Very High Users
29%
25%
15%
7%
5%
19%
Metropolitan zone
Other
town
/
urban centre
13%
17%
16%
9%
9%
37%
9%
15%
14%
8%
9%
45%
6%
11%
12%
8%
8%
55%
Female
Primary / Partial
Secondary
Completed
Secondary
Bought
tangible
goods / services
Paid for online
services
Used
online
services
Paid for digital
content
Used or accessed
digital content
Rural zone
Daily - At least a
few times a year
17%
24%
18%
9%
7%
26%
At least once a
year
9%
15%
16%
9%
9%
41%
Less than once a
year / Never
6%
10%
11%
8%
9%
56%
405
Table V.69 Frequency of usage of online services in the past year: storage and transfer of
files, by country
At least
once a
day
At least
once a
week
At least
once a
month
At least once
every three
months
At least once in
the last 12
months
Never
10%
15%
14%
8%
9%
45%
AT
8%
15%
15%
8%
12%
43%
BE
9%
12%
12%
10%
11%
46%
BG
15%
15%
15%
8%
9%
39%
CY
13%
10%
8%
9%
6%
55%
CZ
10%
13%
13%
8%
11%
45%
DE
8%
14%
13%
7%
8%
50%
DK
9%
13%
14%
8%
10%
48%
EE
12%
13%
11%
6%
11%
48%
EL
14%
16%
14%
11%
12%
33%
ES
13%
16%
18%
9%
7%
37%
FI
5%
12%
10%
7%
12%
53%
FR
7%
12%
12%
9%
7%
54%
HR
11%
16%
14%
9%
11%
39%
HU
12%
14%
14%
6%
11%
43%
IE
10%
16%
16%
8%
11%
38%
IT
10%
17%
14%
9%
10%
41%
LT
11%
15%
12%
7%
9%
47%
LU
15%
12%
12%
9%
12%
40%
LV
8%
6%
10%
8%
11%
58%
MT
22%
17%
15%
7%
6%
33%
NL
7%
10%
13%
8%
8%
54%
PL
13%
15%
14%
10%
10%
37%
PT
16%
17%
16%
9%
10%
32%
RO
14%
15%
14%
10%
10%
37%
SE
7%
13%
13%
8%
10%
50%
SI
11%
19%
16%
12%
8%
34%
SK
9%
12%
16%
8%
9%
45%
UK
8%
17%
16%
8%
8%
44%
IS
16%
16%
11%
10%
11%
36%
EU28
NO
10%
14%
14%
9%
12%
42%
406
Table V.70 Frequency of usage of online services in the past year: web-based software
applications, by socio-demographics
At least
At least
once every
once in
three
the last 12
months
months
At least
once a day
At least
once a
week
At least
once a
month
EU28
20%
16%
12%
7%
8%
38%
EU15
17%
16%
12%
7%
8%
41%
EU13
30%
17%
12%
7%
9%
25%
Male
19%
17%
13%
7%
8%
36%
Female
20%
15%
10%
7%
8%
40%
18-24
22%
22%
16%
10%
8%
22%
25-34
20%
20%
14%
8%
8%
29%
35-44
21%
15%
12%
7%
8%
37%
45-54
19%
13%
9%
6%
9%
45%
55+
17%
12%
8%
5%
7%
51%
17%
12%
10%
6%
7%
48%
19%
15%
12%
6%
9%
39%
(Post-)Graduate
21%
18%
12%
8%
8%
34%
Very difficult
24%
13%
9%
5%
8%
41%
Fairly difficult
19%
15%
12%
7%
8%
39%
Fairly easy
19%
17%
13%
7%
9%
36%
Very easy
23%
17%
11%
8%
6%
35%
20%
16%
12%
7%
8%
36%
28%
23%
16%
8%
7%
17%
21%
17%
13%
8%
9%
34%
24%
21%
15%
9%
7%
24%
21%
17%
12%
7%
8%
35%
1%
6%
10%
7%
9%
68%
Low Users
7%
16%
14%
9%
11%
43%
High Users
25%
18%
12%
7%
8%
30%
Very High Users
46%
23%
11%
5%
4%
12%
Metropolitan zone
Other
town
/
urban centre
21%
18%
14%
8%
8%
32%
20%
16%
11%
7%
8%
38%
Primary / Partial
Secondary
Completed
Secondary
Bought
tangible
goods / services
Paid for online
services
Used
online
services
Paid for digital
content
Used or accessed
digital content
Very Low users
Never
Rural zone
18%
12%
10%
6%
8%
46%
Daily - At least a
few times a year
26%
22%
17%
7%
7%
22%
At least once a
year
20%
17%
12%
8%
9%
35%
Less than once a
year / Never
17%
12%
9%
7%
8%
47%
407
Table V.71 Frequency of usage of online services in the past year: web-based software
applications, by country
At least
once every
three
months
At least
once in the
last 12
months
Never
At least
once a day
At least
once a week
At least
once a
month
EU28
20%
16%
12%
7%
8%
38%
AT
18%
16%
7%
6%
7%
45%
BE
17%
14%
11%
8%
9%
41%
BG
41%
15%
9%
6%
7%
23%
CY
33%
13%
8%
5%
7%
35%
CZ
32%
17%
12%
7%
8%
24%
DE
14%
15%
11%
7%
8%
47%
DK
24%
16%
8%
5%
6%
41%
EE
31%
18%
9%
6%
7%
30%
EL
23%
14%
12%
8%
13%
30%
ES
17%
17%
15%
10%
7%
34%
FI
18%
15%
10%
7%
11%
40%
FR
12%
14%
11%
8%
8%
48%
HR
40%
15%
10%
7%
9%
19%
HU
38%
17%
11%
5%
7%
21%
IE
24%
17%
13%
9%
9%
29%
IT
23%
18%
13%
6%
8%
33%
LT
46%
12%
7%
5%
6%
25%
LU
29%
17%
8%
5%
7%
36%
LV
20%
17%
7%
5%
8%
44%
MT
40%
10%
12%
8%
7%
22%
NL
14%
11%
8%
5%
6%
56%
PL
20%
18%
14%
8%
12%
27%
PT
42%
13%
12%
6%
9%
19%
RO
36%
16%
9%
7%
8%
24%
SE
22%
15%
11%
6%
8%
39%
SI
37%
18%
10%
6%
8%
22%
SK
34%
16%
11%
6%
9%
25%
UK
18%
18%
12%
7%
7%
38%
IS
30%
23%
10%
6%
5%
26%
NO
22%
15%
12%
6%
8%
36%
408
Table V.72 Frequency of usage of online services in the past year: other, by sociodemographics
At least
At least
once every
once in
three
the last 12
months
months
At least
once a day
At least
once a
week
At least
once a
month
EU28
19%
12%
9%
5%
7%
48%
EU15
16%
12%
9%
5%
7%
51%
EU13
28%
13%
10%
6%
10%
33%
Male
19%
13%
11%
5%
8%
44%
Female
18%
11%
8%
5%
7%
51%
18-24
24%
15%
13%
6%
7%
36%
25-34
22%
14%
12%
6%
7%
40%
35-44
21%
12%
9%
5%
8%
45%
45-54
16%
12%
8%
4%
8%
52%
55+
12%
8%
7%
4%
8%
61%
15%
9%
10%
4%
7%
54%
Primary / Partial
Secondary
Completed
Secondary
Never
20%
12%
9%
4%
8%
48%
(Post-)Graduate
19%
14%
10%
6%
7%
45%
Very difficult
23%
10%
8%
5%
7%
48%
Fairly difficult
18%
11%
9%
5%
8%
49%
Fairly easy
18%
12%
10%
5%
7%
48%
Very easy
21%
15%
11%
6%
7%
42%
19%
12%
10%
5%
8%
46%
26%
17%
15%
8%
10%
25%
20%
13%
10%
5%
8%
44%
23%
16%
13%
7%
9%
34%
20%
13%
10%
5%
8%
45%
2%
4%
8%
6%
8%
72%
Low Users
10%
13%
11%
5%
9%
52%
High Users
21%
13%
10%
4%
8%
45%
Very High Users
41%
18%
9%
4%
5%
24%
Metropolitan zone
Other
town
/
urban centre
21%
13%
10%
6%
8%
42%
18%
12%
10%
4%
8%
48%
Rural zone
16%
9%
8%
4%
7%
55%
Bought
tangible
goods / services
Paid for online
services
Used
online
services
Paid for digital
content
Used or accessed
digital content
Very Low users
Daily - At least a
few times a year
22%
18%
13%
7%
7%
34%
At least once a
year
18%
12%
10%
5%
8%
47%
Less than once a
year / Never
18%
9%
7%
4%
7%
55%
409
Table V.73 Frequency of usage of online services in the past year: other, by country
At least
once every
three
months
At least
once in the
last 12
months
Never
At least
once a day
At least
once a week
At least
once a
month
EU28
19%
12%
9%
5%
7%
48%
AT
12%
13%
9%
4%
9%
53%
BE
15%
10%
7%
4%
6%
58%
BG
40%
13%
8%
4%
7%
27%
CY
13%
4%
3%
1%
3%
76%
CZ
24%
14%
8%
6%
10%
38%
DE
14%
14%
12%
5%
8%
48%
DK
18%
11%
8%
5%
7%
51%
EE
21%
10%
6%
4%
7%
52%
EL
19%
11%
6%
4%
7%
53%
ES
21%
15%
10%
5%
8%
41%
FI
15%
10%
7%
4%
9%
56%
FR
14%
7%
8%
4%
6%
61%
HR
38%
17%
11%
5%
9%
21%
HU
30%
11%
10%
4%
10%
35%
IE
15%
12%
8%
6%
7%
53%
IT
21%
12%
10%
4%
7%
45%
LT
31%
13%
4%
3%
5%
43%
LU
18%
16%
8%
3%
7%
48%
LV
22%
13%
7%
3%
8%
46%
MT
32%
11%
8%
2%
5%
42%
NL
17%
10%
7%
3%
7%
56%
PL
25%
13%
12%
7%
11%
33%
PT
30%
13%
6%
4%
7%
40%
RO
34%
13%
9%
7%
10%
27%
SE
18%
10%
11%
4%
8%
49%
SI
33%
15%
10%
3%
7%
31%
SK
25%
14%
10%
5%
10%
37%
UK
14%
12%
9%
5%
6%
55%
IS
25%
9%
7%
1%
6%
51%
NO
22%
13%
8%
4%
10%
44%
410
Table V.74 Payment for online services in the past year: overview
Categories
Free use Paid use
Communication services
93%
10%
Participation in social networks
96%
7%
92%
12%
90%
14%
Other
89%
16%
Source: Core survey Q3b: How did you use these online services? (EU28 N= variable per category, from 20762
for Communication services to 12604 for Other )
411
Table V.75 Payment for online services in the past year:
communication services, by
socio-demographics
Free use
Paid use
(e.g. subscriptions)
EU28
93%
10%
EU15
94%
10%
EU13
92%
12%
Male
93%
11%
Female
93%
10%
18-24
94%
12%
25-34
93%
11%
35-44
93%
11%
45-54
95%
8%
55+
92%
10%
94%
9%
Completed Secondary
94%
9%
(Post-)Graduate
93%
12%
Very difficult
93%
11%
Fairly difficult
94%
9%
Fairly easy
93%
11%
Very easy
93%
12%
93%
11%
70%
47%
93%
10%
91%
16%
93%
11%
Very Low users
94%
8%
Low Users
95%
9%
High Users
94%
10%
Very High Users
92%
14%
Metropolitan zone
93%
12%
94%
10%
Rural zone
94%
9%
90%
16%
94%
10%

95%
8%
Source: Core survey Q3b.1: How did you use these online services? Communication services (EU28 N=20762)
412
Table V.76 Payment for online services in the past year:
communication services, by
country
Paid use
Free use (e.g. subscriptions)
EU28
93%
10%
AT
97%
6%
BE
96%
6%
BG
94%
8%
CY
96%
9%
CZ
94%
7%
DE
93%
10%
DK
92%
11%
EE
96%
7%
EL
95%
7%
ES
94%
9%
FI
98%
4%
FR
96%
9%
HR
81%
26%
HU
87%
15%
IE
94%
10%
IT
91%
13%
LT
88%
14%
LU
82%
24%
LV
95%
7%
MT
94%
9%
NL
93%
10%
PL
94%
11%
PT
90%
13%
RO
87%
15%
SE
91%
12%
SI
92%
13%
SK
94%
9%
UK
94%
11%
IS
92%
13%
NO
92%
13%
Source: Core survey Q3b.1: How did you use these online services? Communication services (EU28 N=20762)
413
Table V.77 Payment for online services in the past year: participation in social networks,
Free use
Paid use
EU28
96%
7%
EU15
97%
6%
EU13
93%
9%
Male
96%
7%
Female
96%
6%
18-24
95%
9%
25-34
96%
7%
35-44
95%
7%
45-54
96%
6%
55+
97%
4%
97%
5%
Completed Secondary
(Post-)Graduate
96%
95%
6%
8%
Very difficult
95%
7%
Fairly difficult
96%
6%
Fairly easy
96%
6%
Very easy
95%
8%

96%
81%
96%
7%
29%
7%

94%
96%
11%
7%
Very Low users
96%
5%
Low Users
97%
5%
High Users
96%
6%
Very High Users
94%
9%
Metropolitan zone
95%
8%
96%
7%
Rural zone
97%
5%
92%
12%
97%
5%

97%
5%
Source: Core survey Q3b.2: How did you use these online services? Participation in social networks (EU28
N=19705)
414
Table V.78 Payment for online services in the past year: participation in social networks,
by country
Paid use
EU28
96%
7%
AT
98%
4%
BE
98%
4%
BG
96%
5%
CY
97%
6%
CZ
97%
4%
DE
98%
4%
DK
97%
5%
EE
98%
5%
EL
95%
6%
ES
97%
5%
FI
99%
2%
FR
97%
8%
HR
85%
21%
HU
88%
15%
IE
96%
8%
IT
96%
5%
LT
92%
11%
LU
94%
9%
LV
96%
6%
MT
99%
3%
NL
96%
5%
PL
95%
7%
PT
91%
12%
RO
88%
13%
SE
94%
9%
SI
94%
11%
SK
95%
7%
UK
96%
8%
IS
96%
5%
NO
95%
9%
Source: Core survey Q3b.2: How did you use these online services? Participation in social networks (EU28
N=19705)
415
Table V.79 Payment for online services in the past year: storage and transfer of files, by
socio-demographics
Free use
Paid use
EU28
92%
12%
EU15
92%
12%
EU13
90%
12%
Male
91%
13%
Female
92%
11%
18-24
93%
12%
25-34
90%
14%
35-44
91%
13%
45-54
93%
11%
55+
93%
9%
93%
11%
Completed Secondary
92%
11%
(Post-)Graduate
90%
14%
Very difficult
91%
13%
Fairly difficult
93%
11%
Fairly easy
91%
12%
Very easy
88%
17%
92%
12%
70%
44%

92%
88%
12%
18%
92%
12%
Very Low users
91%
12%
Low Users
93%
10%
High Users
93%
11%
Very High Users
90%
15%
Metropolitan zone
91%
14%
92%
12%
Rural zone
93%
10%
86%
21%
92%
11%

95%
8%
Source: Core survey Q3b.3: How did you use these online services? Storage and transfer of files (EU28
N=13015)
416
Table V.80 Payment for online services in the past year: storage and transfer of files, by
country
Free use
Paid use
EU28
92%
12%
AT
95%
8%
BE
95%
8%
BG
93%
8%
CY
94%
9%
CZ
91%
11%
DE
94%
9%
DK
90%
12%
EE
97%
5%
EL
95%
7%
ES
94%
9%
FI
96%
5%
FR
90%
17%
HR
88%
16%
HU
88%
13%
IE
91%
12%
IT
91%
11%
LT
88%
12%
LU
87%
16%
LV
95%
6%
MT
97%
5%
NL
93%
10%
PL
91%
13%
PT
94%
8%
RO
87%
15%
SE
87%
16%
SI
94%
9%
SK
91%
11%
UK
89%
19%
IS
89%
12%
NO
93%
12%
Source: Core survey Q3b.3: How did you use these online services? Storage and transfer of files (EU28
N=13015)
417
Table V.81 Payment
for online services in the
past year: web-based software
applications, by socio-demographics
Free use
Paid use
EU28
90%
14%
EU15
91%
14%
EU13
89%
13%
Male
89%
15%
Female
91%
12%
18-24
90%
15%
25-34
90%
14%
35-44
89%
15%
45-54
90%
13%
55+
91%
11%
91%
12%
Completed Secondary
91%
12%
(Post-)Graduate
89%
16%
Very difficult
90%
14%
Fairly difficult
91%
12%
Fairly easy
90%
14%
Very easy
87%
18%
90%
14%
63%
51%

90%
85%
14%
21%
90%
14%
Very Low users
91%
11%
Low Users
92%
11%
High Users
91%
11%
Very High Users
88%
18%
Metropolitan zone
88%
16%
91%
12%
Rural zone
91%
12%

85%
91%
21%
12%

93%
10%
Source: Core survey Q3b.4: How did you use these online services? Web-based software applications (EU28
N=15312)
418
Table V.82 Payment
for online services in the
past year: web-based software
applications, by country
Paid use
EU28
90%
14%
AT
91%
12%
BE
92%
10%
BG
91%
10%
CY
92%
10%
CZ
93%
8%
DE
90%
14%
DK
87%
16%
EE
96%
6%
EL
94%
8%
ES
92%
10%
FI
93%
9%
FR
90%
17%
HR
80%
24%
HU
87%
15%
IE
89%
14%
IT
92%
11%
LT
89%
13%
LU
85%
20%
LV
95%
6%
MT
92%
11%
NL
87%
17%
PL
90%
14%
PT
91%
12%
RO
86%
15%
SE
87%
17%
SI
92%
11%
SK
89%
13%
UK
90%
16%
IS
86%
15%
NO
87%
18%
Source: Core survey Q3b.4: How did you use these online services? Web-based software applications (EU28
N=15312)
419
Table V.83 Payment for online services in the past year: other, by socio-demographics
Free use
Paid use
(e.g.
subscriptions)
EU28
89%
16%
EU15
90%
16%
EU13
89%
14%
Male
89%
16%
Female
90%
15%
18-24
86%
21%
25-34
88%
18%
35-44
90%
15%
45-54
92%
12%
55+
92%
11%
92%
13%
Completed Secondary
90%
14%
(Post-)Graduate
89%
17%
Very difficult
88%
17%
Fairly difficult
89%
15%
Fairly easy
89%
16%
Very easy
91%
16%
89%
16%
63%
55%
89%
16%
84%
24%
89%
16%
Very Low users
90%
13%
Low Users
92%
14%
High Users
91%
14%
Very High Users
87%
19%
Metropolitan zone
88%
17%
90%
16%
Rural zone
91%
14%

84%
90%
22%
14%

92%
13%
Source: Core survey Q3b.5: How did you use these online services? Other (EU28 N=12604)
420
Table V.84 Payment for online services in the past year: other, by country
Paid use
EU28
89%
16%
AT
93%
10%
BE
95%
8%
BG
91%
11%
CY
87%
20%
CZ
92%
10%
DE
92%
11%
DK
89%
16%
EE
92%
13%
EL
90%
14%
ES
91%
14%
FI
94%
12%
FR
86%
25%
HR
81%
26%
HU
87%
15%
IE
90%
18%
IT
89%
14%
LT
87%
18%
LU
79%
27%
LV
94%
8%
MT
91%
15%
NL
91%
13%
PL
90%
15%
PT
88%
15%
RO
86%
15%
SE
85%
21%
SI
89%
15%
SK
90%
13%
UK
87%
22%
IS
89%
14%
NO
89%
17%
Source: Core survey Q3b.5: How did you use these online services? Other (EU28 N=12604)
421
Table V.85 Total amount spent on online services, by socio-demographics

Average
in euros
EU28
94
EU15
96
EU13
89
Male
97
Female
91
18-24
60
25-34
77
35-44
97
45-54
124
55+
124
84
Completed Secondary
90
(Post-)Graduate
103
Very difficult
79
Fairly difficult
86
Fairly easy
100
Very easy
Bought
services
114
tangible
goods
94
94
94

Used or
accessed
content
97
digital
95
Very Low users
85
Low Users
84
High Users
88
Very High Users
103
Metropolitan zone
97
97
Rural zone
85

year
113
87

82
Source: Core survey Q3c: How much money have you spent IN TOTAL on PAID ONLINE SERVICES over the last
12 months? (EU28 N=4437)
422
Table V.86 Total amount spent on online services, by country

Average
in euros
EU28
94
AT
103
BE
94
BG
94
CY
127
CZ
77
DE
83
DK
110
EE
106
EL
105
ES
74
FI
68
FR
101
HR
155
HU
92
IE
97
IT
88
LT
77
LU
181
LV
43
MT
125
NL
96
PL
66
PT
156
RO
116
SE
101
SI
134
SK
92
UK
112
IS
112
NO
118
Source: Core survey Q3c: How much money have you spent IN TOTAL on PAID ONLINE SERVICES over the last
12 months? (EU28 N=4437)
423
Table V.87 Frequency of access to digital content in the past year: overview
At least
once a
day
At least
once a
week
At least
once a
month
At least
once
every
three
months
36%
23%
11%
7%
Music
21%
24%
16%
10%
8%
22%
Software
15%
19%
18%
12%
11%
25%
16%
24%
17%
9%
8%
26%
Films & TV series
14%
24%
17%
9%
8%
28%
Games
18%
16%
13%
8%
9%
35%
Live events
6%
13%
15%
11%
13%
42%
E-books
5%
11%
14%
10%
11%
49%
Online
services
Other
content
news
video
At least
once in
the last
12
months
Never
6%
17%
Source: Core survey Q4a: Over the last 12 months, how many times on average have you used the Internet to
access the following digital content (including both paid and free access) (EU28 N=22848)
424
Table V.88 Frequency of access to digital content in the past year: e-books, by sociodemographics
At least
once a
day
At least
once a
week
At least
once a
month
At least
once
every
three
months
EU28
5%
11%
14%
10%
11%
49%
EU15
5%
11%
13%
9%
10%
53%
EU13
8%
12%
18%
14%
15%
34%
Male
5%
11%
14%
10%
11%
49%
Female
5%
11%
13%
10%
11%
50%
18-24
8%
13%
16%
12%
11%
40%
25-34
8%
14%
16%
11%
11%
40%
35-44
5%
13%
15%
10%
12%
45%
45-54
3%
9%
13%
9%
11%
55%
55+
2%
6%
10%
8%
10%
63%
4%
7%
10%
8%
8%
63%
Completed Secondary
4%
9%
14%
10%
12%
51%
(Post-)Graduate
6%
14%
16%
11%
12%
41%
Very difficult
8%
8%
9%
8%
11%
57%
Fairly difficult
5%
10%
13%
10%
11%
51%
Fairly easy
5%
12%
15%
11%
11%
47%
8%
14%
16%
9%
10%
44%
5%
11%
14%
10%
11%
48%
9%
17%
18%
13%
12%
31%
6%
12%
14%
10%
12%
47%
9%
17%
19%
13%
13%
29%
6%
12%
15%
11%
12%
46%
Very Low users
0%
2%
8%
9%
11%
71%
Low Users
1%
9%
13%
10%
13%
56%
High Users
2%
11%
16%
11%
13%
47%
16%
22%
19%
10%
8%
25%
Metropolitan zone
7%
13%
17%
11%
11%
41%
5%
11%
14%
10%
11%
49%
Rural zone
3%
8%
10%
8%
11%
60%
11%
20%
18%
11%
9%
30%
5%
11%
15%
11%
12%
46%
Very easy
Bought
services
tangible
goods

Used or accessed
content
digital
Very High Users

year
At least
once in
the last
12
months
Never

3%
7%
11%
9%
11%
59%
Source: Core survey Q4a.1: Over the last 12 months, how many times on average have you used the Internet
to access the following digital content (including both paid and free access): E-books (EU28 N=22848)
425
Table V.89 Frequency of access to digital content in the past year: e-books, by country
At least
once a
day
At least
once a
week
At least
once a
month
At least
once
every
three
months
At least
once in
the last
12
months
Never
EU28
5%
11%
14%
10%
11%
49%
AT
2%
7%
12%
10%
11%
58%
BE
2%
4%
9%
9%
10%
66%
BG
13%
18%
19%
14%
13%
24%
CY
3%
10%
12%
8%
9%
58%
CZ
6%
10%
14%
12%
15%
44%
DE
3%
8%
11%
10%
9%
58%
DK
2%
4%
8%
8%
11%
67%
EE
2%
5%
7%
8%
13%
66%
EL
6%
13%
19%
15%
16%
31%
ES
7%
14%
19%
13%
12%
36%
FI
2%
4%
5%
6%
13%
71%
FR
4%
8%
9%
7%
9%
63%
HR
6%
12%
20%
15%
14%
33%
HU
6%
12%
17%
13%
18%
34%
IE
4%
11%
17%
11%
14%
43%
IT
7%
14%
14%
8%
12%
46%
LT
4%
6%
13%
13%
16%
49%
LU
3%
13%
13%
11%
11%
50%
LV
1%
5%
11%
11%
14%
58%
MT
9%
11%
17%
15%
13%
35%
NL
3%
4%
8%
6%
9%
71%
PL
8%
12%
20%
16%
16%
28%
PT
4%
10%
13%
8%
12%
52%
RO
15%
17%
16%
12%
13%
28%
SE
2%
5%
7%
6%
12%
67%
SI
5%
7%
13%
13%
16%
46%
SK
7%
11%
17%
12%
14%
39%
UK
5%
16%
17%
9%
10%
43%
IS
0%
3%
9%
9%
14%
65%
NO
3%
5%
7%
7%
13%
66%
to access the following digital content (including both paid and free access): E-books (EU28 N=22848)
426
Table V.90 Frequency of access to digital content in the past year: music, by sociodemographics
At least
once a
day
At least
once a
week
At least
once a
month
At least
once
every
three
months
EU28
21%
24%
16%
10%
8%
22%
EU15
19%
23%
16%
10%
8%
24%
EU13
32%
27%
16%
9%
7%
10%
Male
22%
25%
16%
10%
8%
21%
Female
20%
23%
16%
9%
9%
23%
18-24
45%
25%
14%
6%
4%
8%
25-34
27%
30%
16%
8%
6%
13%
35-44
21%
27%
18%
10%
7%
18%
45-54
13%
23%
18%
10%
11%
25%
9%
16%
13%
12%
12%
39%
16%
20%
15%
10%
9%
31%
Completed Secondary
21%
25%
15%
9%
8%
22%
(Post-)Graduate
22%
26%
17%
10%
8%
17%
Very difficult
23%
20%
13%
8%
9%
27%
Fairly difficult
21%
24%
17%
10%
9%
20%
Fairly easy
21%
25%
16%
10%
8%
20%
Very easy
22%
26%
15%
9%
6%
23%
22%
25%
16%
10%
8%
20%
29%
26%
17%
10%
8%
11%
22%
25%
17%
10%
8%
18%
28%
27%
18%
11%
7%
9%
23%
26%
17%
10%
9%
16%
Very Low users
1%
8%
15%
13%
14%
49%
Low Users
4%
30%
22%
13%
10%
22%
High Users
18%
34%
18%
9%
7%
13%
Very High Users
60%
24%
9%
3%
2%
3%
Metropolitan zone
25%
25%
17%
9%
7%
18%
22%
25%
16%
10%
8%
20%
Rural zone
16%
21%
15%
10%
9%
28%

year
29%
27%
17%
9%
6%
13%
22%
26%
17%
10%
8%
18%
55+
At least
once in
the last
12
months
Never

17%
21%
15%
10%
9%
28%
to access the following digital content (including both paid and free access): Music (EU28 N=22848)
427
Table V.91 Frequency of access to digital content in the past year: music, by country
At least
once a
day
At least
once a
week
At least
once a
month
At least
once
every
three
months
At least
once in
the last
12
months
Never
EU28
21%
24%
16%
10%
8%
22%
AT
13%
21%
17%
10%
11%
28%
BE
13%
21%
17%
13%
11%
25%
BG
39%
27%
16%
6%
6%
7%
CY
44%
20%
7%
7%
3%
19%
CZ
26%
25%
17%
10%
10%
13%
DE
16%
21%
16%
12%
9%
27%
DK
17%
19%
15%
9%
8%
31%
EE
20%
35%
15%
9%
7%
14%
EL
37%
28%
12%
7%
6%
10%
ES
23%
25%
19%
9%
7%
17%
FI
17%
24%
17%
11%
10%
22%
FR
17%
23%
15%
9%
8%
29%
HR
40%
29%
15%
9%
3%
4%
HU
29%
28%
16%
9%
8%
10%
IE
20%
28%
16%
11%
10%
16%
IT
22%
28%
15%
8%
8%
20%
LT
24%
24%
18%
11%
9%
15%
LU
13%
25%
20%
15%
11%
16%
LV
22%
24%
19%
12%
8%
15%
MT
35%
28%
13%
6%
4%
14%
NL
16%
17%
13%
8%
8%
37%
PL
28%
30%
17%
10%
7%
9%
PT
32%
26%
14%
7%
8%
14%
RO
45%
21%
15%
5%
6%
8%
SE
22%
22%
14%
8%
9%
26%
SI
37%
25%
15%
7%
6%
10%
SK
27%
27%
16%
10%
9%
12%
UK
17%
25%
16%
10%
9%
24%
IS
17%
20%
13%
12%
5%
33%
NO
22%
24%
14%
9%
9%
22%
to access the following digital content (including both paid and free access): Music (EU28 N=22848)
428
Table V.92 Frequency of access to digital content in the past year: films & TV-series, by
socio-demographics
At least
once a
day
At least
once a
week
At least
once a
month
At least
once
every
three
months
At least
once in
the last
12
months
Never
EU28
14%
24%
17%
9%
8%
28%
EU15
12%
23%
16%
9%
8%
31%
EU13
21%
29%
18%
11%
9%
12%
Male
14%
25%
17%
9%
8%
27%
Female
14%
24%
16%
9%
9%
29%
18-24
27%
34%
19%
8%
4%
9%
25-34
20%
31%
18%
8%
8%
16%
35-44
13%
28%
17%
10%
8%
24%
45-54
9%
20%
18%
10%
10%
34%
55+
5%
13%
13%
10%
10%
48%
11%
18%
14%
10%
8%
40%
Completed Secondary
13%
24%
17%
9%
9%
28%
(Post-)Graduate
14%
28%
17%
10%
9%
22%
Very difficult
17%
19%
14%
8%
8%
34%
Fairly difficult
13%
24%
16%
10%
9%
27%
Fairly easy
14%
26%
17%
9%
8%
26%
Very easy
14%
27%
18%
9%
7%
25%
14%
25%
17%
10%
9%
26%
19%
28%
18%
11%
8%
15%
15%
26%
17%
10%
9%
24%
20%
30%
19%
10%
8%
13%
15%
26%
18%
10%
9%
23%
Very Low users
0%
7%
14%
12%
13%
54%
Low Users
2%
25%
21%
12%
11%
29%
High Users
9%
34%
19%
10%
8%
21%
Very High Users
42%
33%
12%
4%
2%
6%
Metropolitan zone
16%
30%
17%
9%
8%
21%
14%
24%
18%
9%
8%
27%
Rural zone
11%
19%
15%
10%
10%
37%
20%
30%
18%
9%
6%
17%
14%
26%
18%
10%
8%
25%

11%
21%
15%
9%
10%
34%
to access the following digital content (including both paid and free access): Films and TV series (EU28
N=22848)
429
Table V.93 Frequency of access to digital content in the past year: films & TV-series, by
country
At least
once a
day
At least
once a
week
At least
once a
month
At least
once
every
three
months
At least
once in
the last
12
months
Never
EU28
14%
24%
17%
9%
8%
28%
AT
10%
18%
14%
10%
12%
35%
BE
7%
18%
14%
10%
10%
40%
BG
28%
31%
18%
8%
5%
9%
CY
22%
30%
12%
7%
6%
23%
CZ
20%
25%
18%
10%
11%
15%
DE
11%
21%
16%
9%
8%
35%
DK
12%
19%
14%
10%
7%
39%
EE
9%
22%
17%
13%
12%
26%
EL
21%
30%
18%
11%
8%
13%
ES
16%
30%
18%
9%
7%
21%
FI
11%
22%
19%
12%
11%
26%
FR
10%
22%
16%
9%
9%
35%
HR
19%
28%
21%
11%
10%
12%
HU
19%
27%
16%
9%
10%
19%
IE
18%
28%
14%
10%
9%
21%
IT
12%
24%
15%
8%
10%
31%
LT
16%
31%
16%
11%
10%
16%
LU
9%
22%
16%
13%
5%
36%
LV
14%
28%
18%
11%
9%
20%
MT
24%
26%
17%
10%
8%
16%
NL
10%
16%
12%
7%
7%
48%
PL
18%
33%
19%
13%
9%
8%
PT
16%
25%
15%
10%
9%
25%
RO
30%
27%
16%
8%
9%
11%
SE
12%
27%
15%
9%
8%
29%
SI
18%
23%
16%
10%
11%
22%
SK
18%
26%
17%
12%
10%
17%
UK
14%
25%
19%
9%
7%
26%
IS
12%
25%
14%
10%
8%
31%
NO
15%
28%
10%
6%
9%
32%
to access the following digital content (including both paid and free access): Films and TV series (EU28
N=22848)
430
Table V.94 Frequency of access to digital content in the past year: games, by sociodemographics
At least
once a
day
At least
once a
week
At least
once a
month
At least
once
every
three
months
At least
once in
the last
12
months
Never
EU28
18%
16%
13%
8%
9%
35%
EU15
17%
16%
13%
8%
9%
37%
EU13
25%
17%
14%
10%
11%
23%
Male
18%
17%
13%
8%
9%
34%
Female
18%
16%
13%
9%
10%
35%
18-24
26%
21%
17%
10%
8%
17%
25-34
22%
20%
17%
9%
9%
24%
35-44
20%
18%
14%
9%
11%
28%
45-54
15%
14%
12%
8%
10%
41%
55+
13%
10%
7%
7%
8%
57%
18%
16%
12%
7%
7%
40%
Completed Secondary
19%
16%
13%
9%
10%
34%
(Post-)Graduate
17%
17%
14%
9%
10%
34%
Very difficult
25%
14%
10%
6%
7%
38%
Fairly difficult
19%
16%
13%
9%
10%
33%
Fairly easy
17%
17%
14%
9%
9%
34%
Very easy
18%
18%
12%
9%
8%
36%
19%
17%
14%
9%
10%
33%
21%
20%
17%
10%
9%
22%
19%
17%
14%
9%
9%
31%
22%
21%
18%
11%
10%
20%
20%
18%
14%
9%
10%
30%
Very Low users
1%
7%
11%
8%
12%
62%
Low Users
6%
17%
15%
10%
12%
40%
High Users
20%
19%
14%
10%
10%
27%
Very High Users
45%
23%
13%
6%
4%
9%
Metropolitan zone
19%
18%
14%
9%
10%
30%
19%
17%
13%
9%
9%
34%
Rural zone
17%
14%
12%
7%
10%
41%
21%
21%
18%
8%
8%
24%
17%
17%
13%
10%
10%
34%

18%
14%
11%
7%
9%
40%
to access the following digital content (including both paid and free access): Games (EU28 N=22848)
431
Table V.95 Frequency of access to digital content in the past year: games, by country
At least
once a
day
At least
once a
week
At least
once a
month
At least
once
every
three
months
At least
once in
the last
12
months
Never
EU28
18%
16%
13%
8%
9%
35%
AT
14%
14%
12%
11%
12%
38%
BE
19%
11%
10%
7%
11%
42%
BG
30%
16%
14%
10%
10%
20%
CY
28%
11%
9%
7%
10%
37%
CZ
28%
16%
13%
11%
11%
22%
DE
16%
16%
13%
10%
9%
38%
DK
16%
14%
11%
8%
7%
46%
EE
14%
13%
9%
8%
12%
44%
EL
23%
16%
14%
11%
10%
26%
ES
17%
19%
17%
10%
9%
28%
FI
16%
17%
13%
8%
10%
37%
FR
17%
15%
13%
7%
9%
40%
HR
23%
19%
12%
8%
16%
22%
HU
28%
16%
14%
10%
10%
22%
IE
17%
15%
13%
11%
10%
34%
IT
19%
18%
13%
8%
10%
32%
LT
15%
12%
11%
9%
12%
41%
LU
18%
12%
12%
11%
13%
35%
LV
13%
13%
12%
8%
10%
45%
MT
22%
16%
10%
9%
10%
34%
NL
14%
11%
9%
5%
7%
55%
PL
18%
18%
16%
12%
13%
23%
PT
24%
15%
11%
7%
8%
35%
RO
42%
17%
12%
7%
6%
15%
SE
16%
14%
10%
7%
9%
45%
SI
22%
17%
14%
8%
13%
26%
SK
22%
17%
13%
9%
13%
26%
UK
16%
19%
13%
7%
7%
39%
IS
7%
9%
8%
10%
10%
56%
NO
13%
14%
10%
7%
12%
45%
to access the following digital content (including both paid and free access): Games (EU28 N=22848)
432
Table V.96 Frequency of access to digital content in the past year: live events, by sociodemographics
At least
once a
day
At least
once a
week
At least
once a
month
At least
once
every
three
months
EU28
6%
13%
15%
11%
13%
42%
EU15
5%
12%
14%
11%
13%
45%
EU13
12%
16%
17%
14%
16%
26%
Male
8%
16%
16%
11%
12%
36%
Female
5%
10%
13%
11%
14%
47%
18-24
11%
15%
19%
13%
15%
28%
25-34
9%
17%
16%
11%
14%
33%
35-44
7%
15%
16%
12%
14%
37%
45-54
4%
11%
13%
10%
14%
48%
55+
4%
8%
10%
10%
11%
57%
5%
10%
11%
9%
12%
54%
Completed Secondary
6%
13%
15%
10%
14%
42%
(Post-)Graduate
7%
15%
16%
13%
13%
36%
Very difficult
10%
9%
10%
10%
12%
49%
Fairly difficult
6%
14%
15%
10%
13%
43%
Fairly easy
6%
13%
16%
13%
14%
39%
Very easy
7%
15%
16%
11%
13%
39%
7%
13%
15%
12%
14%
40%
10%
18%
18%
14%
12%
27%
7%
14%
15%
12%
14%
39%
10%
17%
19%
14%
15%
25%
7%
14%
16%
12%
14%
38%
Very Low users
0%
4%
9%
9%
13%
66%
Low Users
0%
9%
15%
12%
16%
48%
High Users
3%
15%
17%
13%
15%
38%
21%
25%
19%
11%
9%
16%
Metropolitan zone
8%
16%
18%
12%
13%
33%
6%
13%
15%
11%
14%
42%
Rural zone
5%
9%
11%
10%
13%
53%
14%
22%
20%
12%
9%
25%
6%
14%
16%
13%
15%
36%

Very High Users

At least
once in
the last
12
months
Never

4%
9%
11%
10%
14%
53%
to access the following digital content (including both paid and free access): Live events (EU28 N=22848)
433
Table V.97 Frequency of access to digital content in the past year: live events, by country
At least
once a
day
At least
once a
week
At least
once a
month
At least
once
every
three
months
At least
once in
the last
12
months
Never
EU28
6%
13%
15%
11%
13%
42%
AT
2%
7%
12%
12%
14%
53%
BE
3%
6%
11%
11%
17%
53%
BG
15%
21%
20%
12%
12%
19%
CY
5%
18%
8%
9%
13%
48%
CZ
17%
17%
17%
10%
12%
27%
DE
3%
9%
12%
12%
15%
49%
DK
3%
6%
9%
11%
14%
56%
EE
13%
15%
16%
13%
15%
29%
EL
8%
16%
20%
14%
15%
28%
ES
8%
19%
19%
10%
11%
33%
FI
3%
6%
11%
10%
22%
48%
FR
5%
10%
15%
9%
11%
50%
HR
16%
19%
18%
12%
14%
20%
HU
8%
14%
16%
11%
18%
34%
IE
4%
15%
17%
13%
12%
39%
IT
9%
19%
17%
10%
11%
35%
LT
8%
20%
19%
14%
12%
27%
LU
3%
12%
11%
17%
19%
40%
LV
3%
14%
19%
14%
14%
35%
MT
14%
19%
13%
9%
13%
32%
NL
3%
8%
9%
7%
10%
64%
PL
7%
12%
16%
19%
21%
26%
PT
7%
18%
16%
10%
12%
37%
RO
21%
20%
16%
10%
11%
22%
SE
3%
8%
9%
9%
17%
54%
SI
8%
16%
17%
15%
15%
29%
SK
13%
16%
17%
12%
15%
27%
UK
6%
14%
14%
11%
11%
45%
IS
1%
12%
9%
15%
16%
47%
NO
3%
7%
9%
15%
19%
47%
to access the following digital content (including both paid and free access): Live events (EU28 N=22848)
434
Table V.98 Frequency of access to digital content in the past year: other video content,
At least
once a
day
At least
once a
week
At least
once a
month
At least
once
every
three
months
EU28
16%
24%
17%
9%
8%
26%
EU15
13%
22%
17%
9%
8%
30%
EU13
25%
29%
18%
9%
8%
11%
Male
17%
25%
17%
9%
8%
25%
Female
15%
23%
16%
10%
8%
28%
18-24
29%
29%
16%
8%
5%
13%
25-34
20%
29%
19%
9%
7%
17%
35-44
16%
26%
19%
10%
8%
20%
45-54
11%
21%
17%
9%
9%
32%
8%
16%
13%
10%
10%
44%
11%
17%
15%
9%
9%
39%
Completed Secondary
16%
24%
17%
10%
9%
26%
(Post-)Graduate
17%
27%
18%
10%
8%
21%
Very difficult
19%
20%
12%
8%
8%
33%
Fairly difficult
15%
24%
18%
9%
9%
26%
Fairly easy
15%
25%
18%
10%
9%
24%
Very easy
17%
25%
16%
11%
7%
25%
16%
24%
17%
10%
9%
24%
22%
27%
19%
9%
9%
14%
17%
25%
18%
10%
8%
22%
21%
28%
20%
10%
8%
14%
17%
25%
18%
10%
9%
21%
Very Low users
0%
5%
14%
12%
12%
57%
Low Users
2%
25%
24%
12%
10%
28%
High Users
11%
34%
19%
10%
8%
17%
Very High Users
48%
31%
11%
4%
3%
4%
Metropolitan zone
18%
26%
18%
9%
8%
20%
16%
24%
16%
9%
8%
26%
Rural zone
12%
20%
16%
10%
9%
34%
21%
28%
19%
9%
7%
16%
16%
26%
18%
10%
8%
22%
55+
At least
once in
the last
12
months
Never

13%
20%
15%
9%
9%
34%
to access the following digital content (including both paid and free access): Other video content(EU28
N=22848)
435
Table V.99 Frequency of access to digital content in the past year: other video content,
by country
At least
once a
day
At least
once a
week
At least
once a
month
At least
once
every
three
months
At least
once in
the last
12
months
Never
EU28
16%
24%
17%
9%
8%
26%
AT
11%
22%
16%
11%
10%
29%
BE
11%
20%
16%
13%
9%
32%
BG
37%
29%
16%
7%
6%
6%
CY
34%
27%
7%
6%
4%
22%
CZ
21%
26%
16%
11%
11%
15%
DE
12%
21%
17%
9%
9%
32%
DK
13%
15%
16%
9%
9%
39%
EE
22%
27%
15%
10%
9%
17%
EL
28%
27%
16%
11%
7%
11%
ES
14%
27%
22%
10%
7%
20%
FI
12%
17%
15%
11%
14%
31%
FR
10%
19%
15%
9%
8%
38%
HR
31%
31%
18%
8%
7%
5%
HU
24%
27%
17%
9%
9%
14%
IE
20%
25%
17%
9%
11%
18%
IT
16%
28%
16%
11%
9%
22%
LT
24%
28%
17%
6%
8%
16%
LU
11%
18%
11%
11%
14%
35%
LV
16%
27%
20%
10%
10%
17%
MT
31%
29%
17%
6%
4%
13%
NL
9%
17%
13%
6%
8%
48%
PL
21%
33%
20%
11%
8%
8%
PT
25%
26%
17%
7%
9%
17%
RO
37%
26%
14%
7%
6%
10%
SE
12%
19%
16%
9%
11%
32%
SI
22%
26%
20%
11%
6%
15%
SK
21%
32%
17%
9%
9%
13%
UK
15%
23%
16%
9%
7%
30%
IS
10%
29%
15%
9%
7%
30%
NO
13%
20%
15%
8%
10%
35%
to access the following digital content (including both paid and free access): Other video content(EU28
N=22848)
436
Table V.100 Frequency of access to digital content in the past year: online news services,
At least
once a
day
At least
once a
week
At least
once a
month
At least
once
every
three
months
EU28
36%
23%
11%
7%
6%
17%
EU15
33%
23%
12%
7%
6%
19%
EU13
49%
23%
10%
5%
5%
8%
Male
40%
23%
11%
6%
5%
16%
Female
33%
24%
12%
7%
6%
18%
18-24
29%
28%
15%
9%
6%
14%
25-34
36%
24%
13%
8%
5%
14%
35-44
38%
24%
11%
6%
5%
15%
45-54
36%
23%
10%
6%
6%
19%
55+
39%
20%
9%
6%
6%
21%
25%
23%
11%
8%
6%
28%
Completed Secondary
37%
23%
11%
7%
6%
16%
(Post-)Graduate
42%
23%
12%
6%
5%
11%
Very difficult
31%
19%
10%
8%
5%
26%
Fairly difficult
35%
23%
12%
7%
6%
17%
Fairly easy
39%
24%
11%
7%
5%
14%
Very easy
44%
22%
12%
4%
5%
13%
37%
24%
12%
7%
6%
15%
39%
25%
13%
8%
6%
10%
38%
24%
12%
7%
5%
13%
40%
25%
13%
8%
6%
9%
39%
25%
12%
7%
6%
11%
6%
18%
14%
12%
11%
40%
Low Users
24%
32%
15%
8%
6%
16%
High Users
48%
24%
11%
5%
4%
9%
Very High Users
67%
20%
6%
2%
2%
3%
Metropolitan zone
41%
24%
12%
7%
5%
13%
37%
23%
12%
7%
6%
17%
Rural zone
31%
23%
11%
7%
6%
22%
41%
25%
15%
7%
4%
9%
40%
24%
11%
6%
5%
13%
Very Low users
At least
once in
the last
12
months
Never

32%
21%
10%
7%
6%
23%
to access the following digital content (including both paid and free access): Online news services (EU28
N=22848)
437
Table V.101 Frequency of access to digital content in the past year: online news services,
by country
At least
once a
day
At least
once a
week
At least
once a
month
At least
once
every
three
months
At least
once in
the last
12
months
Never
EU28
36%
23%
11%
7%
6%
17%
AT
26%
26%
13%
9%
7%
18%
BE
46%
24%
10%
5%
4%
11%
BG
59%
21%
8%
4%
3%
6%
CY
48%
21%
6%
4%
3%
19%
CZ
47%
23%
9%
5%
5%
13%
DE
27%
24%
12%
9%
6%
22%
DK
33%
21%
10%
8%
6%
21%
EE
68%
18%
6%
2%
2%
5%
EL
56%
21%
9%
6%
4%
5%
ES
43%
21%
13%
7%
5%
11%
FI
50%
23%
9%
4%
4%
11%
FR
26%
20%
13%
8%
7%
27%
HR
72%
16%
6%
2%
1%
3%
HU
45%
20%
12%
5%
8%
9%
IE
41%
25%
11%
7%
6%
11%
IT
36%
25%
12%
8%
5%
14%
LT
70%
17%
5%
2%
1%
4%
LU
54%
19%
7%
7%
4%
8%
LV
44%
22%
10%
6%
6%
12%
MT
71%
17%
7%
2%
1%
4%
NL
34%
23%
8%
4%
5%
25%
PL
46%
27%
11%
7%
4%
5%
PT
49%
23%
9%
4%
4%
11%
RO
52%
22%
7%
5%
5%
9%
SE
41%
22%
11%
6%
6%
14%
SI
44%
22%
10%
6%
6%
12%
SK
40%
26%
11%
7%
7%
10%
UK
32%
25%
12%
6%
6%
20%
IS
63%
14%
3%
4%
3%
13%
NO
43%
23%
11%
5%
4%
14%
to access the following digital content (including both paid and free access): Online news services (EU28
N=22848)
438
Table V.102 Frequency of access to digital content in the past year: software, by sociodemographics
At least
once a
day
At least
once a
week
At least
once a
month
At least
once
every
three
months
EU28
15%
19%
18%
12%
11%
25%
EU15
15%
19%
17%
12%
11%
28%
EU13
18%
20%
20%
13%
13%
16%
Male
16%
20%
19%
12%
11%
22%
Female
15%
17%
16%
12%
12%
29%
18-24
28%
24%
19%
10%
6%
13%
25-34
21%
22%
20%
11%
9%
17%
35-44
16%
22%
17%
12%
12%
21%
45-54
10%
16%
17%
13%
13%
31%
7%
12%
15%
12%
14%
40%
13%
16%
16%
12%
9%
35%
Completed Secondary
15%
19%
18%
11%
11%
26%
(Post-)Graduate
16%
20%
19%
13%
12%
21%
Very difficult
17%
15%
15%
10%
10%
34%
Fairly difficult
14%
19%
18%
12%
12%
26%
Fairly easy
16%
20%
19%
13%
11%
22%
Very easy
18%
20%
18%
12%
10%
23%
16%
19%
18%
12%
11%
23%
23%
23%
21%
12%
10%
11%
16%
20%
19%
12%
11%
21%
22%
25%
21%
13%
10%
10%
16%
20%
19%
13%
12%
20%
Very Low users
0%
5%
11%
13%
17%
55%
Low Users
2%
17%
24%
17%
14%
27%
High Users
12%
27%
22%
13%
11%
16%
Very High Users
46%
28%
14%
5%
3%
5%
Metropolitan zone
18%
21%
18%
12%
11%
20%
16%
19%
18%
12%
11%
25%
Rural zone
12%
16%
15%
12%
12%
33%
22%
26%
20%
10%
8%
13%
15%
20%
19%
13%
12%
22%
55+
At least
once in
the last
12
months
Never

13%
15%
16%
12%
12%
33%
to access the following digital content (including both paid and free access): Software (EU28 N=22848)
439
Table V.103 Frequency of access to digital content in the past year: software, by country
At least
once a
day
At least
once a
week
At least
once a
month
At least
once
every
three
months
At least
once in
the last
12
months
Never
EU28
15%
19%
18%
12%
11%
25%
AT
11%
17%
22%
13%
11%
26%
BE
11%
16%
16%
14%
14%
28%
BG
26%
23%
20%
10%
10%
12%
CY
25%
23%
10%
6%
4%
33%
CZ
16%
16%
20%
14%
15%
19%
DE
14%
19%
17%
14%
10%
26%
DK
15%
14%
17%
13%
10%
31%
EE
14%
16%
17%
13%
17%
23%
EL
17%
23%
19%
12%
12%
17%
ES
15%
21%
19%
12%
12%
21%
FI
11%
16%
15%
11%
15%
32%
FR
11%
14%
14%
10%
13%
38%
HR
19%
22%
22%
11%
15%
11%
HU
23%
20%
18%
10%
13%
17%
IE
21%
23%
15%
13%
11%
18%
IT
21%
23%
18%
9%
8%
22%
LT
11%
15%
19%
13%
13%
29%
LU
17%
18%
19%
15%
14%
18%
LV
11%
14%
18%
10%
15%
32%
MT
28%
19%
15%
12%
7%
19%
NL
16%
15%
12%
9%
9%
39%
PL
15%
21%
23%
17%
13%
12%
PT
18%
22%
18%
9%
13%
21%
RO
26%
23%
18%
9%
9%
16%
SE
15%
15%
18%
11%
11%
30%
SI
18%
18%
23%
11%
13%
18%
SK
13%
20%
19%
13%
14%
21%
UK
14%
20%
18%
12%
9%
27%
IS
9%
11%
24%
13%
10%
34%
NO
14%
18%
14%
13%
13%
28%
to access the following digital content (including both paid and free access): Software (EU28 N=22848)
440
Table V.104 Frequency of access to digital content in the past year: other, by sociodemographics
At least
once a
day
At least
once a
week
At least
once a
month
At least
once
every
three
months
EU28
12%
12%
11%
6%
9%
51%
EU15
10%
11%
10%
6%
8%
54%
EU13
20%
14%
12%
8%
10%
35%
Male
13%
13%
12%
7%
9%
47%
Female
11%
11%
9%
6%
8%
55%
18-24
15%
16%
13%
6%
7%
43%
25-34
15%
15%
12%
8%
8%
43%
35-44
14%
13%
11%
6%
8%
48%
45-54
10%
10%
11%
6%
10%
54%
9%
8%
7%
5%
9%
63%
11%
10%
9%
6%
7%
57%
Completed Secondary
12%
12%
11%
6%
9%
50%
(Post-)Graduate
13%
12%
12%
6%
9%
48%
Very difficult
16%
9%
9%
5%
7%
54%
Fairly difficult
12%
12%
10%
6%
9%
50%
Fairly easy
11%
13%
12%
6%
9%
50%
Very easy
14%
13%
12%
7%
7%
47%
12%
12%
11%
6%
9%
49%
15%
15%
16%
10%
9%
34%
13%
13%
11%
7%
9%
48%
15%
16%
14%
8%
9%
38%
13%
13%
11%
7%
9%
47%
Very Low users
1%
3%
7%
6%
9%
73%
Low Users
4%
10%
12%
7%
11%
56%
High Users
10%
14%
12%
6%
9%
48%
Very High Users
32%
20%
12%
5%
5%
26%
Metropolitan zone
14%
13%
12%
7%
8%
46%
12%
13%
10%
6%
9%
51%
Rural zone
11%
9%
9%
5%
8%
57%
16%
19%
15%
7%
8%
35%
11%
12%
11%
6%
9%
51%
11%
9%
9%
6%
8%
57%
55+
At least
once in
the last
12
months
Never

13%
15%
16%
12%
12%
33%
to access the following digital content (including both paid and free access): Other (EU28 N=22848)
441
Table V.105 Frequency of access to digital content in the past year: other, by country
At least
once a
day
At least
once a
week
At least
once a
month
At least
once
every
three
months
12%
12%
11%
6%
9%
51%
AT
7%
9%
10%
7%
10%
57%
BE
7%
9%
6%
5%
11%
62%
BG
33%
14%
10%
6%
9%
28%
EU28
At least
once in
the last
12
months
Never
CY
7%
7%
3%
1%
3%
79%
CZ
17%
13%
11%
7%
12%
40%
DE
9%
12%
11%
7%
10%
50%
DK
8%
9%
9%
6%
10%
57%
EE
12%
9%
10%
6%
7%
56%
EL
14%
9%
9%
5%
8%
54%
ES
14%
13%
13%
6%
9%
44%
FI
9%
9%
9%
5%
11%
58%
FR
8%
8%
9%
4%
6%
66%
HR
28%
19%
12%
6%
13%
23%
HU
20%
13%
11%
7%
11%
39%
IE
11%
12%
10%
5%
8%
56%
IT
14%
16%
8%
7%
8%
48%
LT
21%
10%
9%
3%
6%
50%
LU
5%
11%
10%
6%
12%
56%
LV
10%
10%
11%
5%
9%
55%
MT
20%
13%
11%
3%
6%
46%
NL
10%
9%
8%
3%
8%
63%
PL
15%
17%
13%
10%
10%
34%
PT
19%
12%
10%
5%
10%
45%
RO
33%
13%
13%
7%
9%
25%
SE
12%
11%
10%
6%
8%
54%
SI
19%
13%
12%
6%
12%
39%
SK
19%
15%
11%
7%
10%
38%
UK
10%
11%
12%
5%
6%
56%
IS
7%
7%
7%
4%
5%
71%
NO
12%
11%
10%
5%
10%
52%
to access the following digital content (including both paid and free access): Other (EU28 N=22848)
442
Table V.106 Payment for digital content in the past year: overview
Paid
Free
Streaming/ Streaming/
Paid
Free
Viewing/
Viewing/
Download Download
Using
Using
online
online
E-books
28%
65%
12%
26%
Music
18%
58%
12%
44%
Films & TV series
14%
53%
18%
49%
Games
21%
66%
11%
33%
2%
4%
28%
77%
10%
59%
10%
47%
9%
58%
9%
45%
21%
90%
2%
3%
Live events
Other
content
Online
services
Software
video
news
Source: Core survey Q4b: How did you access the digital content? (EU28 N= variable per category, from
19914 for online news services to 11791 for e-books)
443
Table
V.107 Payment
for digital
content
in the
past year: e-books,
by
socio-
demographics
Paid
Download
Free
Download
Paid
Streaming/
Viewing/
Using online
EU28
28%
65%
12%
26%
EU15
31%
64%
13%
25%
EU13
17%
69%
9%
30%
Male
27%
65%
14%
26%
Female
28%
65%
10%
27%
18-24
26%
65%
15%
32%
25-34
28%
65%
16%
26%
35-44
26%
66%
12%
27%
45-54
29%
65%
9%
24%
55+
29%
63%
8%
23%
32%
61%
13%
25%
Completed Secondary
23%
65%
12%
27%
(Post-)Graduate
30%
66%
12%
25%
Very difficult
23%
64%
14%
31%
Fairly difficult
23%
67%
11%
28%
Fairly easy
32%
63%
13%
24%
Very easy
37%
63%
14%
24%
Bought
services
tangible
goods
Free
Streaming/
Viewing/
Using online
28%
65%
12%
26%
41%
58%
25%
26%
28%
65%
12%
26%
45%
57%
20%
21%
28%
65%
12%
26%
Very Low users
28%
63%
10%
21%
Low Users
26%
66%
10%
26%
High Users
23%
66%
10%
25%
Very High Users
30%
64%
15%
29%
Metropolitan zone
26%
66%
14%
26%
29%
64%
12%
27%
Rural zone
29%
63%
10%
26%

year
35%
62%
20%
25%
28%
64%
11%
26%

22%
67%
8%
Source: Core survey Q4b.1: How did you access the digital content? E-books (EU28 N=11791)
444
28%
Table V.108 Payment for digital content in the past year: e-books, by country
Paid
Free
Paid
Free
Streaming/Viewing/ Streaming/Viewing/
Download Download
Using online
Using online
EU28
28%
65%
12%
26%
AT
43%
55%
8%
18%
BE
30%
68%
6%
24%
BG
8%
77%
5%
28%
CY
19%
74%
7%
27%
CZ
21%
58%
9%
33%
DE
39%
56%
14%
23%
DK
29%
54%
15%
29%
EE
22%
66%
49%
5%
EL
14%
72%
7%
29%
ES
21%
79%
11%
20%
FI
19%
61%
11%
40%
FR
28%
65%
15%
34%
HR
14%
74%
6%
29%
HU
11%
75%
6%
25%
IE
30%
61%
12%
24%
IT
27%
64%
13%
28%
LT
14%
62%
7%
40%
LU
62%
42%
13%
12%
LV
11%
69%
3%
41%
MT
18%
71%
3%
32%
NL
28%
61%
11%
21%
PL
23%
70%
11%
29%
PT
9%
66%
4%
40%
RO
10%
67%
8%
34%
SE
27%
58%
19%
26%
SI
12%
74%
7%
28%
SK
12%
60%
9%
36%
UK
41%
59%
16%
21%
IS
40%
45%
8%
23%
NO
33%
57%
16%
31%
Source: Core survey Q4b.1: How did you access the digital content? E-books (EU28 N=11791)
445
Table V.109 Payment for digital content in the past year: music, by socio-demographics
Paid
Download
Free
Download
Paid
Streaming/
Viewing/
Using online
EU28
18%
58%
12%
44%
EU15
20%
56%
13%
44%
EU13
11%
63%
9%
45%
Male
19%
59%
14%
44%
Female
17%
57%
10%
45%
18-24
22%
56%
17%
52%
25-34
19%
58%
16%
47%
35-44
20%
59%
13%
42%
45-54
16%
57%
8%
41%
55+
13%
58%
6%
42%
19%
55%
12%
42%
Completed Secondary
14%
59%
11%
46%
(Post-)Graduate
20%
58%
13%
43%
Very difficult
14%
58%
11%
46%
Fairly difficult
14%
59%
10%
46%
Fairly easy
21%
57%
14%
42%
24%
56%
14%
44%
18%
58%
12%
44%
35%
57%
26%
39%
18%
58%
12%
44%
35%
54%
24%
37%
18%
58%
12%
44%
Very Low users
15%
57%
9%
37%
Low Users
15%
56%
9%
46%
High Users
15%
57%
11%
48%
Very High Users
23%
60%
16%
45%
Metropolitan zone
19%
60%
14%
45%
18%
57%
12%
44%
Rural zone
17%
56%
11%
44%

year
28%
60%
19%
38%
18%
57%
12%
43%
Very easy
Bought
services
tangible
goods

12%
57%
9%
Source: Core survey Q4b.2: How did you access the digital content? Music (EU28 N=18765)
446
Free
Streaming/
Viewing/
Using online
49%
Table V.110 Payment for digital content in the past year: music, by country
Paid Download
Free Download
Paid
Streaming/
Viewing/
Using online
Free
Streaming/
Viewing/
Using online
EU28
18%
58%
12%
44%
AT
18%
52%
9%
43%
BE
14%
52%
7%
53%
BG
6%
70%
6%
41%
CY
9%
65%
8%
52%
CZ
11%
57%
7%
46%
DE
23%
50%
13%
45%
DK
17%
45%
19%
51%
EE
10%
57%
57%
5%
EL
7%
60%
8%
51%
ES
13%
79%
10%
31%
FI
10%
42%
11%
61%
FR
20%
57%
15%
48%
HR
9%
69%
8%
42%
HU
7%
69%
5%
38%
IE
17%
53%
12%
49%
IT
12%
61%
12%
47%
LT
5%
55%
4%
54%
LU
31%
43%
13%
46%
LV
5%
55%
5%
57%
MT
5%
56%
4%
56%
NL
12%
51%
13%
51%
PL
15%
64%
12%
49%
PT
6%
56%
6%
53%
RO
8%
60%
6%
46%
SE
18%
45%
25%
45%
SI
8%
73%
8%
39%
SK
9%
65%
6%
37%
UK
34%
50%
16%
40%
IS
20%
46%
24%
38%
NO
29%
49%
18%
39%
Source: Core survey Q4b.2: How did you access the digital content? Music (EU28 N=18765)
447
Table V.111 Payment for digital content in the past year: films & TV-series, by sociodemographics
Paid
Download
Free
Download
Paid
Streaming/
Viewing/
Using online
EU28
14%
53%
18%
49%
EU15
15%
51%
20%
50%
EU13
11%
58%
12%
48%
Male
15%
55%
20%
47%
Female
12%
50%
16%
51%
18-24
18%
48%
25%
56%
25-34
17%
54%
21%
49%
35-44
14%
54%
20%
47%
45-54
10%
52%
14%
49%
55+
10%
52%
10%
47%
14%
50%
19%
47%
Completed Secondary
12%
53%
17%
50%
(Post-)Graduate
15%
54%
19%
48%
Very difficult
12%
53%
16%
51%
Fairly difficult
11%
54%
16%
50%
Fairly easy
16%
51%
20%
48%
Very easy
21%
50%
22%
47%
14%
53%
18%
49%
30%
53%
35%
42%
14%
53%
18%
49%
26%
50%
34%
40%
14%
53%
18%
49%
9%
53%
13%
45%
Low Users
11%
52%
15%
52%
High Users
11%
50%
18%
52%
Very High Users
20%
55%
23%
47%
Metropolitan zone
15%
56%
19%
47%
15%
51%
18%
50%
Rural zone
11%
50%
16%
51%

year
25%
54%
25%
40%
13%
53%
19%
48%
Bought
services
tangible
goods
Very Low users
Free
Streaming/
Viewing/
Using online

9%
52%
14%
55%
Source: Core survey Q4b.3: How did you access the digital content? Films and TV series (EU28 N=17359)
448
Table V.112 Payment for digital content in the past year: films & TV-series, by country
Paid Download
Free Download
Paid
Streaming/
Viewing/
Using online
Free
Streaming/
Viewing/
Using online
EU28
14%
53%
18%
49%
AT
10%
44%
16%
54%
BE
8%
48%
17%
55%
BG
4%
69%
6%
42%
CY
6%
56%
10%
57%
CZ
13%
58%
8%
44%
DE
16%
42%
20%
52%
DK
14%
34%
39%
47%
EE
8%
55%
59%
7%
EL
6%
60%
9%
53%
ES
12%
75%
14%
34%
FI
11%
35%
21%
60%
FR
15%
55%
18%
56%
HR
10%
68%
9%
46%
HU
6%
65%
7%
42%
IE
11%
42%
29%
52%
IT
9%
52%
18%
55%
LT
7%
49%
9%
57%
LU
26%
35%
23%
51%
LV
3%
54%
4%
59%
MT
4%
53%
7%
59%
NL
13%
44%
22%
53%
PL
15%
55%
17%
54%
PT
4%
51%
6%
59%
RO
8%
57%
9%
47%
SE
15%
44%
31%
46%
SI
11%
71%
13%
38%
SK
14%
57%
7%
42%
UK
23%
47%
26%
45%
IS
16%
53%
30%
37%
NO
30%
47%
27%
37%
Source: Core survey Q4b.3: How did you access the digital content? Films and TV series (EU28 N=17359)
449
Table V.113 Payment for digital content in the past year: games, by socio-demographics
Paid
Download
Free
Download
Paid
Streaming/
Viewing/
Using online
EU28
21%
66%
11%
33%
EU15
22%
67%
11%
31%
EU13
17%
62%
10%
37%
Male
25%
65%
13%
32%
Female
17%
66%
9%
33%
18-24
33%
64%
14%
34%
25-34
24%
67%
13%
32%
35-44
20%
67%
12%
32%
45-54
15%
64%
7%
33%
55+
11%
66%
6%
33%
20%
65%
10%
32%
Completed Secondary
19%
66%
10%
32%
(Post-)Graduate
22%
66%
11%
32%
Very difficult
18%
65%
12%
37%
Fairly difficult
17%
67%
10%
32%
Fairly easy
24%
66%
12%
31%
Very easy
31%
60%
11%
35%
Bought
services
tangible
goods
Free
Streaming/
Viewing/
Using online
21%
66%
11%
32%
39%
61%
23%
29%
21%
66%
11%
32%
39%
61%
20%
25%
21%
66%
11%
33%
Very Low users
15%
66%
10%
28%
Low Users
16%
64%
9%
34%
High Users
18%
65%
9%
34%
Very High Users
28%
67%
14%
32%
Metropolitan zone
23%
66%
12%
32%
21%
67%
11%
31%
Rural zone
19%
64%
8%
35%

year
29%
65%
18%
29%
21%
66%
9%
31%

16%
66%
9%
Source: Core survey Q4b.4: How did you access the digital content? Games (EU28 N=15395)
450
36%
Table V.114 Payment for digital content in the past year: game, by country
Paid Download
Free Download
Paid Streaming/
Viewing/ Using
online
Free Streaming/
Viewing/ Using
online
EU28
21%
66%
11%
33%
AT
23%
62%
7%
29%
BE
18%
63%
6%
36%
BG
12%
69%
5%
36%
CY
16%
79%
10%
22%
CZ
20%
55%
10%
39%
DE
26%
63%
9%
33%
DK
27%
57%
13%
32%
EE
15%
59%
48%
6%
EL
11%
66%
8%
36%
ES
17%
80%
11%
23%
FI
20%
48%
10%
48%
FR
23%
70%
12%
32%
HR
15%
73%
7%
31%
HU
13%
66%
8%
36%
IE
29%
60%
11%
29%
IT
14%
71%
10%
33%
LT
5%
63%
5%
48%
LU
29%
61%
8%
31%
LV
9%
61%
4%
47%
MT
13%
67%
6%
38%
NL
22%
63%
10%
36%
PL
22%
59%
14%
39%
PT
12%
60%
5%
44%
RO
13%
65%
7%
38%
SE
29%
58%
12%
29%
SI
12%
73%
9%
34%
SK
13%
65%
7%
33%
UK
29%
64%
15%
29%
IS
30%
62%
16%
16%
NO
36%
65%
10%
31%
Source: Core survey Q4b.4: How did you access the digital content? Games (EU28 N=15395)
451
Table V.115 Payment for digital content in the past year: live events, by sociodemographics
Paid
Download
Free
Download
Paid
Streaming/
Viewing/
Using online
EU28
2%
4%
28%
77%
EU15
3%
5%
30%
75%
EU13
1%
2%
23%
81%
Male
3%
5%
30%
76%
Female
2%
4%
26%
78%
18-24
6%
8%
34%
75%
25-34
2%
5%
33%
72%
35-44
2%
4%
31%
75%
45-54
1%
3%
23%
80%
55+
1%
2%
18%
83%
2%
4%
30%
75%
Completed Secondary
2%
4%
25%
79%
(Post-)Graduate
2%
4%
31%
74%
Very difficult
2%
5%
28%
78%
Fairly difficult
2%
4%
26%
78%
Fairly easy
3%
4%
29%
76%
2%
3%
39%
69%
2%
4%
29%
76%
8%
11%
49%
61%
2%
4%
29%
76%
4%
6%
50%
59%
2%
4%
28%
77%
Very Low users
1%
3%
27%
75%
Low Users
2%
5%
23%
80%
High Users
2%
5%
24%
81%
Very High Users
3%
4%
34%
73%
Metropolitan zone
2%
4%
31%
75%
2%
5%
28%
77%
Rural zone
2%
5%
24%
80%

year
3%
4%
44%
64%
2%
4%
27%
78%
Very easy
Bought
services
tangible
goods
Free
Streaming/
Viewing/
Using online

2%
5%
19%
84%
Source: Core survey Q4b.5: How did you access the digital content? Live events (EU28 N=14095)
452
Table V.116 Payment for digital content in the past year: live events, by country
Paid Download
Free Download
Paid Streaming/
Viewing/ Using
online
Free Streaming/
Viewing/ Using
online
EU28
2%
4%
28%
77%
AT
1%
4%
22%
80%
BE
1%
17%
86%
BG
0%
1%
15%
88%
CY
2%
6%
26%
79%
CZ
1%
21%
81%
DE
3%
4%
30%
75%
DK
3%
2%
31%
75%
EE
0%
2%
96%
7%
EL
1%
3%
22%
82%
ES
2%
3%
34%
73%
FI
1%
4%
18%
85%
FR
6%
10%
26%
80%
HR
3%
5%
17%
86%
HU
0%
2%
15%
87%
IE
4%
6%
30%
75%
IT
1%
4%
30%
73%
LT
2%
10%
90%
LU
4%
7%
25%
78%
LV
0%
2%
9%
92%
MT
1%
1%
8%
93%
NL
3%
6%
28%
78%
PL
2%
2%
27%
80%
PT
1%
2%
13%
91%
RO
0%
1%
23%
80%
SE
3%
5%
34%
74%
SI
3%
6%
20%
84%
SK
1%
2%
21%
82%
UK
3%
5%
39%
68%
IS
3%
22%
79%
NO
4%
5%
36%
70%
Source: Core survey Q4b.5: How did you access the digital content? Live events (EU28 N=14095)
453
Table V.117 Payment for digital content in the past year: other video content, by sociodemographics
Paid
Download
Free
Download
Paid
Streaming/
Viewing/
Using online
EU28
10%
59%
10%
47%
EU15
10%
59%
10%
47%
EU13
9%
59%
9%
46%
Male
11%
59%
12%
47%
8%
58%
8%
47%
18-24
14%
51%
15%
56%
25-34
11%
58%
12%
48%
35-44
10%
60%
11%
45%
45-54
8%
61%
7%
44%
55+
5%
62%
5%
42%
11%
56%
11%
46%
8%
59%
9%
46%
(Post-)Graduate
10%
61%
10%
46%
Very difficult
10%
57%
11%
47%
Fairly difficult
8%
59%
9%
47%
11%
59%
11%
46%
13%
61%
13%
45%
10%
59%
10%
47%
24%
59%
22%
42%
10%
59%
10%
46%
19%
59%
20%
41%
10%
59%
10%
47%
Very Low users
7%
60%
9%
41%
Low Users
7%
57%
8%
48%
High Users
7%
57%
8%
50%
Very High Users
15%
62%
13%
45%
Metropolitan zone
11%
61%
12%
45%
10%
59%
10%
47%
8%
56%
8%
48%
19%
60%
17%
39%
8%
59%
9%
47%
Female

Completed Secondary
Fairly easy
Very easy
Bought
services
tangible
goods
Rural zone
year
Free
Streaming/
Viewing/
Using online

6%
58%
7%
51%
Source: Core survey Q4b.6: How did you access the digital content? Other video content (EU28 N=17831)
454
Table V.118 Payment for digital content in the past year: other video content, by country
Paid Download
Free Download
Paid Streaming/
Viewing/ Using
online
10%
59%
10%
47%
AT
7%
57%
7%
47%
BE
4%
56%
6%
54%
BG
6%
63%
5%
47%
CY
6%
55%
5%
53%
CZ
8%
53%
8%
48%
DE
10%
55%
10%
49%
DK
8%
48%
12%
56%
EE
7%
50%
61%
3%
EL
6%
55%
9%
52%
ES
9%
77%
9%
30%
FI
6%
46%
7%
63%
FR
10%
61%
12%
49%
HR
9%
69%
7%
41%
HU
5%
65%
5%
44%
IE
10%
51%
12%
55%
IT
9%
57%
10%
48%
LT
4%
52%
5%
56%
LU
11%
51%
12%
53%
LV
3%
55%
3%
58%
MT
2%
53%
3%
59%
NL
7%
51%
9%
55%
PL
12%
59%
12%
48%
PT
3%
52%
5%
57%
RO
8%
58%
7%
46%
SE
12%
51%
12%
51%
SI
8%
69%
9%
40%
SK
8%
61%
6%
40%
UK
15%
56%
13%
44%
IS
13%
48%
18%
43%
EU28
Free Streaming/
Viewing/ Using
online
NO
14%
59%
13%
45%
Source: Core survey Q4b.6: How did you access the digital content? Other video content (EU28 N=17831)
455
Table V.119 Payment for digital content in the past year: online news services, by sociodemographics
Paid Download
Free Download
Paid Streaming/
Viewing/ Using
online
EU28
9%
58%
9%
45%
EU15
9%
58%
9%
45%
EU13
7%
58%
8%
46%
Male
10%
59%
10%
44%
7%
58%
7%
46%
18-24
13%
49%
14%
56%
25-34
11%
58%
11%
46%
35-44
9%
61%
10%
44%
45-54
6%
59%
6%
44%
55+
6%
61%
5%
40%
9%
57%
10%
44%
Completed Secondary
7%
59%
7%
45%
(Post-)Graduate
10%
60%
9%
44%
Very difficult
10%
57%
10%
47%
Fairly difficult
7%
58%
8%
46%
Fairly easy
10%
60%
9%
43%
Very easy
13%
56%
9%
45%
9%
58%
9%
45%
22%
60%
21%
40%
9%
59%
9%
45%
18%
59%
18%
39%
9%
58%
9%
45%
Very Low users
7%
59%
7%
40%
Low Users
6%
57%
7%
47%
High Users
7%
57%
6%
48%
Very High Users
13%
61%
13%
45%
Metropolitan zone
10%
60%
10%
44%
8%
59%
8%
45%
Rural zone
8%
56%
7%
47%
18%
61%
15%
38%
Female
Bought tangible
services
goods

content

year
Free Streaming/
Viewing/ Using
online
8%
59%
8%
45%
5%
57%
6%
49%
Never
Source: Core survey Q4b.7: How did you access the digital content? Online news services (EU28 N=19914)
456
Table V.120 Payment for digital content in the past year: online news services, by
country
Paid Download
Free Download
Paid
Streaming/Viewing/
Using online
Free
Streaming/Viewing/
Using online
EU28
9%
58%
9%
45%
AT
5%
59%
5%
43%
BE
10%
53%
5%
48%
BG
3%
55%
6%
52%
CY
3%
60%
7%
47%
CZ
6%
48%
7%
54%
DE
9%
53%
9%
49%
DK
7%
48%
8%
54%
EE
9%
46%
63%
8%
EL
5%
54%
7%
49%
ES
9%
77%
9%
30%
FI
6%
44%
7%
62%
FR
11%
61%
10%
44%
HR
9%
68%
6%
42%
HU
4%
64%
4%
42%
IE
9%
53%
8%
52%
IT
9%
58%
8%
44%
LT
2%
47%
5%
58%
LU
12%
58%
8%
46%
LV
3%
49%
2%
58%
MT
4%
49%
3%
58%
NL
7%
49%
7%
52%
PL
10%
62%
9%
46%
PT
4%
46%
5%
60%
RO
6%
57%
6%
47%
SE
11%
53%
9%
45%
SI
10%
70%
8%
38%
SK
8%
58%
7%
42%
UK
12%
59%
11%
43%
IS
9%
58%
9%
39%
NO
12%
61%
9%
41%
Source: Core survey Q4b.7: How did you access the digital content? Online news services (EU28 N=19914)
457
Table V.121 Payment for digital content in the past year: software, by sociodemographics
Paid Download Free Download
Paid
Streaming/
Viewing/
Using online
Free
Streaming/
Viewing/
Using online
EU28
21%
90%
2%
3%
EU15
22%
90%
3%
4%
EU13
18%
90%
1%
2%
Male
23%
89%
3%
3%
Female
19%
91%
2%
3%
18-24
25%
90%
6%
6%
25-34
23%
90%
2%
4%
35-44
21%
91%
2%
3%
45-54
18%
89%
1%
2%
55+
17%
90%
1%
1%
21%
89%
2%
3%
Completed Secondary
19%
91%
2%
3%
(Post-)Graduate
22%
89%
2%
3%
Very difficult
18%
89%
3%
5%
Fairly difficult
17%
92%
2%
3%
Fairly easy
23%
89%
2%
3%
30%
84%
2%
2%
21%
90%
2%
3%
43%
80%
8%
9%
21%
90%
2%
3%

content
39%
81%
4%
5%
21%
90%
2%
3%
Very Low users
17%
90%
1%
2%
Low Users
17%
92%
2%
3%
High Users
19%
91%
2%
3%
Very High Users
27%
88%
3%
4%
Metropolitan zone
22%
89%
2%
3%
21%
90%
3%
4%
Rural zone
19%
90%
2%
3%

year
31%
85%
2%
3%
Very easy
Bought tangible
services
goods

21%
91%
2%
Never
16%
92%
2%
Source: Core survey Q4b.8: How did you access the digital content? Software (EU28 N=17552)
458
3%
4%
Table V.122 Payment for digital content in the past year: software, by country
Paid Download
Free Download
Paid
Streaming/
Viewing/
Using online
Free
Streaming/
Viewing/
Using online
EU28
21%
90%
2%
3%
AT
21%
91%
1%
2%
BE
20%
90%
1%
1%
BG
15%
90%
0%
1%
CY
15%
93%
3%
7%
CZ
23%
85%
0%
DE
26%
89%
3%
3%
DK
24%
91%
2%
3%
EE
16%
94%
1%
1%
EL
12%
95%
2%
3%
ES
17%
91%
2%
2%
FI
17%
91%
1%
2%
FR
21%
90%
5%
6%
HR
16%
91%
2%
4%
HU
14%
91%
0%
1%
IE
24%
88%
3%
5%
IT
17%
93%
1%
2%
LT
14%
92%
2%
LU
37%
79%
5%
8%
LV
11%
95%
0%
2%
MT
15%
93%
1%
NL
20%
91%
3%
5%
PL
21%
90%
1%
2%
PT
10%
95%
1%
2%
RO
14%
91%
0%
1%
SE
28%
85%
2%
3%
SI
12%
93%
4%
6%
SK
20%
84%
1%
2%
UK
25%
88%
3%
4%
IS
23%
88%
1%
4%
NO
27%
89%
2%
5%
Source: Core survey Q4b.8: How did you access the digital content? Software (EU28 N=17552)
459
Table V.123 Payment for digital content in the past year: other, by socio-demographics
Paid Download
Free
Download
Paid
Streaming/
Viewing/
Using online
EU28
12%
63%
13%
41%
EU15
13%
63%
14%
41%
EU13
10%
64%
10%
43%
Male
13%
63%
14%
41%
Female
11%
63%
11%
41%
18-24
18%
60%
19%
47%
25-34
14%
64%
16%
38%
35-44
12%
64%
13%
42%
45-54
9%
62%
9%
43%
55+
7%
65%
6%
39%
13%
63%
12%
41%
Completed Secondary
10%
63%
12%
41%
(Post-)Graduate
13%
64%
13%
40%
Very difficult
14%
64%
16%
40%
Fairly difficult
9%
63%
11%
42%
13%
64%
13%
41%
16%
64%
15%
38%
12%
63%
13%
41%
26%
59%
29%
36%
12%
64%
13%
41%

content
22%
62%
23%
35%
12%
63%
13%
41%
Very Low users
9%
60%
11%
36%
Low Users
8%
63%
11%
44%
High Users
9%
63%
9%
42%
Very High Users
16%
65%
15%
40%
Metropolitan zone
14%
64%
14%
40%
11%
64%
13%
40%
Rural zone
11%
61%
10%
45%

year
19%
60%
21%
37%
12%
65%
11%
41%
Fairly easy
Very easy
Bought tangible
services
goods

8%
64%
9%
Source: Core survey Q4b.9: How did you access the digital content? Other (EU28 N=11824)
460
Free
Streaming/
Viewing/
Using online
45%
Table V.124 Payment for digital content in the past year: other, by country
Paid Download
Free Download
Paid
Streaming/
Viewing/
Using online
Free
Streaming/
Viewing/
Using online
EU28
12%
63%
13%
41%
AT
10%
65%
7%
38%
BE
8%
67%
7%
46%
BG
6%
67%
6%
42%
CY
15%
60%
18%
30%
CZ
11%
58%
8%
44%
DE
11%
63%
12%
40%
DK
12%
56%
13%
51%
EE
9%
58%
56%
6%
EL
6%
61%
10%
42%
ES
13%
77%
12%
30%
FI
8%
50%
7%
56%
FR
22%
60%
19%
44%
HR
11%
71%
8%
38%
HU
7%
70%
5%
38%
IE
12%
55%
18%
53%
IT
9%
63%
13%
44%
LT
3%
59%
4%
56%
LU
17%
53%
16%
45%
LV
4%
58%
2%
58%
MT
3%
59%
6%
58%
NL
12%
60%
12%
48%
PL
12%
65%
13%
45%
PT
7%
54%
6%
54%
RO
9%
62%
8%
43%
SE
12%
57%
13%
44%
SI
9%
74%
8%
36%
SK
10%
59%
8%
42%
UK
14%
59%
17%
38%
IS
5%
46%
18%
47%
NO
16%
61%
13%
42%
Source: Core survey Q4b.9: How did you access the digital content? Other (EU28 N=11824)
461
Table V.125 Origin of access to digital content in the past year: overview
Domestic
Cross-border
Don't know
Within EU
Outside EU
Total
E-books
63%
15%
9%
24%
26%
Music
57%
15%
11%
26%
34%
Films & TV series
63%
14%
10%
24%
29%
Games
54%
17%
10%
27%
34%
Live events
62%
16%
9%
25%
28%
Other video content
59%
14%
10%
24%
32%
Online news services
73%
12%
8%
20%
22%
Software
55%
15%
10%
25%
35%
Other
56%
16%
11%
27%
35%
Source: Core survey Q4d: Over the last 12 months, where did you access online digital content from? (EU28
N= variable per category, from 19914 for online news services to 11791 for E-books )
462
Table V.126 Origin of access to digital content in the past year: e-books, by sociodemographics
Domestic
Crossborder
inside EU
Crossborder
outside EU
I don't
know
EU28
63%
15%
9%
26%
EU15
61%
16%
10%
27%
EU13
69%
12%
6%
24%
Male
62%
18%
11%
24%
Female
63%
12%
7%
28%
18-24
54%
22%
15%
32%
25-34
59%
19%
11%
26%
35-44
63%
14%
8%
25%
45-54
68%
11%
6%
24%
55+
70%
8%
5%
24%
65%
13%
9%
24%
Completed Secondary
63%
14%
7%
27%
(Post-)Graduate
62%
16%
10%
25%
Very difficult
59%
13%
12%
32%
Fairly difficult
61%
14%
8%
28%
Fairly easy
65%
16%
9%
23%
Very easy
66%
16%
11%
19%
63%
15%
9%
26%
60%
27%
19%
23%
63%
15%
9%
26%
64%
20%
12%
21%
63%
15%
9%
26%
Very Low users
59%
13%
9%
26%
Low Users
60%
14%
9%
29%
High Users
63%
13%
7%
28%
Very High Users
65%
19%
11%
23%
Metropolitan zone
58%
19%
11%
26%
66%
14%
9%
25%
Rural zone
64%
11%
7%
27%
59%
24%
13%
21%
64%
14%
8%
25%

64%
9%
7%
31%
Source: Core survey Q4d.1: Over the last 12 months, where did you access online digital content from? Ebooks (EU28 N=11791)
463
Table V.127 Origin of access to digital content in the past year: e-books, by country
Domestic
Crossborder
inside
EU
Crossborder
outside
EU
I don't
know
EU28
63%
15%
9%
26%
AT
47%
37%
8%
21%
BE
43%
28%
11%
32%
BG
74%
12%
7%
22%
CY
32%
37%
14%
36%
CZ
73%
11%
5%
17%
DE
68%
13%
7%
20%
DK
67%
10%
9%
26%
EE
69%
13%
10%
27%
EL
57%
19%
11%
30%
ES
57%
16%
10%
28%
FI
64%
10%
12%
25%
FR
61%
20%
14%
31%
HR
72%
13%
9%
21%
HU
72%
13%
6%
18%
IE
34%
36%
18%
36%
IT
53%
17%
9%
32%
LT
69%
12%
8%
27%
LU
16%
71%
12%
22%
LV
46%
21%
16%
37%
MT
33%
34%
13%
38%
NL
60%
15%
11%
30%
PL
69%
10%
4%
27%
PT
38%
17%
11%
44%
RO
69%
10%
5%
24%
SE
59%
15%
13%
26%
SI
68%
14%
9%
26%
SK
62%
16%
6%
24%
UK
68%
13%
11%
22%
IS
23%
16%
35%
38%
NO
54%
25%
24%
21%
Source: Core survey Q4d.1: Over the last 12 months, where did you access online digital content from? Ebooks (EU28 N=11791)
464
Table V.128 Origin of access to digital content in the past year: music, by sociodemographics
Domestic
Crossborder
inside EU
Crossborder
outside EU
I don't
know
EU28
57%
15%
11%
34%
EU15
56%
15%
11%
34%
EU13
60%
14%
9%
32%
Male
58%
18%
13%
30%
Female
55%
12%
8%
38%
18-24
52%
23%
19%
34%
25-34
55%
18%
13%
33%
35-44
57%
13%
10%
34%
45-54
59%
11%
7%
34%
55+
59%
9%
6%
34%
59%
12%
10%
32%
Completed Secondary
56%
14%
8%
35%
(Post-)Graduate
57%
16%
12%
33%
Very difficult
54%
12%
8%
39%
Fairly difficult
55%
14%
10%
36%
Fairly easy
58%
16%
12%
30%
Very easy
63%
15%
11%
28%
57%
15%
11%
33%
59%
26%
21%
28%
57%
15%
11%
33%
61%
21%
15%
26%
57%
15%
11%
34%
Very Low users
51%
10%
8%
38%
Low Users
55%
12%
8%
37%
High Users
56%
13%
10%
37%
Very High Users
61%
21%
15%
26%
Metropolitan zone
55%
17%
13%
33%
59%
14%
10%
33%
Rural zone
56%
12%
9%
37%
56%
23%
16%
25%
59%
14%
10%
32%

56%
11%
8%
39%
Source: Core survey Q4d.2: Over the last 12 months, where did you access online digital content from? Music
(EU28 N=18765)
465
Table V.129 Origin of access to digital content in the past year: music, by country
Domestic
Crossborder
inside
EU
Crossborder
outside
EU
I don't
know
EU28
57%
15%
11%
34%
AT
41%
29%
9%
35%
BE
38%
16%
12%
45%
BG
63%
17%
9%
29%
CY
37%
40%
20%
40%
CZ
64%
11%
8%
26%
DE
63%
12%
11%
29%
DK
57%
13%
11%
38%
EE
50%
20%
14%
37%
EL
51%
21%
14%
37%
ES
51%
16%
11%
35%
FI
48%
17%
13%
39%
FR
55%
13%
12%
40%
HR
70%
16%
12%
23%
HU
64%
13%
9%
25%
IE
36%
29%
16%
43%
IT
47%
18%
9%
39%
LT
57%
21%
10%
34%
LU
15%
58%
18%
35%
LV
41%
19%
15%
46%
MT
37%
30%
15%
38%
NL
53%
12%
13%
38%
PL
59%
13%
8%
37%
PT
36%
17%
14%
47%
RO
61%
12%
7%
31%
SE
62%
14%
11%
32%
SI
55%
21%
15%
33%
SK
55%
20%
7%
30%
UK
68%
12%
11%
25%
IS
24%
27%
22%
50%
NO
49%
23%
18%
32%
Source: Core survey Q4d.2: Over the last 12 months, where did you access online digital content from? Music
(EU28 N=18765)
466
Table V.130 Origin of access to digital content in the past year: films & TV-series, by
socio-demographics
Domestic
Crossborder
inside EU
Crossborder
outside EU
I don't
know
EU28
63%
14%
10%
29%
EU15
62%
15%
11%
30%
EU13
67%
12%
8%
28%
Male
63%
17%
12%
27%
Female
62%
12%
8%
32%
18-24
56%
23%
18%
32%
25-34
59%
18%
13%
31%
35-44
64%
13%
9%
29%
45-54
67%
9%
6%
27%
55+
70%
8%
5%
26%
64%
12%
10%
28%
Completed Secondary
62%
14%
9%
30%
(Post-)Graduate
63%
15%
10%
28%
Very difficult
58%
13%
10%
35%
Fairly difficult
62%
13%
9%
31%
Fairly easy
65%
15%
10%
26%
Very easy
68%
17%
13%
23%
63%
14%
10%
29%
63%
27%
22%
26%
63%
14%
10%
29%
66%
20%
15%
23%
63%
14%
10%
29%
Very Low users
58%
9%
8%
31%
Low Users
62%
11%
8%
32%
High Users
63%
13%
9%
32%
Very High Users
65%
20%
14%
24%
Metropolitan zone
60%
17%
11%
30%
65%
13%
10%
28%
Rural zone
63%
12%
9%
31%
61%
24%
15%
22%
65%
14%
10%
28%

63%
9%
8%
34%
Source: Core survey Q4d.3: Over the last 12 months, where did you access online digital content from? Films
and TV series (EU28 N=17359)
467
Table V.131 Origin of access to digital content in the past year: films & TV-series, by
country
Domestic
Crossborder
inside
EU
Crossborder
outside
EU
I don't
know
EU28
63%
14%
10%
29%
AT
52%
28%
8%
29%
BE
44%
17%
12%
43%
BG
71%
13%
8%
22%
CY
39%
44%
26%
30%
CZ
74%
9%
5%
20%
DE
70%
12%
10%
24%
DK
64%
14%
14%
30%
EE
59%
16%
15%
32%
EL
54%
20%
14%
34%
ES
57%
16%
9%
31%
FI
68%
12%
12%
27%
FR
59%
15%
12%
38%
HR
71%
14%
14%
24%
HU
72%
12%
7%
21%
IE
46%
31%
21%
33%
IT
52%
16%
10%
37%
LT
65%
13%
17%
28%
LU
21%
61%
21%
28%
LV
40%
16%
23%
41%
MT
39%
28%
12%
38%
NL
57%
13%
14%
34%
PL
66%
11%
6%
32%
PT
40%
15%
15%
44%
RO
65%
11%
6%
29%
SE
61%
15%
14%
29%
SI
68%
12%
10%
28%
SK
61%
20%
6%
25%
UK
73%
13%
11%
19%
IS
36%
22%
28%
43%
NO
59%
23%
23%
25%
Source: Core survey Q4d.3: Over the last 12 months, where did you access online digital content from? Films
and TV series (EU28 N=17359)
468
Table V.132 Origin of access to digital content in the past year: games, by sociodemographics
Domestic
Crossborder
inside EU
Crossborder
outside EU
I don't
know
EU28
54%
17%
10%
34%
EU15
53%
17%
11%
35%
EU13
59%
15%
7%
31%
Male
56%
21%
13%
30%
Female
53%
12%
7%
39%
18-24
50%
25%
19%
34%
25-34
54%
20%
11%
34%
35-44
54%
15%
9%
34%
45-54
59%
12%
6%
33%
55+
56%
10%
5%
36%
56%
14%
9%
34%
Completed Secondary
52%
17%
10%
35%
(Post-)Graduate
55%
18%
10%
33%
Very difficult
52%
14%
11%
39%
Fairly difficult
53%
15%
9%
37%
Fairly easy
56%
17%
10%
31%
Very easy
59%
19%
13%
26%
55%
17%
10%
34%
55%
30%
21%
30%
55%
17%
10%
34%
58%
23%
15%
27%
54%
17%
10%
34%
Very Low users
51%
13%
8%
37%
Low Users
51%
13%
8%
39%
High Users
54%
14%
9%
38%
Very High Users
58%
23%
14%
28%
Metropolitan zone
52%
20%
12%
31%
57%
16%
10%
34%
Rural zone
54%
13%
7%
39%
54%
26%
14%
25%
55%
16%
9%
34%

54%
11%
9%
40%
Source: Core survey Q4d.4: Over the last 12 months, where did you access online digital content from? Games
(EU28 N=15395)
469
Table V.133 Origin of access to digital content in the past year: games, by country
Domestic
Crossborder
inside
EU
Crossborder
outside
EU
I don't
know
EU28
54%
17%
10%
34%
AT
41%
29%
8%
33%
BE
37%
21%
9%
44%
BG
59%
14%
8%
33%
CY
29%
29%
13%
51%
CZ
65%
13%
6%
26%
DE
60%
14%
10%
30%
DK
47%
14%
13%
42%
EE
42%
15%
11%
46%
EL
43%
22%
14%
40%
ES
53%
21%
8%
32%
FI
54%
12%
11%
37%
FR
54%
15%
11%
42%
HR
65%
16%
12%
24%
HU
64%
15%
9%
23%
IE
40%
30%
21%
36%
IT
43%
21%
9%
41%
LT
56%
14%
8%
38%
LU
14%
64%
16%
30%
LV
43%
17%
12%
44%
MT
34%
27%
13%
41%
NL
46%
14%
16%
43%
PL
58%
16%
6%
33%
PT
34%
17%
15%
47%
RO
57%
13%
7%
32%
SE
48%
19%
17%
36%
SI
57%
20%
10%
32%
SK
51%
20%
8%
31%
UK
64%
12%
13%
27%
IS
20%
16%
27%
54%
NO
48%
20%
18%
36%
Source: Core survey Q4d.4: Over the last 12 months, where did you access online digital content from? Games
(EU28 N=15395)
470
Table V.134 Origin of access to digital content in the past year: live events, by sociodemographics
Domestic
Crossborder
inside EU
Crossborder
outside EU
I don't
know
EU28
62%
16%
9%
28%
EU15
60%
16%
10%
29%
EU13
67%
14%
6%
25%
Male
63%
18%
11%
26%
Female
61%
13%
6%
32%
18-24
57%
23%
17%
30%
25-34
58%
20%
11%
29%
35-44
62%
15%
8%
28%
45-54
66%
11%
6%
28%
55+
67%
9%
4%
27%
63%
14%
9%
29%
Completed Secondary
61%
15%
8%
29%
(Post-)Graduate
62%
17%
9%
27%
Very difficult
60%
15%
10%
32%
Fairly difficult
61%
15%
8%
30%
Fairly easy
63%
16%
9%
26%
Very easy
65%
19%
10%
22%
62%
16%
9%
28%
62%
28%
19%
25%
62%
16%
9%
28%
64%
21%
13%
23%
62%
16%
9%
28%
Very Low users
57%
13%
8%
31%
Low Users
60%
13%
7%
32%
High Users
63%
13%
8%
31%
Very High Users
64%
20%
12%
24%
Metropolitan zone
60%
19%
11%
28%
63%
15%
8%
28%
Rural zone
63%
13%
6%
30%
60%
25%
14%
21%
64%
14%
8%
27%

61%
11%
7%
35%
Source: Core survey Q4d.5: Over the last 12 months, where did you access online digital content from? Live
events (EU28 N=14095)
471
Table V.135 Origin of access to digital content in the past year: live events, by country
Domestic
Crossborder
inside
EU
Crossborder
outside
EU
I don't
know
EU28
62%
16%
9%
28%
AT
55%
20%
8%
26%
BE
60%
13%
8%
31%
BG
67%
16%
7%
25%
CY
50%
40%
15%
31%
CZ
74%
12%
5%
17%
DE
67%
14%
7%
25%
DK
58%
14%
9%
32%
EE
81%
13%
10%
19%
EL
55%
18%
10%
30%
ES
57%
19%
8%
30%
FI
68%
13%
8%
25%
FR
59%
16%
14%
36%
HR
73%
15%
10%
20%
HU
64%
15%
7%
23%
IE
48%
27%
14%
37%
IT
53%
16%
10%
33%
LT
70%
15%
10%
27%
LU
33%
50%
10%
28%
LV
61%
15%
11%
29%
MT
43%
34%
11%
33%
NL
57%
13%
12%
33%
PL
65%
14%
5%
30%
PT
42%
19%
12%
42%
RO
70%
12%
6%
23%
SE
58%
19%
10%
30%
SI
74%
15%
6%
24%
SK
61%
17%
5%
27%
UK
66%
15%
10%
23%
IS
32%
25%
18%
49%
NO
55%
19%
13%
29%
Source: Core survey Q4d.5: Over the last 12 months, where did you access online digital content from? Live
events (EU28 N=14095)
472
Table V.136 Origin of access to digital content in the past year: other video content, by
socio-demographics
Domestic
Crossborder
inside EU
Crossborder
outside EU
I don't
know
EU28
59%
14%
10%
32%
EU15
58%
15%
11%
33%
EU13
65%
13%
7%
29%
Male
60%
17%
13%
30%
Female
58%
12%
7%
35%
18-24
55%
23%
18%
33%
25-34
58%
18%
12%
32%
35-44
58%
13%
9%
34%
45-54
62%
10%
7%
32%
55+
64%
9%
5%
31%
61%
12%
9%
31%
Completed Secondary
57%
13%
8%
34%
(Post-)Graduate
60%
16%
11%
31%
Very difficult
53%
13%
11%
39%
Fairly difficult
57%
14%
9%
34%
Fairly easy
62%
14%
10%
29%
Very easy
65%
18%
10%
26%
60%
15%
10%
32%
60%
26%
20%
29%
60%
15%
10%
32%
63%
20%
15%
26%
59%
14%
10%
32%
Very Low users
52%
11%
9%
38%
Low Users
57%
13%
9%
35%
High Users
60%
12%
9%
36%
Very High Users
64%
20%
13%
25%
Metropolitan zone
58%
17%
12%
31%
61%
14%
9%
32%
Rural zone
58%
12%
9%
36%
60%
23%
14%
23%
60%
14%
10%
32%

58%
10%
8%
38%
Source: Core survey Q4d.6: Over the last 12 months, where did you access online digital content from? Other
video content (EU28 N=17831)
473
Table V.137 Origin of access to digital content in the past year: other video content, by
country
Domestic
Crossborder
inside
EU
Crossborder
outside
EU
I don't
know
EU28
59%
14%
10%
32%
AT
50%
29%
9%
31%
BE
44%
17%
10%
42%
BG
66%
14%
8%
28%
CY
36%
39%
18%
42%
CZ
68%
12%
5%
23%
DE
65%
13%
10%
28%
DK
55%
12%
12%
38%
EE
61%
19%
12%
32%
EL
53%
22%
13%
34%
ES
55%
14%
10%
33%
FI
62%
12%
11%
33%
FR
55%
15%
11%
41%
HR
75%
12%
10%
23%
HU
69%
14%
9%
21%
IE
43%
27%
19%
40%
IT
49%
17%
11%
38%
LT
72%
17%
7%
27%
LU
16%
53%
17%
35%
LV
50%
19%
16%
39%
MT
35%
32%
15%
40%
NL
53%
13%
15%
39%
PL
64%
11%
6%
33%
PT
39%
18%
14%
45%
RO
63%
13%
7%
29%
SE
56%
15%
14%
35%
SI
70%
17%
8%
28%
SK
57%
18%
7%
29%
UK
69%
12%
11%
26%
IS
37%
21%
25%
47%
NO
56%
19%
20%
32%
video content (EU28 N=17831)
474
Table V.138 Origin of access to digital content in the past year: online news services, by
socio-demographics
Domestic
Crossborder
inside EU
Crossborder
outside EU
I don't
know
EU28
73%
12%
8%
22%
EU15
72%
13%
8%
23%
EU13
78%
12%
6%
19%
Male
75%
15%
9%
19%
Female
71%
10%
6%
25%
18-24
66%
24%
16%
25%
25-34
69%
17%
10%
24%
35-44
72%
12%
7%
23%
45-54
77%
8%
6%
20%
55+
82%
5%
3%
17%
72%
9%
6%
23%
Completed Secondary
73%
11%
6%
23%
(Post-)Graduate
75%
15%
9%
20%
Very difficult
69%
11%
9%
28%
Fairly difficult
72%
12%
7%
24%
Fairly easy
76%
12%
8%
19%
Very easy
77%
15%
9%
16%
74%
13%
8%
21%
71%
25%
17%
21%
74%
13%
8%
22%
75%
19%
12%
18%
73%
12%
8%
22%
Very Low users
68%
8%
6%
25%
Low Users
73%
10%
6%
24%
High Users
76%
11%
7%
22%
Very High Users
74%
19%
12%
18%
Metropolitan zone
72%
16%
10%
21%
74%
11%
7%
21%
Rural zone
74%
9%
6%
24%
69%
22%
13%
18%
76%
12%
8%
20%

74%
8%
5%
25%
Source: Core survey Q4d.7: Over the last 12 months, where did you access online digital content from? Online
news services (EU28 N=19914)
475
Table V.139 Origin of access to digital content in the past year: online news services, by
country
Domestic
Crossborder
inside
EU
Crossborder
outside
EU
I don't
know
EU28
73%
12%
8%
22%
AT
71%
23%
8%
19%
BE
80%
11%
5%
17%
BG
85%
12%
6%
12%
CY
71%
32%
12%
21%
CZ
82%
10%
5%
13%
DE
75%
11%
7%
21%
DK
76%
10%
8%
22%
EE
89%
15%
10%
13%
EL
72%
19%
10%
21%
ES
68%
12%
6%
24%
FI
85%
14%
10%
15%
FR
67%
12%
9%
31%
HR
87%
15%
9%
12%
HU
81%
12%
6%
13%
IE
65%
30%
17%
23%
IT
64%
14%
8%
27%
LT
83%
15%
9%
19%
LU
63%
49%
18%
15%
LV
73%
17%
11%
27%
MT
78%
39%
17%
16%
NL
75%
11%
8%
22%
PL
74%
10%
6%
24%
PT
68%
13%
8%
27%
RO
77%
10%
5%
18%
SE
77%
11%
8%
19%
SI
84%
13%
8%
17%
SK
73%
13%
6%
19%
UK
78%
13%
10%
17%
IS
80%
24%
18%
20%
NO
78%
18%
15%
21%
Source: Core survey Q4d.7: Over the last 12 months, where did you access online digital content from? Online
news services (EU28 N=19914)
476
Table V.140 Origin of access to digital content in the past year: software, by sociodemographics
Domestic
Crossborder
inside EU
Crossborder
outside EU
I don't
know
EU28
55%
15%
10%
35%
EU15
54%
15%
11%
36%
EU13
60%
14%
8%
31%
Male
57%
19%
13%
31%
Female
54%
11%
7%
39%
18-24
51%
24%
18%
38%
25-34
54%
18%
12%
35%
35-44
57%
14%
10%
34%
45-54
57%
11%
7%
36%
55+
58%
9%
6%
35%
58%
14%
9%
34%
Completed Secondary
54%
16%
9%
36%
(Post-)Graduate
56%
15%
11%
34%
Very difficult
54%
15%
11%
39%
Fairly difficult
53%
14%
9%
38%
Fairly easy
57%
16%
11%
32%
Very easy
61%
18%
13%
29%
56%
15%
10%
35%
57%
26%
21%
31%
56%
15%
10%
35%
59%
21%
15%
29%
55%
15%
10%
35%
Very Low users
52%
11%
9%
37%
Low Users
53%
13%
8%
39%
High Users
55%
13%
9%
39%
Very High Users
59%
21%
14%
29%
Metropolitan zone
54%
18%
12%
34%
57%
14%
10%
35%
Rural zone
55%
13%
9%
38%
55%
24%
15%
27%
57%
14%
10%
35%

55%
11%
8%
40%
Source: Core survey Q4d.8: Over the last 12 months, where did you access online digital content from?
Software (EU28 N=17552)
477
Table V.141 Origin of access to digital content in the past year: software, by country
Domestic
Crossborder
inside
EU
Crossborder
outside
EU
I don't
know
EU28
55%
15%
10%
35%
AT
45%
30%
9%
34%
BE
42%
17%
10%
44%
BG
58%
16%
8%
33%
CY
26%
33%
16%
53%
CZ
67%
12%
6%
25%
DE
62%
14%
11%
30%
DK
49%
16%
11%
44%
EE
49%
18%
11%
40%
EL
42%
21%
13%
42%
ES
51%
17%
8%
36%
FI
54%
14%
11%
38%
FR
53%
14%
14%
42%
HR
66%
16%
13%
25%
HU
67%
14%
9%
24%
IE
41%
28%
17%
40%
IT
44%
18%
10%
42%
LT
57%
19%
11%
37%
LU
15%
59%
21%
37%
LV
41%
20%
12%
48%
MT
39%
27%
14%
41%
NL
51%
12%
13%
42%
PL
59%
14%
7%
33%
PT
31%
16%
15%
52%
RO
59%
13%
7%
32%
SE
51%
15%
13%
38%
SI
55%
19%
11%
33%
SK
54%
19%
6%
32%
UK
66%
12%
10%
28%
IS
26%
18%
27%
52%
NO
Source: Core survey Q4d.8:
Software (EU28 N=17552)
478
50%
19%
17%
38%
Over the last 12 months, where did you access online digital content from?
Table V.142 Origin of access to digital content in the past year: other, by sociodemographics
Domestic
Crossborder
inside EU
Crossborder
outside EU
I don't
know
EU28
56%
16%
11%
35%
EU15
54%
17%
12%
35%
EU13
62%
13%
7%
33%
Male
56%
19%
13%
33%
Female
56%
12%
8%
37%
18-24
49%
24%
17%
36%
25-34
53%
20%
14%
34%
35-44
56%
15%
10%
35%
45-54
59%
11%
7%
36%
55+
63%
8%
7%
33%
59%
14%
11%
32%
Completed Secondary
55%
14%
10%
37%
(Post-)Graduate
56%
17%
11%
34%
Very difficult
53%
14%
12%
41%
Fairly difficult
55%
14%
10%
37%
Fairly easy
58%
17%
11%
32%
Very easy
60%
17%
11%
29%
56%
16%
11%
34%
52%
29%
23%
34%
56%
16%
11%
35%
57%
22%
16%
30%
56%
16%
11%
35%
Very Low users
52%
13%
13%
33%
Low Users
53%
14%
8%
40%
High Users
58%
14%
9%
36%
Very High Users
57%
20%
13%
32%
Metropolitan zone
53%
19%
13%
34%
58%
16%
10%
34%
Rural zone
57%
12%
9%
37%
52%
25%
16%
28%
58%
15%
9%
34%

57%
11%
9%
40%
(EU28 N=11824)
479
Table V.143 Origin of access to digital content in the past year: other, by country
Domestic
Crossborder
inside
EU
Crossborder
outside
EU
I don't
know
EU28
56%
16%
11%
35%
AT
47%
31%
11%
34%
BE
43%
15%
7%
48%
BG
62%
11%
8%
36%
CY
43%
36%
17%
44%
CZ
66%
10%
6%
28%
DE
62%
14%
12%
29%
DK
55%
16%
12%
39%
EE
58%
17%
8%
38%
EL
50%
18%
13%
36%
ES
49%
20%
12%
33%
FI
53%
13%
10%
43%
FR
53%
21%
17%
42%
HR
67%
16%
10%
28%
HU
64%
15%
8%
29%
IE
43%
29%
18%
42%
IT
46%
16%
9%
43%
LT
61%
20%
11%
37%
LU
20%
51%
16%
33%
LV
45%
20%
14%
47%
MT
41%
25%
10%
46%
NL
52%
15%
11%
41%
PL
63%
13%
7%
33%
PT
40%
15%
12%
50%
RO
62%
11%
6%
34%
SE
49%
16%
12%
40%
SI
60%
16%
9%
38%
SK
56%
16%
6%
33%
UK
61%
14%
12%
28%
IS
27%
19%
19%
56%
NO
51%
25%
20%
41%
(EU28 N=11824)
480
Table V.144 Total amount spent on digital content, by socio-demographics

Average
in euros
EU28
107
EU15
112
EU13
83
Male
117
Female
94
18-24
100
25-34
100
35-44
113
45-54
114
55+
108
103
Completed Secondary
106
(Post-)Graduate
111
Very difficult
82
Fairly difficult
95
Fairly easy
114
Very easy
Bought
services
137
tangible
goods
107
116
107

Used or accessed
content
107
digital
107
Very Low users
84
Low Users
92
High Users
106
Very High Users
125
Metropolitan zone
109
108
Rural zone
101

year
128
109

87
Source: Core survey Q4f: How much money have you spent IN TOTAL on online purchases of digital content
over the last 12 months? (EU28 N=9357)
481
Table V.145 Total amount spent on digital content, by country

Average
in euros
EU28
107
AT
118
BE
100
BG
94
CY
101
CZ
94
DE
115
DK
140
EE
37
EL
90
ES
115
FI
109
FR
109
HR
76
HU
69
IE
107
IT
90
LT
59
LU
129
LV
63
MT
110
NL
103
PL
76
PT
107
RO
117
SE
126
SI
76
SK
86
UK
119
IS
96
NO
143
Source: Core survey Q4f: How much money have you spent IN TOTAL on online purchases of digital content
482
Table V.146 Amount spent on purchase of digital content from another EU-country, by
socio-demographics
Average
in euros
EU28
48
EU15
50
EU13
41
Male
51
Female
43
18-24
45
25-34
48
35-44
52
45-54
55
55+
39
44
Completed Secondary
51
(Post-)Graduate
51
Very difficult
35
Fairly difficult
47
Fairly easy
51
Very easy
53
Bought
services
tangible
goods
48
51
49

Used or
accessed
content
48
digital
48
Very Low users
36
Low Users
39
High Users
39
Very High Users
61
Metropolitan zone
52
48
Rural zone
41

year
60
44

36
Source: Core survey Q4g: Of the total amount that you spent online on digital content in the past 12 months,
how much was spent on purchases FROM SELLERS BASED IN ANOTHER EU COUNTRY? (EU28 N=4006)
483
Table V.147 Amount spent on purchase of digital content from another EU-country, by
country
Average
in euros
EU28
48
AT
70
BE
48
BG
53
CY
65
CZ
43
DE
45
DK
56
EE
21
EL
40
ES
46
FI
50
FR
54
HR
38
HU
26
IE
58
IT
56
LT
35
LU
84
LV
24
MT
52
NL
46
PL
42
PT
41
RO
55
SE
35
SI
23
SK
37
UK
50
IS
50
NO
61
Source: Core survey Q4g: Of the total amount that you spent online on digital content in the past 12 months,
how much was spent on purchases FROM SELLERS BASED IN ANOTHER EU COUNTRY? (EU28 N=4006)
484
Table V.148 Amount spent on purchase of digital content from outside the EU, by sociodemographics
Average
in euros
EU28
36
EU15
36
EU13
34
Male
40
Female
29
18-24
29
25-34
33
35-44
35
45-54
56
55+
44
30
Completed Secondary
35
(Post-)Graduate
39
Very difficult
23
Fairly difficult
30
Fairly easy
38
Very easy
54
Bought
services
tangible
goods
36
35
36

Used or
accessed
content
36
digital
36
Very Low users
30
Low Users
27
High Users
38
Very High Users
40
Metropolitan zone
37
36
Rural zone
36

year
41
35

31
Source: Core survey Q4h: Of the total amount that you spent online on digital content in the past 12 months,
how much was spent on purchases FROM SELLERS BASED OUTSIDE THE EU? (EU28 N=2257)
485
Table V.149 Amount spent on purchase of digital content from outside the EU, by country
Average
in euros
EU28
36
AT
39
BE
37
BG
27
CY
31
CZ
38
DE
38
DK
45
EE
14
EL
38
ES
27
FI
40
FR
33
HR
31
HU
17
IE
31
IT
34
LT
22
LU
37
LV
26
MT
50
NL
37
PL
38
PT
37
RO
50
SE
43
SI
21
SK
26
UK
41
IS
56
NO
51
Source: Core survey Q4h: Of the total amount that you spent online on digital content in the past 12 months,
how much was spent on purchases FROM SELLERS BASED OUTSIDE THE EU? (EU28 N=2257)
486
Table V.150 Awareness of withdrawal rights from online digital content purchases
Before you
paid for the
product
Within 24 Within 14
Before
Before
hours
days after
you
the
after you
you
started
download completed completed
the
or
the
the
download streaming download download
or
was
or
or
streaming completed streaming streaming
Don't
know
EU28
30%
9%
4%
4%
7%
47%
EU15
29%
9%
4%
4%
7%
47%
EU13
32%
8%
3%
4%
8%
45%
Male
32%
10%
4%
4%
9%
42%
Female
28%
8%
3%
3%
6%
52%
18-24
35%
9%
4%
6%
7%
38%
25-34
34%
11%
4%
4%
7%
42%
35-44
31%
9%
4%
4%
6%
46%
45-54
26%
9%
3%
3%
8%
52%
55+
26%
6%
3%
3%
9%
53%
23%
9%
3%
4%
9%
53%
Completed Secondary
31%
8%
3%
4%
7%
47%
(Post-)Graduate
33%
10%
4%
4%
7%
42%
Very difficult
28%
7%
2%
3%
7%
54%
Fairly difficult
31%
9%
3%
4%
7%
46%
Fairly easy
31%
10%
4%
4%
8%
43%
Very easy
29%
11%
4%
5%
9%
43%
Bought tangible goods /

services
31%
9%
4%
4%
8%
45%
34%
14%
7%
5%
8%
33%
31%
9%
4%
4%
8%
45%

content
35%
13%
6%
5%
7%
34%
31%
9%
4%
4%
8%
45%
Very Low users
24%
7%
3%
3%
6%
58%
Low Users
28%
8%
3%
3%
7%
50%
High Users
30%
9%
3%
4%
8%
47%
Very High Users
37%
11%
5%
6%
8%
33%
Metropolitan zone
33%
10%
4%
4%
7%
42%
29%
9%
4%
4%
8%
46%
Rural zone
28%
8%
2%
3%
8%
52%

a year
37%
13%
6%
6%
8%
30%
Primary
Secondary
Partial

32%
9%
3%
4%
8%
44%
Never
26%
7%
2%
3%
7%
55%
Source: Core Survey Q6: When purchasing digital content, what is the latest stage up to which you have the
right to withdraw from the purchase and get your money back? (EU28=22848)
487
Table V.151 Awareness of withdrawal rights from online digital content purchases, by
country
Before
you
Before you started the
paid for the download or
product
streaming
Before
the
download or
streaming
was
completed
Within 24
hours after
you
completed
the
download or
streaming
Within 14
days after
you
completed
the
download or
streaming
Don't know
EU28
30%
9%
4%
4%
7%
47%
AT
20%
10%
2%
5%
12%
52%
BE
39%
6%
1%
2%
5%
48%
BG
31%
3%
2%
3%
10%
51%
CY
34%
3%
3%
5%
9%
46%
CZ
22%
8%
4%
5%
11%
50%
DE
17%
11%
4%
4%
13%
52%
DK
19%
7%
3%
3%
15%
54%
EE
10%
5%
1%
3%
20%
60%
EL
38%
7%
3%
3%
4%
45%
ES
36%
9%
5%
4%
4%
42%
FI
32%
7%
1%
2%
10%
48%
FR
39%
8%
2%
3%
3%
46%
HR
30%
7%
2%
4%
9%
49%
HU
24%
6%
2%
5%
8%
55%
IE
29%
11%
3%
4%
9%
45%
IT
30%
9%
3%
7%
8%
42%
LT
39%
4%
1%
3%
10%
44%
LU
28%
7%
4%
3%
3%
55%
LV
21%
4%
1%
2%
14%
60%
MT
29%
5%
3%
4%
12%
47%
NL
33%
5%
2%
2%
3%
55%
PL
42%
9%
4%
3%
8%
35%
PT
44%
8%
5%
2%
6%
36%
RO
28%
6%
3%
6%
7%
49%
SE
22%
5%
3%
3%
8%
60%
SI
29%
9%
2%
3%
2%
55%
SK
30%
8%
4%
4%
4%
50%
UK
29%
11%
5%
4%
6%
45%
IS
38%
4%
1%
0%
0%
56%
NO
31%
6%
4%
5%
6%
49%
Source: Core Survey Q6: When purchasing digital content, what is the latest stage up to which you have the
right to withdraw from the purchase and get your money back? (EU28=22848)
488
Table V.152 Payment methods used for online purchsases, by socio-demographics
Direct
debit
Gift card
or
voucher
Payment
by
mobile
phone
Cheque
Virtual
currency
Other
18%
17%
14%
3%
2%
1%
3%
25%
12%
18%
15%
3%
2%
1%
3%
44%
23%
47%
15%
9%
7%
2%
2%
2%
47%
28%
25%
17%
17%
12%
4%
2%
2%
2%
49%
47%
30%
24%
19%
18%
16%
3%
2%
1%
3%
18-24
44%
45%
32%
29%
23%
19%
16%
5%
2%
3%
2%
25-34
51%
48%
32%
29%
20%
18%
14%
4%
2%
2%
2%
35-44
53%
50%
28%
23%
19%
16%
14%
4%
2%
1%
2%
45-54
51%
49%
27%
22%
17%
17%
16%
3%
1%
1%
3%
56%
43%
27%
20%
14%
17%
13%
2%
2%
1%
4%
41%
47%
36%
16%
14%
25%
15%
3%
2%
1%
3%
Completed Secondary
51%
47%
28%
22%
21%
15%
14%
3%
2%
1%
3%
(Post-)Graduate
59%
48%
26%
30%
18%
15%
14%
4%
2%
2%
2%
Very difficult
43%
37%
24%
21%
21%
12%
13%
3%
2%
1%
5%
Fairly difficult
50%
47%
25%
23%
20%
16%
15%
3%
2%
1%
3%
Fairly easy
55%
50%
33%
26%
17%
20%
14%
4%
2%
2%
2%
Very easy
60%
54%
36%
29%
14%
25%
16%
4%
2%
2%
2%
Bought tangible goods

/ services
53%
49%
30%
25%
19%
18%
15%
4%
2%
1%
2%
55%
45%
32%
30%
21%
20%
14%
6%
3%
3%
2%
52%
48%
29%
25%
19%
18%
14%
4%
2%
1%
2%

Used
or
accessed
digital content
55%
50%
30%
30%
16%
21%
16%
5%
2%
2%
1%
53%
48%
29%
25%
19%
18%
15%
4%
2%
1%
2%
Very Low users
49%
39%
25%
19%
11%
16%
13%
1%
2%
1%
4%
Low Users
52%
51%
29%
23%
15%
16%
15%
2%
2%
1%
3%
High Users
53%
49%
30%
26%
21%
19%
15%
4%
1%
1%
2%
Very High Users
53%
50%
31%
30%
26%
18%
15%
7%
2%
3%
2%
Metropolitan zone
Other town / urban
centre
53%
46%
29%
26%
19%
15%
13%
4%
2%
2%
3%
51%
48%
27%
26%
18%
18%
15%
3%
2%
1%
3%
Rural zone
51%
47%
31%
19%
17%
20%
15%
3%
2%
1%
3%

times a year
59%
43%
28%
29%
18%
18%
13%
5%
3%
3%
2%
Credit /
charge
card
Online
payment
systems
Bank /
credit
transfer
Debit
card
Cash on
delivery
EU28
52%
47%
29%
24%
EU15
54%
50%
25%
EU13
42%
36%
Male
54%
Female
55+
Primary
/
Secondary
Partial

58%
51%
30%
27%
17%
18%
14%
3%
1%
1%
2%
/ Never
44%
46%
28%
20%
19%
17%
15%
3%
2%
1%
4%
Source: Core survey Q7: Which of the following PAYMENT METHODS have you used for your online purchases
489
Table V.153 Payment methods used for online purchases, by country
Direct
debit
Gift card
or
voucher
Payment
by
mobile
phone
Cheque
Virtual
currency
Other
18%
17%
14%
3%
2%
1%
3%
5%
16%
31%
16%
3%
1%
1%
4%
43%
22%
14%
20%
18%
2%
1%
1%
2%
11%
47%
62%
7%
5%
2%
0%
3%
2%
36%
3%
18%
17%
4%
3%
4%
0%
0%
10%
33%
50%
13%
53%
7%
7%
9%
2%
4%
2%
35%
65%
55%
16%
11%
48%
20%
3%
0%
1%
3%
DK
90%
27%
16%
7%
5%
5%
9%
10%
0%
1%
3%
EE
57%
23%
36%
31%
34%
55%
11%
3%
0%
3%
EL
44%
46%
12%
44%
54%
12%
7%
3%
1%
1%
3%
ES
51%
55%
16%
33%
17%
2%
9%
3%
0%
1%
2%
FI
59%
36%
38%
14%
21%
41%
12%
2%
0%
7%
FR
73%
36%
9%
9%
6%
5%
14%
2%
6%
1%
3%
HR
54%
43%
14%
19%
44%
14%
7%
5%
0%
1%
2%
HU
23%
35%
46%
45%
48%
10%
5%
7%
6%
3%
2%
IE
54%
52%
6%
57%
6%
7%
16%
3%
2%
1%
2%
IT
69%
43%
11%
7%
16%
3%
14%
3%
1%
1%
3%
LT
49%
23%
55%
24%
43%
20%
12%
6%
1%
1%
2%
LU
91%
41%
34%
6%
9%
9%
9%
2%
0%
1%
LV
68%
26%
20%
16%
33%
17%
12%
6%
0%
1%
3%
MT
81%
59%
12%
24%
6%
7%
4%
2%
2%
3%
NL
31%
69%
29%
4%
9%
14%
24%
3%
2%
1%
5%
PL
44%
47%
69%
18%
39%
21%
13%
8%
1%
2%
1%
PT
50%
35%
35%
20%
30%
7%
5%
3%
0%
2%
9%
RO
41%
19%
12%
23%
57%
7%
8%
7%
1%
2%
3%
SE
72%
35%
36%
24%
13%
9%
11%
3%
1%
1%
7%
SI
51%
32%
18%
9%
55%
8%
5%
6%
1%
1%
5%
SK
33%
22%
44%
15%
57%
27%
12%
6%
6%
1%
1%
UK
50%
49%
10%
64%
5%
14%
17%
3%
3%
2%
1%
IS
85%
25%
22%
8%
8%
7%
6%
7%
Credit/
charge
card
Online
payment
systems
Bank/
credit
transfer
Debit
card
Cash on
delivery
EU28
52%
47%
29%
24%
AT
54%
40%
58%
BE
71%
36%
BG
31%
49%
CY
63%
CZ
46%
DE
NO
81%
33%
13%
14%
13%
18%
14%
4%
1%
2%
4%
Source: Core survey Q7: Which of the following PAYMENT METHODS have you used for your online purchases
490
Table V.154 Devices used for online purchases, by socio-demographics

Desktop
computer
Laptop
Smartphone
Tablet
TV
Other
EU28
42%
47%
5%
5%
1%
1%
EU15
42%
46%
5%
5%
0%
1%
EU13
43%
48%
5%
2%
1%
1%
Male
49%
42%
5%
4%
0%
1%
Female
35%
52%
5%
6%
1%
2%
18-24
32%
53%
10%
3%
1%
1%
25-34
35%
52%
8%
5%
1%
1%
35-44
43%
45%
5%
6%
0%
1%
45-54
45%
45%
2%
6%
1%
2%
55+
52%
41%
2%
3%
1%
2%
47%
41%
5%
5%
1%
1%
Completed Secondary
44%
45%
4%
5%
0%
2%
(Post-)Graduate
39%
50%
5%
5%
0%
1%
Very difficult
45%
41%
6%
4%
1%
3%
Fairly difficult
43%
46%
5%
4%
1%
1%
Fairly easy
40%
49%
4%
5%
0%
1%
41%
46%
6%
6%
0%
1%
42%
47%
5%
5%
1%
1%
40%
44%
9%
6%
0%
1%
42%
47%
5%
5%
1%
1%

content
41%
45%
7%
6%
1%
0%
42%
47%
5%
5%
1%
1%
Very Low users
47%
43%
3%
5%
1%
2%
Low Users
42%
49%
3%
4%
0%
1%
High Users
39%
50%
5%
5%
0%
1%
Very High Users
40%
45%
8%
5%
1%
1%
Metropolitan zone
41%
48%
5%
4%
0%
1%
42%
46%
5%
5%
1%
1%
Rural zone
43%
46%
4%
5%
1%
1%

year
42%
46%
6%
5%
0%
1%
Very easy
Bought tangible
services
goods

39%
50%
5%
5%
0%
1%
Never
45%
44%
4%
4%
1%
2%
Source: Core survey Q8: Which of the following DEVICES did you use to make your online purchases over the
last 12 months? (EU28 N=22848)
491
Table V.155 Devices used for online purchases, by country

Desktop
computer
Laptop
Smartphone
Tablet
TV
Other
EU28
42%
47%
5%
5%
1%
1%
AT
41%
48%
4%
5%
0%
1%
BE
40%
53%
3%
4%
0%
1%
BG
45%
50%
2%
1%
1%
1%
CY
25%
50%
9%
11%
2%
4%
CZ
49%
43%
4%
2%
1%
2%
DE
45%
44%
5%
5%
0%
1%
DK
34%
52%
3%
8%
1%
2%
EE
37%
54%
5%
3%
0%
2%
EL
46%
46%
4%
4%
0%
1%
ES
47%
42%
4%
5%
1%
1%
FI
36%
54%
3%
5%
0%
2%
FR
43%
48%
3%
3%
1%
2%
HR
47%
40%
6%
4%
1%
2%
HU
59%
33%
5%
2%
1%
1%
IE
27%
56%
8%
9%
2%
IT
45%
43%
6%
5%
0%
1%
LT
46%
47%
3%
2%
0%
2%
LU
41%
43%
4%
10%
1%
1%
LV
45%
44%
6%
3%
1%
2%
MT
38%
49%
3%
9%
1%
NL
39%
42%
5%
11%
0%
3%
PL
35%
60%
3%
1%
0%
1%
PT
33%
57%
2%
3%
1%
4%
RO
49%
37%
7%
2%
2%
3%
SE
41%
48%
5%
5%
0%
2%
SI
41%
46%
7%
5%
1%
1%
SK
41%
49%
4%
4%
1%
1%
UK
35%
49%
7%
8%
0%
1%
IS
28%
56%
5%
5%
2%
3%
NO
28%
55%
6%
7%
1%
3%
Source: Core survey Q8: Which of the following DEVICES did you use to make your online purchases over the
last 12 months? (EU28 N=22848)
492
11%
9%
8%
7%
5%
5%
4%
4%
EU15
22%
12%
12%
10%
8%
7%
5%
5%
4%
4%
EU13
19%
16%
10%
6%
11%
10%
2%
4%
6%
4%
Male
15%
18%
10%
10%
4%
8%
6%
7%
3%
4%
Female
28%
7%
12%
8%
12%
7%
4%
3%
6%
4%
18-24
25%
13%
10%
5%
8%
4%
6%
10%
2%
4%
25-34
23%
12%
11%
6%
8%
7%
5%
6%
7%
4%
35-44
23%
13%
11%
7%
7%
9%
4%
4%
5%
4%
45-54
22%
12%
12%
11%
9%
7%
5%
3%
2%
5%
55+
16%
13%
13%
14%
9%
9%
4%
2%
4%
5%
23%
13%
12%
6%
8%
8%
5%
6%
5%
4%
Completed Secondary
23%
12%
11%
9%
9%
8%
5%
4%
4%
4%
(Post-)Graduate
20%
12%
12%
11%
8%
7%
4%
4%
5%
4%
Very difficult
20%
15%
12%
5%
9%
8%
4%
5%
5%
4%
Fairly difficult
23%
13%
10%
9%
8%
8%
5%
5%
5%
4%
Fairly easy
20%
12%
12%
10%
8%
7%
5%
5%
4%
4%
Very easy
21%
12%
12%
10%
10%
7%
4%
4%
3%
4%
22%
13%
11%
9%
8%
7%
5%
5%
4%
4%
18%
13%
10%
6%
8%
9%
6%
7%
4%
4%
22%
13%
11%
9%
8%
7%
5%
5%
4%
4%
19%
13%
11%
7%
7%
8%
5%
6%
3%
3%
21%
13%
11%
9%
8%
7%
5%
5%
4%
4%
Very Low users
21%
11%
13%
10%
8%
8%
6%
3%
5%
4%
Low Users
23%
12%
10%
10%
8%
8%
4%
3%
5%
5%
High Users
22%
13%
11%
10%
9%
7%
4%
4%
5%
5%
Very High Users
21%
15%
11%
6%
8%
8%
5%
7%
3%
3%
Metropolitan zone
19%
14%
11%
11%
8%
7%
5%
5%
4%
5%
22%
12%
12%
8%
9%
7%
5%
4%
5%
4%
Rural zone
24%
12%
12%
8%
7%
8%
4%
4%
5%
4%
17%
12%
11%
12%
6%
9%
6%
7%
3%
4%
22%
12%
12%
11%
9%
7%
4%
4%
4%
5%
Online
reservations of
offline leisure
Travel services
13%
Computer
games and
software
Toys and
childcare
articles
Books
21%
Music & film
Electronics &
computer
hardware
EU28
Cosmetics and
healthcare
products
Electrical
household
appliances
Clothing, shoes
and accessories
Table V.156 Type of latest online purchase, by socio-demographics (part 1)

23%
13%
11%
6%
9%
7%
5%
4%
5%
4%
Source: Core survey Q9: Thinking about your LATEST ONLINE PURCHASE, what kind of product did you buy?
(excluding purchases from private individuals or purchases of second hand products) (EU28 N=21657)
493
Non-electrical
household goods
& interior design
Sports and
outdoor
equipment
E-books
Games
Music
Films and TV
series
Software
Live events
Online news
services
Other video
content
Table V.157 Type of latest online purchase, by socio-demographics (part 2)
EU28
4%
2%
2%
1%
1%
1%
1%
0%
0%
0%
EU15
4%
2%
2%
1%
1%
1%
1%
0%
0%
0%
EU13
4%
3%
1%
2%
1%
1%
1%
1%
0%
0%
Male
3%
3%
2%
2%
1%
1%
1%
1%
0%
0%
Female
4%
2%
2%
1%
1%
1%
0%
0%
0%
0%
18-24
2%
3%
1%
4%
3%
1%
0%
1%
0%
0%
25-34
3%
2%
2%
1%
1%
1%
1%
1%
0%
0%
35-44
4%
3%
1%
2%
1%
1%
1%
1%
0%
0%
45-54
5%
3%
2%
1%
1%
1%
1%
0%
1%
0%
55+
5%
2%
2%
0%
1%
0%
1%
0%
0%
0%
4%
3%
2%
1%
1%
1%
1%
0%
0%
0%
Completed Secondary
4%
2%
1%
1%
1%
1%
1%
1%
0%
0%
(Post-)Graduate
3%
2%
2%
1%
1%
1%
1%
0%
0%
0%
Very difficult
4%
2%
2%
1%
1%
1%
1%
0%
0%
0%
Fairly difficult
4%
3%
1%
1%
1%
1%
1%
0%
0%
0%
Fairly easy
4%
2%
2%
2%
2%
1%
1%
1%
0%
0%
Very easy
4%
2%
2%
2%
1%
1%
0%
0%
0%
0%
4%
2%
2%
1%
1%
1%
1%
0%
0%
0%
3%
3%
2%
2%
2%
2%
2%
1%
1%
0%
4%
2%
2%
1%
1%
1%
1%
0%
0%
0%
3%
2%
4%
3%
2%
2%
1%
1%
1%
0%
4%
2%
2%
1%
1%
1%
1%
0%
0%
0%
Very Low users
4%
2%
2%
1%
1%
1%
0%
0%
0%
0%
Low Users
4%
2%
2%
1%
1%
1%
1%
0%
0%
0%
High Users
4%
2%
1%
1%
1%
1%
1%
1%
0%
0%
Very High Users
3%
3%
1%
2%
2%
1%
1%
1%
0%
0%
Metropolitan zone
3%
2%
1%
1%
1%
1%
1%
1%
0%
0%
4%
3%
2%
1%
1%
1%
1%
0%
0%
0%
Rural zone
4%
2%
2%
1%
1%
1%
0%
0%
0%
0%
3%
3%
2%
1%
1%
1%
1%
1%
0%
0%
3%
2%
2%
1%
1%
1%
1%
0%
0%
0%

5%
3%
2%
2%
1%
1%
1%
0%
0%
0%
494
Table V.158 Type of latest online purchase, by country (part 1)
Clothing,
shoes and
accessories
Electronics
&
computer
hardware
Books
Travel
services
(hotels,
transport)
Cosmetics
and
healthcare
products
Electrical
household
appliances
Music &
film
Computer
games
and
software
Toys
and
childcare
articles
Online
reservations
of offline
leisure
EU28
21%
13%
11%
9%
8%
7%
5%
5%
4%
4%
AT
23%
11%
15%
9%
9%
6%
5%
3%
5%
4%
BE
26%
9%
10%
14%
6%
6%
4%
3%
4%
8%
BG
25%
16%
CY
29%
10%
8%
4%
13%
10%
2%
3%
5%
4%
5%
19%
7%
1%
1%
3%
2%
7%
CZ
16%
16%
7%
6%
11%
10%
2%
5%
7%
4%
DE
24%
12%
15%
5%
9%
7%
6%
5%
4%
3%
DK
22%
11%
8%
12%
8%
3%
4%
6%
3%
8%
EE
21%
10%
7%
13%
13%
2%
2%
1%
3%
10%
EL
22%
16%
6%
11%
13%
10%
2%
3%
4%
6%
ES
23%
14%
6%
15%
7%
5%
4%
5%
4%
6%
FI
20%
13%
7%
15%
11%
4%
5%
4%
2%
4%
FR
22%
13%
13%
11%
8%
6%
4%
5%
5%
3%
HR
25%
14%
5%
7%
16%
4%
1%
2%
5%
9%
HU
15%
14%
12%
7%
9%
10%
3%
6%
6%
5%
IE
25%
11%
12%
14%
5%
4%
4%
6%
2%
5%
IT
19%
13%
15%
11%
7%
8%
4%
4%
4%
5%
LT
18%
12%
7%
11%
14%
8%
0%
1%
6%
11%
LU
17%
8%
15%
18%
4%
4%
3%
2%
4%
6%
LV
22%
17%
2%
9%
9%
10%
1%
1%
3%
14%
MT
27%
12%
11%
14%
8%
5%
3%
2%
6%
6%
NL
26%
12%
8%
12%
6%
6%
6%
3%
5%
7%
PL
20%
17%
11%
4%
12%
9%
2%
3%
6%
3%
PT
22%
16%
9%
12%
10%
4%
2%
5%
3%
7%
RO
16%
18%
10%
5%
10%
14%
3%
5%
5%
3%
SE
22%
12%
10%
11%
10%
3%
6%
5%
3%
4%
SI
23%
19%
3%
10%
12%
6%
1%
3%
4%
6%
SK
22%
12%
10%
5%
11%
13%
3%
4%
5%
3%
UK
19%
9%
11%
8%
5%
9%
8%
5%
5%
3%
IS
15%
4%
7%
28%
5%
3%
1%
3%
2%
11%
NO
20%
9%
9%
15%
10%
4%
5%
6%
2%
4%
495
Table V.159 Type of latest online purchase, by country (part 2)

Nonelectrical
household
Sports
goods &
and
interior
outdoor
design
equipment
Ebooks
Films
Online
Other
and TV
Live
news
video
series Software events services content
Games
Music
EU28
4%
2%
2%
1%
1%
1%
1%
0%
0%
0%
AT
4%
2%
3%
1%
1%
0%
1%
0%
0%
0%
BE
4%
2%
1%
1%
1%
0%
1%
0%
1%
BG
3%
2%
1%
1%
1%
0%
1%
0%
0%
0%
CY
3%
8%
0%
0%
1%
1%
3%
1%
1%
CZ
4%
4%
1%
4%
0%
1%
1%
0%
0%
0%
DE
4%
2%
2%
1%
2%
1%
1%
0%
0%
0%
DK
4%
2%
1%
3%
1%
2%
1%
0%
0%
0%
EE
4%
3%
2%
1%
1%
1%
3%
3%
1%
EL
2%
3%
1%
1%
0%
0%
1%
0%
0%
0%
ES
3%
3%
1%
1%
1%
1%
0%
0%
0%
0%
FI
4%
3%
1%
3%
1%
2%
1%
0%
0%
0%
FR
3%
2%
0%
2%
1%
1%
0%
0%
0%
0%
HR
3%
3%
0%
1%
0%
1%
1%
1%
1%
1%
HU
4%
3%
1%
2%
1%
0%
1%
1%
0%
IE
3%
2%
2%
2%
2%
1%
2%
0%
0%
IT
3%
2%
3%
1%
1%
1%
0%
1%
0%
0%
LT
6%
3%
1%
1%
1%
1%
LU
3%
3%
6%
1%
3%
0%
2%
0%
0%
LV
3%
4%
2%
1%
0%
1%
2%
0%
0%
1%
MT
2%
2%
1%
1%
2%
1%
NL
4%
1%
1%
2%
1%
1%
1%
1%
0%
0%
PL
4%
3%
1%
2%
0%
1%
1%
1%
0%
0%
PT
3%
2%
0%
2%
1%
1%
0%
1%
0%
RO
5%
2%
0%
1%
0%
1%
0%
1%
0%
0%
SE
3%
2%
1%
3%
1%
1%
1%
1%
1%
0%
SI
2%
6%
0%
1%
1%
0%
0%
1%
0%
SK
6%
3%
1%
1%
1%
0%
1%
0%
0%
UK
5%
3%
5%
1%
2%
1%
0%
0%
0%
IS
4%
4%
2%
3%
1%
5%
2%
2%
1%
0%
NO
4%
2%
1%
3%
2%
2%
1%
1%
1%
0%
496
Table V.160 Amount spent on latest online purchase, by socio-demographics

Average
in euros
EU28
100
EU15
102
EU13
91
Male
113
Female
86
18-24
72
25-34
90
35-44
94
45-54
109
55+
124
104
Completed Secondary
96
(Post-)Graduate
102
Very difficult
84
Fairly difficult
92
Fairly easy
108
Very easy
Bought
services
121
tangible
goods
100
105
100

Used or
accessed
content
99
digital
Very Low users
100
101
Low Users
99
High Users
94
Very High Users
102
Metropolitan zone
104
96
Rural zone
101

year
122
111

81
Source: Core survey Q10: How much MONEY did you spend on your latest online purchase? (excluding
purchases from private individuals or purchases of second hand products) (EU28 N=21273)
497
Table V.161 Amount spent on latest online purchase, by country

Average
in euros
EU28
100
AT
119
BE
116
BG
77
CY
114
CZ
97
DE
102
DK
118
EE
72
EL
100
ES
104
FI
113
FR
104
HR
74
HU
69
IE
95
IT
105
LT
104
LU
121
LV
100
MT
120
NL
114
PL
89
PT
81
RO
105
SE
106
SI
103
SK
104
UK
88
IS
146
NO
145
Source: Core survey Q10: How much MONEY did you spend on your latest online purchase? (excluding
purchases from private individuals or purchases of second hand products) (EU28 N=21273)
498
Table V.162 Total

demographics
amount of
time spent
on latest online
purchase,
by
socio-
5-6
hours
6
hours
or
more
Average
2%
4%
8%
3,1
5%
2%
4%
7%
2,9
18%
7%
3%
4%
9%
26%
16%
6%
3%
4%
8%
3,5
36%
29%
16%
6%
2%
4%
7%
2,7
18-24
29%
25%
19%
7%
3%
5%
12%
5,4
25-34
30%
29%
18%
7%
2%
5%
9%
3,6
35-44
35%
29%
16%
6%
2%
3%
8%
2,7
45-54
41%
28%
15%
5%
3%
3%
6%
2,4
55+
46%
26%
14%
4%
2%
3%
5%
2,3
38%
28%
15%
6%
2%
4%
7%
3,2
Completed Secondary
36%
29%
17%
6%
2%
4%
7%
(Post-)Graduate
37%
27%
16%
5%
2%
4%
8%
Very difficult
31%
29%
16%
6%
2%
5%
12%
4,9
Fairly difficult
34%
29%
17%
6%
2%
4%
7%
2,9
Fairly easy
40%
26%
16%
5%
2%
4%
7%
Very easy
39%
27%
16%
6%
2%
4%
6%
2,4
37%
28%
16%
6%
2%
4%
8%
3,1
28%
26%
18%
7%
3%
6%
12%
4,9
36%
28%
16%
6%
2%
4%
8%
3,2
32%
27%
18%
6%
2%
5%
10%
3,8
36%
28%
16%
6%
2%
4%
8%
3,1
Very Low users
42%
28%
16%
4%
2%
3%
6%
2,3
Low Users
41%
28%
14%
5%
2%
3%
7%
2,8
High Users
38%
29%
16%
6%
2%
3%
7%
2,7
Very High Users
27%
27%
19%
8%
3%
6%
11%
4,4
Metropolitan zone
35%
26%
17%
6%
3%
4%
9%
3,5
36%
29%
16%
6%
2%
4%
7%
2,8
Rural zone
39%
28%
16%
5%
2%
3%
7%
3,1
29%
26%
18%
7%
3%
6%
11%
3,9
38%
28%
16%
5%
3%
3%
7%
Up
to 1
hour
1-2
hours
2-3
hours
3-4
hours
4-5
hours
EU28
37%
28%
16%
6%
EU15
38%
27%
16%
EU13
29%
30%
Male
37%
Female

39%
29%
16%
5%
2%
3%
6%
2,8
Source: Core survey Q11: Roughly how much TIME did you spend online IN TOTAL shopping for [insert answer
from Q9] (from initial research through final purchase)? (EU28 N=21657)
499
Table V.163 Total amount of time spent on latest online purchase, by country
Up to 1
hour
1-2
hours
2-3
hours
3-4
hours
4-5
hours
5-6
hours
6 hours or
more
Average
EU28
37%
28%
16%
6%
2%
4%
8%
3,1
AT
48%
24%
13%
5%
2%
4%
6%
2,6
BE
52%
25%
10%
4%
2%
2%
5%
3,2
BG
29%
32%
17%
7%
3%
5%
9%
4,6
CY
33%
28%
19%
6%
2%
5%
8%
3,6
CZ
36%
27%
15%
5%
2%
3%
13%
6,1
DE
40%
26%
16%
6%
2%
4%
6%
2,8
DK
56%
23%
8%
4%
1%
2%
6%
2,5
EE
45%
28%
12%
6%
1%
2%
5%
2,6
EL
27%
31%
20%
8%
3%
4%
8%
3,3
ES
29%
30%
17%
8%
3%
5%
9%
3,5
FI
49%
30%
11%
3%
1%
2%
4%
1,9
FR
48%
23%
11%
4%
2%
3%
9%
2,9
HR
34%
31%
15%
6%
2%
4%
9%
3,3
HU
30%
33%
14%
8%
2%
4%
10%
IE
33%
30%
21%
5%
2%
3%
8%
2,8
IT
21%
34%
21%
7%
3%
5%
9%
3,1
LT
50%
24%
10%
4%
2%
2%
8%
3,8
LU
60%
21%
6%
3%
0%
1%
9%
3,3
LV
36%
29%
16%
8%
2%
2%
7%
3,5
MT
34%
30%
15%
6%
3%
3%
8%
3,4
NL
44%
28%
12%
5%
2%
2%
7%
2,4
PL
27%
28%
22%
8%
4%
4%
7%
3,5
PT
45%
26%
12%
4%
2%
3%
8%
3,2
RO
22%
33%
19%
8%
2%
6%
11%
SE
43%
29%
13%
6%
2%
2%
6%
2,2
SI
26%
34%
17%
6%
3%
6%
9%
3,5
SK
26%
30%
17%
8%
2%
6%
11%
4,2
UK
36%
28%
19%
4%
3%
4%
7%
2,8
IS
53%
19%
13%
2%
1%
4%
8%
NO
49%
25%
11%
3%
2%
2%
6%
2,9
Source: Core survey Q11: Roughly how much TIME did you spend online IN TOTAL shopping for [insert answer
from Q9] (from initial research through final purchase)? (EU28 N=21657)
500
Table V.164 Origin of latest online purchase, by socio-demographics
Domestic
Cross-border Cross-border
inside EU
outside EU
I don't
know
EU28
70%
12%
6%
12%
EU15
69%
13%
6%
13%
EU13
75%
10%
6%
9%
Male
69%
14%
6%
11%
Female
71%
10%
5%
14%
18-24
61%
16%
11%
13%
25-34
67%
14%
6%
12%
35-44
70%
13%
5%
12%
45-54
71%
11%
5%
13%
55+
77%
8%
4%
12%
74%
9%
3%
14%
Completed Secondary
69%
12%
6%
13%
(Post-)Graduate
70%
14%
6%
10%
Very difficult
67%
10%
6%
17%
Fairly difficult
69%
12%
6%
13%
Fairly easy
71%
12%
6%
11%
Very easy
72%
13%
5%
10%
70%
12%
6%
12%
64%
18%
8%
10%
70%
12%
6%
12%
67%
15%
7%
11%
70%
12%
6%
12%
Very Low users
73%
9%
4%
15%
Low Users
70%
11%
5%
13%
High Users
69%
14%
6%
12%
Very High Users
68%
14%
8%
10%
Metropolitan zone
69%
15%
6%
11%
71%
11%
6%
12%
Rural zone
70%
11%
5%
14%
63%
21%
7%
9%
71%
12%
6%
11%

72%
8%
5%
Source: Core survey Q12: Where did you buy this product online from? (EU28 N=21657)
15%
501
Table V.165 Origin of latest online purchase, by country
Domestic
Crossborder
inside
EU
Crossborder
outside
EU
I don't
know
EU28
70%
12%
6%
12%
AT
41%
47%
4%
9%
BE
49%
34%
4%
12%
BG
64%
13%
13%
10%
CY
24%
41%
23%
11%
CZ
79%
8%
6%
7%
DE
78%
7%
3%
12%
DK
65%
17%
8%
10%
EE
63%
20%
11%
6%
EL
62%
15%
13%
10%
ES
64%
14%
9%
13%
FI
64%
18%
8%
10%
FR
65%
11%
5%
19%
HR
56%
17%
19%
9%
HU
74%
9%
7%
9%
IE
37%
40%
14%
10%
IT
63%
16%
5%
17%
LT
71%
13%
10%
5%
LU
16%
74%
5%
6%
LV
56%
21%
14%
10%
MT
12%
62%
20%
6%
NL
77%
8%
4%
11%
PL
80%
6%
3%
11%
PT
53%
20%
14%
14%
RO
79%
8%
4%
9%
SE
72%
9%
7%
12%
SI
66%
15%
10%
9%
SK
70%
15%
7%
8%
UK
78%
8%
5%
9%
IS
46%
20%
25%
9%
NO
61%
16%
13%
10%
Source: Core survey Q12: Where did you buy this product online from? (EU28 N=21657)
502
Table V.166 Research steps before latest online purchase,by socio-demographics(part 1)
Visited online
service
intermediaries
Visited
manufacturer
/ brand
websites
Visited iTunes,
Google Play or
equivalent
stores and
portals
33%
33%
33%
29%
31%
36%
32%
30%
40%
42%
17%
37%
22%
40%
38%
35%
31%
33%
26%
41%
41%
37%
32%
36%
33%
32%
18-24
43%
39%
41%
32%
27%
32%
29%
25-34
45%
38%
39%
35%
32%
35%
34%
35-44
43%
40%
38%
34%
33%
34%
27%
45-54
40%
42%
38%
33%
34%
33%
33%
55+
38%
44%
33%
32%
35%
31%
19%
45%
40%
36%
32%
33%
30%
35%
40%
41%
38%
34%
31%
35%
28%
(Post) Graduate
42%
43%
38%
34%
35%
34%
25%
Very difficult
38%
34%
35%
29%
22%
28%
28%
Fairly difficult
43%
42%
39%
34%
33%
33%
30%
Fairly easy
42%
42%
38%
34%
37%
35%
28%
Very easy
42%
42%
38%
35%
35%
36%
35%
44%
43%
39%
35%
33%
35%
29%
43%
41%
41%
36%
35%
35%
29%
42%
42%
39%
34%
34%
34%
29%
46%
42%
40%
36%
39%
36%
29%
43%
42%
39%
34%
34%
34%
29%
Very Low users
37%
36%
30%
28%
31%
27%
19%
Low users
41%
42%
35%
31%
32%
33%
32%
High users
43%
43%
42%
34%
34%
35%
26%
Very High users
46%
43%
43%
40%
39%
39%
32%
40%
42%
39%
35%
33%
34%
31%
43%
41%
37%
32%
33%
34%
30%
43%
40%
37%
34%
35%
31%
24%
40%
44%
41%
39%
39%
36%
34%
43%
43%
40%
35%
38%
35%
26%
42%
38%
35%
30%
23%
31%
28%
Visited online
market places
Visited seller
or service
provider
websites
Searched
using a
general search
engine
Searched
using a price
comparison
website
EU28
42%
41%
38%
EU15
43%
41%
37%
EU13
37%
41%
Man
42%
Woman
Primary - Partial
Secondary
Completed
Secondary
Paid for tangible

goods
Paid for online
services
Used
online
services
Paid for digital
content
Used
digital
content
Metropolitan
zone
Other town
urban centre
Rural zone
Daily - At least
a few times a
year
At least once a
year
Less than once
a year - Never
Source: Core survey
N=21657)
503
Q14: Which of the following did you do to RESEARCH THIS ONLINE PURCHASE? (EU28
Table V.167 Research steps before latest online purchase,by socio-demographics(part 2)
Discussed
with family,
friends,
colleagues
Browsed the
website of a
store that I
had visited in
person
Read online
reviews in
portals or
independent
advice
websites
EU28
26%
25%
EU15
25%
EU13
30%
Man
Visited shops
in person
Read, heard or
viewed
reports/ads in
print/radio/TV
Visited social
networking
sites
Contacted
online or
phone
customer
service
24%
16%
14%
14%
12%
25%
22%
17%
14%
13%
11%
24%
33%
13%
17%
19%
15%
24%
24%
25%
17%
14%
13%
13%
Woman
27%
26%
23%
16%
15%
15%
11%
18-24
33%
26%
30%
21%
17%
24%
12%
25-34
28%
25%
28%
18%
16%
18%
12%
35-44
24%
26%
23%
17%
13%
14%
11%
45-54
25%
26%
21%
16%
14%
11%
11%
55+
21%
23%
19%
12%
12%
7%
12%
26%
26%
23%
15%
13%
12%
11%
25%
24%
23%
16%
14%
14%
11%
(Post) Graduate
26%
26%
25%
17%
15%
14%
12%
Very difficult
22%
22%
19%
17%
14%
15%
12%
Fairly difficult
27%
24%
23%
16%
14%
15%
11%
Fairly easy
26%
27%
25%
17%
15%
13%
12%
Very easy
25%
25%
27%
16%
16%
15%
14%
27%
26%
25%
17%
15%
15%
12%
28%
28%
31%
20%
20%
22%
18%
26%
25%
25%
16%
14%
15%
12%
28%
28%
29%
20%
17%
18%
14%
26%
25%
25%
17%
14%
15%
12%
Very Low users
22%
23%
16%
17%
13%
7%
11%
Low users
25%
25%
22%
15%
12%
11%
10%
High users
25%
24%
25%
13%
13%
15%
10%
Very High users
29%
27%
32%
20%
19%
23%
15%
Metropolitan zone
Other
town
/
urban centre
27%
26%
25%
18%
15%
16%
14%
26%
24%
25%
16%
14%
14%
11%
Rural zone
24%
25%
21%
14%
13%
11%
10%
30%
30%
31%
22%
20%
20%
18%
27%
25%
25%
17%
14%
14%
11%
22%
23%
20%
14%
12%
11%
9%
Primary - Partial
Secondary
Completed
Secondary
Paid for tangible

goods
Paid for online
services
Used
online
services
Paid for digital
content
Used
digital
content
Daily - At least a
few times a year
At least once a
year
Less than once a
year - Never
Source: Core survey
N=21657)
504
Q14: Which of the following did you do to RESEARCH THIS ONLINE PURCHASE? (EU28
Table V.168 Research steps before latest online purchase, by country (part 1)
Visited
iTunes,
Google Play
or
equivalent
Searched
Visited
stores and
using a
online
Visited
portals for
price
service
manufactur
games,
comparison intermediar er / brand
films,
website
ies
websites
music etc.
Visited
online
market
places
Visited
seller or
service
provider
websites
Searched
using a
general
search
engine
EU28
42%
41%
38%
33%
33%
33%
29%
PL
55%
33%
37%
46%
15%
39%
22%
DE
54%
38%
37%
37%
43%
29%
37%
LU
52%
39%
37%
23%
38%
33%
25%
MT
51%
37%
43%
25%
57%
26%
30%
UK
50%
38%
35%
26%
42%
31%
31%
IT
47%
37%
39%
33%
32%
40%
31%
AT
46%
45%
35%
36%
41%
29%
27%
ES
43%
51%
45%
34%
38%
40%
26%
CY
42%
22%
42%
31%
54%
20%
57%
RO
41%
39%
42%
35%
17%
35%
21%
FR
41%
39%
35%
27%
36%
28%
28%
EL
40%
36%
50%
54%
37%
31%
29%
IE
39%
44%
43%
23%
44%
30%
24%
HR
33%
49%
53%
41%
14%
42%
17%
BG
30%
41%
43%
34%
21%
39%
30%
EE
28%
50%
35%
22%
27%
44%
8%
LV
27%
45%
37%
34%
20%
26%
18%
HU
26%
53%
40%
39%
15%
40%
20%
BE
24%
57%
40%
27%
31%
37%
28%
PT
23%
38%
34%
26%
34%
35%
26%
SI
22%
53%
35%
43%
16%
39%
17%
LT
20%
44%
38%
29%
9%
31%
22%
FI
17%
50%
30%
27%
16%
28%
14%
SK
16%
36%
41%
48%
17%
25%
28%
NL
16%
46%
32%
29%
33%
30%
31%
CZ
14%
53%
39%
48%
15%
42%
23%
SE
13%
43%
29%
32%
25%
27%
16%
DK
11%
39%
33%
24%
13%
32%
18%
IS
22%
52%
32%
19%
33%
32%
30%
NO
18%
45%
21%
22%
25%
39%
21%
Source: Core survey Q14: Which of the following did you do to RESEARCH THIS ONLINE PURCHASE? (EU28
N=21657)
505
Table V.169 Research steps before latest online purchase, by country (part 2)
Browsed
Read online
the website reviews in
Discussed
of a store
portals or
with family, that I had independen
friends,
visited in
t advice
colleagues
person
websites
Visited
shops in
person
Read,
heard or
viewed
reports/ads
in
print/radio/
TV
Visited
social
networking
sites
Contacted
online or
phone
customer
service
EU28
26%
25%
24%
16%
14%
14%
12%
PL
30%
24%
41%
13%
15%
17%
14%
DE
27%
27%
28%
17%
14%
9%
10%
LU
19%
14%
11%
13%
12%
10%
7%
MT
30%
16%
24%
7%
14%
22%
5%
UK
27%
26%
24%
20%
15%
12%
13%
IT
22%
22%
30%
12%
13%
15%
14%
AT
25%
29%
30%
15%
13%
10%
7%
ES
28%
25%
19%
21%
16%
21%
13%
CY
25%
10%
18%
7%
11%
21%
9%
RO
29%
22%
31%
16%
20%
23%
19%
FR
23%
23%
10%
19%
12%
11%
10%
EL
24%
21%
30%
12%
14%
18%
19%
IE
28%
24%
31%
16%
16%
17%
9%
HR
31%
29%
34%
8%
18%
27%
18%
BG
31%
23%
22%
6%
16%
21%
7%
EE
29%
17%
21%
8%
18%
15%
14%
LV
32%
29%
16%
9%
16%
18%
13%
HU
31%
26%
15%
15%
22%
22%
21%
BE
23%
29%
15%
17%
11%
11%
6%
PT
21%
15%
17%
10%
14%
18%
8%
SI
30%
25%
29%
10%
16%
24%
15%
LT
33%
27%
29%
15%
11%
14%
5%
FI
20%
37%
16%
8%
9%
8%
10%
SK
35%
29%
38%
19%
22%
21%
17%
NL
17%
30%
12%
19%
14%
11%
6%
CZ
29%
21%
39%
13%
13%
16%
10%
SE
25%
31%
18%
12%
13%
12%
9%
DK
18%
31%
13%
10%
8%
9%
8%
IS
37%
12%
25%
7%
17%
20%
8%
20%
17%
16%
10%
11%
11%
9%
NO
Source: Core survey Q14: Which of the following did you do to RESEARCH THIS ONLINE PURCHASE? (EU28
N=21657)
506
Table V.170 Delivery options (latest online purchase), by country
Delivered to a
home/work
address
Picked up in
person in a shop
Picked up in
person from a
collecting
point/safe box in
a public location
EU28
83%
8%
5%
4%
AT
94%
3%
1%
2%
BE
77%
9%
11%
3%
BG
76%
4%
2%
19%
CY
44%
3%
4%
49%
CZ
67%
15%
8%
10%
DE
95%
3%
1%
1%
DK
67%
6%
13%
15%
EE
40%
9%
34%
17%
EL
75%
13%
1%
11%
ES
84%
8%
4%
4%
FI
36%
6%
22%
36%
FR
73%
12%
13%
2%
HR
89%
3%
1%
7%
HU
71%
14%
6%
9%
IE
93%
4%
2%
1%
IT
93%
5%
1%
1%
LT
56%
19%
9%
17%
LU
85%
1%
11%
3%
LV
38%
19%
13%
30%
MT
95%
1%
5%
NL
92%
5%
3%
1%
PL
79%
11%
8%
2%
PT
79%
6%
6%
10%
RO
82%
7%
1%
10%
SE
46%
18%
14%
22%
SI
84%
8%
1%
6%
SK
76%
12%
3%
10%
UK
88%
10%
1%
1%
IS
42%
17%
1%
40%
NO
48%
20%
7%
Source: Core survey Q16: How was this product DELIVERED? (EU28 N=17092)
25%
507
Picked up in
person from a
local post office
The price was lowest
I purchased from the site

before
Delivery costs were low
The site had a good

reputation
Product information was

clear and complete
Delivery options were

convenient
It offered my preferred
payment method
Delivery in my country
was possible
It was a seller to whom it

is easy to return products
and get reimbursed
The website/app was

clearly designed and easy
to use
It was the only site that

offered the product I
wanted
Table V.171 Reasons for choosing the website/appstore/app, by socio-demographics

(part 1)
EU28
45%
44%
33%
26%
24%
22%
20%
20%
14%
14%
13%
EU15
44%
44%
33%
26%
23%
20%
20%
18%
14%
13%
13%
EU13
47%
43%
33%
26%
27%
29%
19%
32%
14%
16%
13%
Male
45%
41%
32%
28%
24%
22%
21%
20%
14%
14%
12%
Female
44%
47%
33%
25%
24%
22%
19%
20%
15%
14%
14%
18-24
43%
39%
33%
29%
18%
20%
18%
22%
14%
17%
14%
25-34
46%
40%
30%
26%
20%
21%
18%
19%
13%
13%
13%
35-44
45%
42%
33%
27%
21%
19%
18%
19%
14%
12%
13%
45-54
46%
48%
34%
26%
27%
23%
22%
21%
15%
14%
12%
55+
44%
51%
33%
25%
32%
25%
23%
18%
17%
15%
14%
44%
42%
32%
24%
23%
21%
24%
15%
16%
12%
11%
46%
45%
33%
28%
24%
21%
20%
21%
14%
13%
13%
(Post-)Graduate
45%
46%
34%
26%
25%
23%
18%
21%
14%
15%
14%
Very difficult
47%
37%
28%
24%
21%
19%
20%
21%
12%
11%
14%
Fairly difficult
47%
44%
34%
26%
24%
22%
20%
20%
14%
13%
14%
Fairly easy
43%
47%
33%
27%
25%
24%
20%
20%
15%
14%
13%
Very easy
43%
46%
33%
28%
26%
20%
20%
19%
18%
16%
9%
45%
44%
33%
26%
24%
22%
20%
20%
14%
14%
13%
40%
41%
29%
27%
24%
21%
20%
19%
15%
16%
13%
45%
44%
33%
27%
24%
22%
20%
20%
15%
14%
13%
40%
42%
32%
27%
23%
21%
19%
18%
14%
16%
13%
45%
45%
33%
27%
24%
22%
20%
20%
15%
14%
13%
Very Low users
43%
43%
29%
22%
22%
20%
17%
14%
13%
10%
11%
Low Users
46%
47%
36%
25%
25%
22%
22%
23%
16%
13%
14%
High Users
48%
47%
35%
29%
26%
22%
19%
22%
14%
15%
14%
Very High Users
43%
40%
32%
30%
23%
23%
21%
20%
15%
16%
14%
Metropolitan zone
Other
town
/
urban centre
44%
40%
31%
26%
23%
22%
19%
21%
13%
15%
14%
45%
45%
33%
27%
25%
22%
20%
20%
14%
14%
13%
Rural zone
46%
47%
34%
26%
24%
22%
21%
19%
16%
12%
13%
27%
27%
22%
19%
18%
18%
14%
15%
13%
33%
27%
26%
23%
20%
21%
16%
14%
14%
Primary / Partial
Secondary
Completed
Secondary
Bought
tangible
goods / services
Paid for online
services
Used
online
services
Paid for digital
content
Used or accessed
digital content
Daily - At least a
few times a year
37%
38%
At least once a
year
47%
45%
Less than once a
year / Never
47%
46%
Source: Core survey Q17: Why did
product? (EU28 N=21657)
508
34%
26%
24%
22%
21%
20%
14%
13%
13%
you choose the website/appstore/app from which you finally bought this
Contractual terms
were clear and fair
It was from a seller

that guarantees good
after-sales service
The
website/appstore/app
included product
reviews from other
customers
There was a trust

mark on the website
The product was not

offered in my country
I trust the foreign

country where I'm
buying from
I understand the
language of the
foreign website
The site provided a

phone number /
contact details of the
seller
Information on
consumer rights
(besides contractual
terms) was clear and
complete
Other
Table V.172 Reasons for choosing the website/appstore/app, by socio-demographics

(part 2)
EU28
11%
10%
9%
9%
9%
8%
7%
6%
5%
5%
EU15
9%
10%
9%
9%
8%
8%
6%
5%
5%
5%
EU13
17%
12%
12%
11%
15%
9%
12%
12%
6%
3%
Male
12%
11%
9%
10%
9%
9%
8%
7%
5%
4%
Female
10%
9%
10%
9%
9%
7%
6%
6%
4%
5%
18-24
9%
10%
12%
11%
10%
10%
9%
6%
5%
4%
25-34
10%
10%
10%
10%
10%
7%
8%
5%
4%
4%
35-44
10%
10%
9%
9%
9%
8%
6%
5%
4%
5%
45-54
11%
10%
9%
8%
8%
7%
7%
7%
4%
5%
55+
14%
10%
9%
9%
9%
9%
5%
8%
6%
5%
13%
10%
8%
8%
7%
9%
6%
5%
5%
6%
Primary / Partial
Secondary
Completed
Secondary
10%
11%
9%
10%
9%
6%
6%
7%
5%
4%
(Post-)Graduate
11%
10%
10%
9%
10%
8%
8%
7%
5%
4%
Very difficult
10%
10%
8%
8%
10%
7%
5%
6%
4%
6%
Fairly difficult
10%
11%
9%
9%
11%
8%
6%
6%
5%
4%
Fairly easy
11%
10%
10%
9%
8%
8%
8%
7%
5%
4%
Very easy
14%
11%
9%
11%
7%
7%
8%
6%
5%
5%
11%
10%
9%
9%
9%
8%
7%
6%
5%
5%
13%
13%
11%
12%
10%
9%
8%
7%
7%
3%
11%
10%
10%
9%
9%
8%
7%
6%
5%
4%
11%
12%
11%
10%
10%
9%
8%
6%
6%
4%
11%
10%
9%
9%
9%
8%
7%
6%
5%
4%
9%
8%
6%
6%
6%
6%
5%
6%
4%
7%
Bought
tangible
goods / services
Paid for online
services
Used
online
services
Paid for digital
content
Used or accessed
digital content
Very Low users
Low Users
10%
9%
8%
8%
10%
10%
7%
5%
4%
4%
High Users
11%
10%
10%
9%
9%
8%
8%
7%
4%
4%
Very High Users
12%
13%
12%
13%
10%
8%
8%
7%
7%
3%
Metropolitan zone
Other
town
/
urban centre
11%
10%
9%
10%
10%
8%
7%
7%
5%
4%
10%
10%
10%
9%
9%
7%
7%
6%
5%
5%
Rural zone
12%
10%
9%
9%
8%
8%
6%
6%
5%
5%
Daily - At least a
few times a year
13%
11%
11%
12%
11%
9%
9%
7%
7%
At least once a
year
11%
10%
9%
10%
9%
7%
8%
6%
5%
Less than once a
year / Never
10%
10%
9%
8%
8%
8%
5%
6%
4%
Source: Core survey Q17: Why did you choose the website/appstore/app from which you finally bought
509
3%
4%
6%
this
The price was lowest
I purchased from the site

before
Delivery costs were low
The site had a good

reputation
Product information was

clear and complete
Delivery options were

convenient
It offered my preferred
payment method
Delivery in my country
was possible
It was a seller to whom it

is easy to return products
and get reimbursed
The website/app was

clearly designed and easy
to use
It was the only site that

offered the product I
wanted
Table V.173 Reasons for choosing the website/appstore/app, by country (part 1)
EU 28
45%
44%
33%
26%
24%
22%
20%
20%
14%
14%
13%
AT
36%
46%
34%
23%
23%
20%
27%
27%
21%
12%
10%
BE
48%
52%
36%
31%
26%
27%
16%
32%
12%
14%
16%
BG
48%
48%
32%
35%
29%
23%
27%
44%
12%
20%
12%
CY
55%
39%
32%
46%
17%
8%
21%
29%
9%
19%
13%
CZ
37%
43%
26%
25%
30%
25%
15%
25%
17%
18%
15%
DE
42%
45%
36%
20%
27%
21%
29%
11%
22%
12%
9%
DK
37%
49%
20%
16%
15%
15%
9%
18%
15%
8%
19%
EE
51%
53%
27%
21%
24%
35%
27%
47%
9%
18%
19%
EL
64%
42%
36%
27%
28%
12%
35%
37%
9%
19%
11%
ES
49%
37%
31%
26%
26%
21%
19%
15%
12%
16%
13%
FI
50%
48%
33%
19%
17%
22%
20%
30%
12%
22%
22%
FR
45%
45%
31%
26%
19%
23%
11%
20%
11%
13%
14%
HR
53%
40%
41%
20%
35%
17%
22%
57%
15%
18%
17%
HU
49%
40%
29%
30%
26%
32%
12%
33%
12%
22%
13%
IE
49%
50%
39%
34%
23%
17%
19%
36%
14%
15%
15%
IT
46%
41%
34%
35%
20%
16%
21%
10%
13%
8%
12%
LT
45%
49%
27%
27%
30%
40%
23%
32%
13%
21%
16%
LU
31%
52%
28%
31%
26%
20%
13%
47%
19%
15%
13%
LV
41%
49%
32%
22%
29%
25%
18%
52%
10%
21%
22%
MT
51%
52%
32%
40%
25%
13%
17%
46%
12%
17%
11%
NL
40%
51%
26%
27%
25%
20%
19%
9%
7%
10%
13%
PL
52%
43%
37%
24%
27%
34%
21%
18%
14%
14%
11%
PT
50%
44%
30%
29%
28%
16%
20%
38%
17%
14%
15%
RO
40%
40%
29%
29%
22%
25%
19%
28%
14%
14%
16%
SE
35%
47%
28%
18%
13%
14%
19%
19%
6%
12%
18%
SI
55%
49%
35%
14%
32%
32%
20%
47%
21%
16%
15%
SK
43%
36%
28%
26%
28%
28%
14%
34%
14%
15%
12%
UK
42%
47%
33%
31%
24%
19%
17%
12%
13%
15%
15%
IS
38%
49%
30%
24%
24%
10%
20%
24%
8%
12%
25%
NO
43%
52%
39%
25%
17%
11%
16%
25%
8%
14%
19%
Source: Core survey Q17: Why did you choose the website/appstore/app from which you finally bought this
510
I understand the
language of the foreign
website
The site provided a phone

number /contact details of
the seller
Information on consumer
rights (besides contractual
terms) was clear and
complete
Other
6%
5%
5%
9%
7%
4%
6%
6%
10%
10%
6%
3%
6%
8%
11%
12%
7%
3%
10%
9%
15%
9%
10%
1%
12%
15%
6%
9%
12%
6%
3%
8%
7%
7%
5%
5%
4%
6%
5%
3%
5%
8%
13%
12%
10%
4%
4%
10%
5%
7%
6%
23%
5%
10%
11%
4%
5%
10%
7%
17%
10%
16%
9%
9%
10%
9%
2%
8%
11%
10%
11%
7%
2%
6%
7%
4%
3%
FI
13%
2%
4%
4%
14%
6%
6%
6%
5%
6%
FR
9%
6%
8%
11%
7%
11%
7%
4%
3%
5%
HR
23%
18%
15%
9%
26%
7%
11%
16%
8%
4%
HU
16%
9%
9%
18%
13%
13%
15%
12%
8%
4%
IE
4%
10%
10%
6%
12%
11%
7%
8%
4%
3%
IT
10%
14%
9%
8%
8%
5%
5%
4%
5%
4%
LT
14%
14%
13%
7%
17%
15%
14%
8%
5%
4%
LU
6%
9%
16%
14%
7%
7%
12%
5%
3%
5%
LV
12%
6%
8%
10%
26%
12%
12%
7%
5%
4%
MT
7%
11%
11%
12%
13%
12%
11%
8%
3%
3%
NL
7%
3%
5%
13%
8%
12%
6%
5%
4%
11%
PL
21%
11%
12%
9%
12%
9%
13%
13%
4%
2%
PT
8%
13%
7%
15%
12%
6%
8%
10%
5%
3%
RO
11%
10%
12%
18%
13%
12%
10%
11%
7%
4%
9%
9%
8%
6%
8%
6%
11%
9%
10%
15%
6%
15%
10%
8%
13%
15%
CZ
14%
18%
14%
DE
15%
12%
DK
5%
EE
10%
EL
ES
It was from a seller that

guarantees good aftersales service
9%
Contractual terms were

clear and fair
The product was not

offered in my country
7%
There was a trust mark on

the website
8%
The website/appstore/app
included product reviews
from other customers
I trust the foreign country

where I'm buying from
Table V.174 Reasons for choosing the website/appstore/app, by country (part 2)
EU
28
11%
10%
AT
15%
11%
BE
10%
8%
BG
15%
CY
SE
8%
7%
4%
3%
10%
11%
7%
6%
2%
7%
SI
10%
10%
9%
13%
17%
4%
14%
10%
4%
2%
SK
20%
10%
12%
8%
10%
8%
14%
9%
6%
5%
UK
5%
10%
11%
7%
7%
11%
4%
5%
3%
6%
IS
16%
5%
5%
6%
26%
19%
22%
7%
5%
10%
NO
6%
5%
4%
4%
15%
12%
12%
3%
4%
6%
Source: Core survey Q17: Why did you choose the website/appstore/app from which you finally bought this
511
Table V.175 Purchase after visiting a physical shop: books, by socio-demographics
Never
Rarely
Sometimes
Often
Always
EU28
19%
28%
35%
15%
4%
EU15
18%
27%
37%
15%
4%
EU13
21%
31%
28%
16%
4%
Male
22%
28%
34%
13%
4%
Female
16%
27%
36%
17%
4%
18-24
23%
29%
31%
14%
4%
25-34
17%
28%
35%
15%
5%
35-44
17%
27%
36%
16%
4%
45-54
16%
28%
38%
16%
3%
55+
22%
27%
33%
14%
4%
22%
28%
34%
12%
4%
Completed Secondary
19%
27%
36%
15%
4%
(Post-)Graduate
16%
28%
36%
17%
4%
Very difficult
20%
26%
34%
13%
7%
Fairly difficult
18%
28%
37%
14%
3%
Fairly easy
18%
29%
34%
16%
3%
Very easy
23%
23%
30%
19%
5%
19%
28%
35%
15%
4%
20%
26%
32%
18%
5%
18%
28%
35%
15%
4%
18%
26%
35%
17%
5%
18%
28%
35%
15%
4%
Very Low users
18%
29%
38%
13%
2%
Low Users
18%
30%
37%
13%
2%
High Users
20%
28%
35%
13%
4%
Very High Users
19%
24%
32%
19%
6%
Metropolitan zone
18%
26%
35%
17%
5%
18%
28%
36%
14%
4%
Rural zone
21%
28%
34%
15%
3%
19%
24%
32%
19%
6%
17%
28%
37%
16%
3%

20%
30%
35%
12%
3%
Source: Core survey Q18.1: How often do you shop in the following way for each of the following product
types? I buy this product online after looking at it in a physical shop. Books (EU28 N=13066)
512
Table V.176 Purchase after visiting a physical shop: books, by country

Never
Rarely
Sometimes
Often
Always
EU28
19%
28%
35%
15%
4%
AT
29%
30%
27%
12%
2%
BE
19%
27%
39%
14%
2%
BG
25%
36%
25%
12%
2%
CY
23%
32%
33%
9%
3%
CZ
28%
36%
23%
10%
4%
DE
23%
29%
30%
14%
3%
DK
27%
33%
31%
8%
2%
EE
20%
33%
35%
10%
2%
EL
23%
30%
29%
14%
4%
ES
11%
23%
48%
16%
2%
FI
21%
35%
35%
9%
1%
FR
14%
27%
37%
19%
4%
HR
17%
34%
38%
9%
2%
HU
18%
38%
25%
16%
3%
IE
14%
24%
46%
14%
2%
IT
16%
21%
37%
17%
9%
LT
24%
33%
27%
12%
4%
LU
19%
26%
35%
18%
2%
LV
29%
34%
29%
3%
5%
MT
21%
26%
27%
18%
8%
NL
32%
18%
39%
10%
2%
PL
18%
27%
30%
21%
4%
PT
14%
32%
42%
11%
1%
RO
22%
34%
27%
11%
6%
SE
20%
34%
35%
9%
3%
SI
30%
33%
26%
9%
2%
SK
29%
32%
26%
12%
2%
UK
16%
27%
39%
14%
4%
IS
27%
38%
25%
9%
1%
NO
23%
28%
36%
9%
4%
types? I buy this product online after looking at it in a physical shop. Books (EU28 N=13066)
513
Table V.177 Purchase after visiting a physical shop: electronics & computer hardware, by
socio-demographics
Never
Rarely
Sometimes
Often
Always
EU28
10%
25%
40%
19%
5%
EU15
10%
25%
43%
17%
4%
EU13
11%
25%
32%
24%
8%
Male
11%
25%
40%
20%
5%
Female
10%
27%
40%
18%
5%
18-24
13%
25%
36%
20%
6%
25-34
9%
25%
38%
22%
6%
35-44
10%
24%
41%
20%
5%
45-54
11%
25%
44%
16%
4%
55+
11%
28%
41%
15%
5%
13%
28%
40%
14%
5%
Completed Secondary
11%
26%
40%
19%
5%
9%
24%
41%
21%
5%
Very difficult
14%
25%
39%
13%
9%
Fairly difficult
11%
27%
42%
17%
4%
Fairly easy
9%
25%
40%
22%
5%
Very easy
13%
23%
37%
20%
7%
10%
25%
40%
19%
5%
11%
24%
36%
23%
6%
10%
25%
40%
19%
5%
10%
24%
39%
22%
6%
10%
25%
40%
19%
5%
Very Low users
11%
28%
44%
14%
3%
Low Users
10%
29%
42%
16%
3%
High Users
11%
26%
42%
17%
5%
Very High Users
10%
21%
37%
25%
8%
9%
25%
40%
20%
7%
11%
25%
41%
18%
5%
Rural zone
13%
26%
40%
18%
3%
10%
23%
36%
25%
7%
9%
25%
42%
18%
5%
(Post-)Graduate
Metropolitan zone

12%
27%
41%
15%
4%
types? I buy this product online after looking at it in a physical shop. Electronics & computer hardware (EU28
N=14494)
514
Table V.178 Purchase after visiting a physical shop: electronics & computer hardware, by
country
Never
Rarely
Sometimes
Often
Always
EU28
10%
25%
40%
19%
5%
AT
18%
32%
34%
13%
3%
BE
12%
24%
46%
16%
2%
BG
15%
33%
27%
18%
7%
CY
24%
16%
32%
20%
8%
CZ
18%
38%
26%
14%
5%
DE
15%
29%
36%
15%
5%
DK
17%
29%
38%
13%
3%
EE
12%
35%
34%
16%
3%
EL
9%
25%
34%
24%
9%
ES
5%
19%
55%
18%
3%
FI
12%
32%
40%
14%
2%
FR
8%
26%
43%
19%
4%
HR
15%
31%
35%
17%
3%
HU
14%
36%
32%
17%
3%
IE
10%
21%
49%
17%
3%
IT
9%
27%
36%
20%
8%
LT
12%
27%
31%
21%
9%
LU
16%
31%
34%
18%
1%
LV
12%
26%
35%
19%
9%
MT
17%
29%
27%
20%
8%
NL
16%
19%
48%
16%
2%
PL
5%
18%
32%
35%
11%
PT
10%
29%
43%
16%
3%
RO
14%
23%
39%
15%
9%
SE
12%
32%
43%
11%
2%
SI
13%
29%
38%
14%
6%
SK
20%
29%
34%
15%
3%
UK
7%
22%
48%
19%
4%
IS
19%
35%
34%
10%
2%
NO
15%
33%
37%
11%
4%
types? I buy this product online after looking at it in a physical shop. Electronics & computer hardware (EU28
N=14494)
515
Table V.179 Purchase after visiting a physical shop: electrical household appliances, by
socio-demographics
Never
Rarely
Sometimes
Often
Always
EU28
10%
26%
41%
18%
5%
EU15
10%
27%
42%
17%
4%
EU13
8%
24%
35%
24%
10%
Male
11%
25%
41%
18%
5%
9%
26%
40%
19%
6%
18-24
15%
26%
34%
20%
5%
25-34
8%
25%
40%
21%
6%
35-44
8%
24%
43%
19%
6%
45-54
10%
27%
42%
17%
4%
55+
11%
28%
41%
16%
5%
12%
29%
39%
16%
4%
Completed Secondary
10%
27%
41%
17%
6%
8%
24%
42%
20%
6%
Very difficult
14%
26%
38%
14%
8%
Fairly difficult
10%
27%
41%
17%
5%
8%
25%
42%
20%
5%
13%
22%
38%
21%
7%
10%
26%
41%
18%
5%
10%
23%
38%
21%
7%
10%
26%
41%
19%
5%

Used or
accessed
content
10%
24%
40%
21%
6%
10%
26%
41%
19%
5%
11%
30%
42%
14%
3%
Low Users
9%
27%
43%
17%
4%
High Users
10%
28%
39%
18%
5%
Very High Users
10%
21%
40%
22%
8%
9%
25%
40%
20%
7%
10%
25%
42%
18%
5%
Rural zone
12%
28%
40%
17%
5%

year
9%
21%
40%
23%
7%
8%
27%
43%
18%
5%
Female
(Post-)Graduate
Fairly easy
Very easy
Bought
services
tangible
goods
digital
Very Low users
Metropolitan zone

12%
28%
39%
16%
5%
types? I buy this product online after looking at it in a physical shop. Electrical household appliances (EU28
N=12732)
516
Table V.180 Purchase after visiting a physical shop: electrical household appliances, by
country
Never
Rarely
Sometimes
Often
Always
EU28
10%
26%
41%
18%
5%
AT
18%
34%
33%
12%
3%
BE
11%
28%
44%
14%
3%
BG
9%
33%
34%
16%
8%
CY
29%
31%
29%
3%
8%
CZ
13%
37%
28%
16%
6%
DE
14%
32%
36%
15%
3%
DK
18%
32%
36%
12%
3%
EE
12%
35%
33%
14%
6%
EL
8%
21%
37%
25%
10%
ES
8%
27%
48%
15%
3%
FI
12%
36%
41%
9%
2%
FR
9%
28%
43%
16%
5%
HR
17%
29%
40%
11%
3%
HU
12%
37%
34%
15%
3%
IE
9%
24%
50%
15%
3%
IT
11%
27%
40%
15%
8%
LT
8%
28%
33%
16%
15%
LU
20%
28%
33%
15%
4%
LV
9%
27%
33%
23%
8%
MT
17%
25%
27%
29%
3%
NL
17%
16%
50%
16%
2%
PL
4%
15%
34%
34%
14%
PT
12%
29%
39%
14%
6%
RO
8%
23%
39%
20%
11%
SE
13%
34%
40%
11%
2%
SI
12%
23%
40%
14%
11%
SK
16%
25%
37%
18%
5%
UK
6%
19%
48%
23%
5%
IS
14%
39%
36%
9%
2%
NO
13%
35%
36%
12%
5%
types? I buy this product online after looking at it in a physical shop .Electrical household appliances (EU28
N=12732)
517
Table V.181 Purchase after visiting a physical shop: computer games & software, by
socio-demographics
Never
Rarely
Sometimes
Often
Always
EU28
16%
25%
36%
18%
6%
EU15
15%
24%
37%
19%
6%
EU13
22%
28%
30%
15%
5%
Male
16%
24%
35%
19%
6%
Female
15%
26%
37%
18%
5%
18-24
17%
24%
30%
21%
8%
25-34
14%
23%
36%
21%
6%
35-44
13%
23%
41%
18%
5%
45-54
16%
27%
36%
17%
4%
55+
23%
30%
32%
11%
4%
19%
22%
37%
16%
6%
Completed Secondary
16%
26%
35%
19%
5%
(Post-)Graduate
14%
26%
36%
18%
6%
Very difficult
17%
26%
34%
13%
10%
Fairly difficult
15%
26%
37%
17%
5%
Fairly easy
15%
24%
35%
20%
5%
19%
23%
33%
19%
8%
16%
25%
36%
18%
6%
14%
22%
35%
22%
8%
16%
25%
36%
18%
6%

Used or
accessed
content
14%
22%
36%
21%
7%
16%
25%
36%
18%
6%
Very Low users
17%
28%
38%
15%
2%
Low Users
17%
30%
37%
13%
3%
High Users
17%
27%
36%
16%
4%
Very High Users
14%
20%
34%
23%
9%
Metropolitan zone
14%
23%
35%
21%
7%
17%
25%
36%
17%
6%
Rural zone
18%
27%
35%
16%
4%

year
14%
21%
34%
23%
9%
14%
25%
38%
18%
5%
Very easy
Bought
services
tangible
goods
digital

19%
28%
35%
15%
4%
types? I buy this product online after looking at it in a physical shop. Computer games & software (EU28
N=10411)
518
Table V.182 Purchase after visiting a physical shop: computer games & software, by
country
Never
Rarely
Sometimes
Often
Always
EU28
16%
25%
36%
18%
6%
AT
29%
27%
30%
12%
3%
BE
21%
26%
36%
15%
2%
BG
28%
29%
25%
13%
5%
CY
30%
23%
32%
13%
3%
CZ
27%
34%
25%
10%
5%
DE
18%
27%
34%
16%
5%
DK
23%
26%
32%
13%
6%
EE
26%
35%
32%
6%
EL
19%
27%
31%
16%
6%
ES
9%
21%
44%
21%
6%
FI
22%
26%
37%
12%
3%
FR
11%
20%
40%
21%
8%
HR
19%
31%
32%
14%
4%
HU
22%
30%
29%
15%
4%
IE
14%
24%
39%
17%
6%
IT
11%
24%
37%
23%
7%
LT
28%
28%
28%
8%
9%
LU
26%
22%
32%
16%
5%
LV
43%
26%
23%
4%
5%
MT
29%
27%
22%
13%
8%
NL
28%
18%
35%
17%
2%
PL
17%
27%
33%
18%
5%
PT
14%
26%
43%
13%
3%
RO
21%
27%
29%
16%
7%
SE
18%
33%
31%
14%
4%
SI
26%
32%
25%
12%
5%
SK
30%
26%
29%
11%
3%
UK
12%
24%
37%
21%
6%
IS
32%
25%
29%
9%
4%
NO
17%
27%
37%
16%
4%
types? I buy this product online after looking at it in a physical shop. Computer games & software (EU28
N=10411)
519
Table V.183 Purchase after visiting a physical shop: music & film, by socio-demographics
Never
Rarely
Sometimes
Often
Always
EU28
17%
26%
34%
18%
5%
EU15
16%
25%
36%
18%
5%
EU13
22%
29%
28%
15%
5%
Male
17%
25%
34%
19%
5%
Female
17%
28%
35%
17%
4%
18-24
18%
28%
29%
18%
7%
25-34
15%
24%
35%
21%
6%
35-44
14%
25%
37%
19%
5%
45-54
19%
27%
36%
15%
3%
55+
23%
27%
33%
14%
3%
17%
26%
33%
17%
6%
Completed Secondary
18%
25%
36%
16%
4%
(Post-)Graduate
16%
27%
35%
18%
5%
Very difficult
17%
26%
34%
15%
8%
Fairly difficult
16%
27%
36%
17%
5%
Fairly easy
16%
26%
35%
19%
4%
Very easy
22%
23%
29%
19%
7%
17%
26%
34%
18%
5%
14%
24%
31%
22%
9%
17%
26%
34%
18%
5%
15%
24%
33%
21%
7%
17%
26%
34%
18%
5%
Very Low users
17%
30%
39%
14%
1%
Low Users
17%
31%
36%
14%
2%
High Users
20%
27%
35%
15%
4%
Very High Users
15%
21%
31%
24%
9%
Metropolitan zone
14%
24%
36%
20%
6%
18%
27%
33%
17%
5%
Rural zone
18%
28%
34%
17%
3%
13%
22%
32%
23%
9%
17%
26%
36%
18%
4%

20%
28%
35%
14%
3%
types? I buy this product online after looking at it in a physical shop. music & film (EU28 N=10411)
520
Table V.184 Purchase after visiting a physical shop: music & film, by country
Never
Rarely
Sometimes
Often
Always
EU28
17%
26%
34%
18%
5%
AT
27%
29%
29%
12%
3%
BE
20%
25%
39%
14%
3%
BG
25%
34%
25%
13%
3%
CY
40%
27%
28%
5%
CZ
26%
36%
22%
12%
4%
DE
20%
28%
30%
17%
5%
DK
23%
27%
36%
11%
3%
EE
27%
30%
25%
15%
3%
EL
20%
31%
29%
15%
5%
ES
8%
21%
47%
20%
5%
FI
19%
31%
37%
11%
2%
FR
14%
24%
36%
22%
5%
HR
19%
34%
32%
11%
4%
HU
20%
31%
30%
15%
4%
IE
10%
22%
44%
21%
4%
IT
11%
24%
35%
22%
8%
LT
30%
25%
28%
14%
3%
LU
28%
22%
28%
17%
5%
LV
34%
33%
20%
8%
5%
MT
31%
30%
23%
7%
9%
NL
27%
19%
35%
16%
3%
PL
19%
27%
30%
19%
5%
PT
14%
28%
46%
11%
1%
RO
20%
28%
31%
13%
8%
SE
19%
31%
33%
14%
3%
SI
28%
26%
31%
13%
2%
SK
31%
28%
27%
11%
4%
UK
14%
25%
37%
18%
5%
IS
27%
23%
26%
25%
NO
18%
24%
38%
14%
6%
types? I buy this product online after looking at it in a physical shop. music & film (EU28 N=10411)
521
Table V.185 Purchase after visiting a physical shop: clothing, shoes & accessories, by
socio-demographics
Never
Rarely
Sometimes
Often
Always
EU28
12%
20%
37%
25%
6%
EU15
13%
20%
38%
24%
5%
EU13
11%
20%
34%
27%
9%
Male
13%
21%
38%
22%
6%
Female
12%
20%
36%
27%
6%
18-24
14%
20%
33%
26%
8%
25-34
9%
21%
36%
27%
7%
35-44
11%
19%
38%
26%
6%
45-54
13%
22%
38%
24%
4%
55+
16%
21%
40%
19%
4%
16%
22%
34%
22%
6%
Completed Secondary
12%
20%
38%
25%
5%
(Post-)Graduate
10%
20%
39%
26%
5%
Very difficult
13%
20%
37%
21%
10%
Fairly difficult
12%
20%
38%
24%
5%
Fairly easy
11%
21%
38%
26%
5%
14%
20%
32%
26%
7%
12%
20%
37%
25%
6%
11%
18%
32%
30%
9%
12%
20%
37%
25%
6%

Used or
accessed
content
11%
19%
35%
27%
7%
12%
20%
37%
25%
6%
Very Low users
14%
24%
42%
18%
3%
Low Users
13%
22%
40%
22%
3%
High Users
12%
21%
38%
24%
5%
Very High Users
11%
16%
31%
33%
10%
Metropolitan zone
11%
20%
37%
26%
7%
12%
21%
38%
25%
5%
Rural zone
14%
21%
37%
23%
4%

year
11%
16%
35%
29%
9%
11%
20%
37%
28%
5%
Very easy
Bought
services
tangible
goods
digital

14%
23%
39%
20%
4%
types? I buy this product online after looking at it in a physical shop. Clothing, shoes & accessories (EU28
N=16495)
522
Table V.186 Purchase after visiting a physical shop: clothing, shoes & accessories, by
country
Never
Rarely
Sometimes
Often
Always
EU28
12%
20%
37%
25%
6%
AT
23%
24%
31%
19%
3%
BE
13%
21%
41%
22%
3%
BG
13%
20%
33%
28%
6%
CY
23%
23%
30%
20%
4%
CZ
19%
32%
26%
19%
5%
DE
19%
22%
31%
23%
5%
DK
20%
26%
35%
16%
3%
EE
15%
31%
33%
17%
4%
EL
10%
24%
33%
26%
8%
ES
5%
16%
46%
28%
5%
FI
14%
29%
39%
16%
2%
FR
10%
19%
40%
26%
4%
HR
10%
20%
39%
25%
5%
HU
13%
29%
32%
21%
4%
IE
9%
21%
42%
24%
4%
IT
10%
18%
36%
28%
8%
LT
13%
17%
37%
26%
8%
LU
22%
23%
30%
21%
4%
LV
22%
29%
36%
10%
4%
MT
15%
19%
30%
29%
8%
NL
21%
17%
40%
19%
3%
PL
5%
15%
35%
33%
12%
PT
11%
26%
44%
18%
2%
RO
14%
21%
36%
20%
10%
SE
17%
26%
40%
14%
3%
SI
16%
25%
33%
20%
6%
SK
15%
23%
31%
25%
7%
UK
8%
20%
42%
25%
5%
IS
18%
36%
36%
8%
2%
NO
12%
30%
37%
16%
4%
types? I buy this product online after looking at it in a physical shop. Clothing, shoes & accessories (EU28
N=16495)
523
Table V.187 Purchase after visiting a physical shop: cosmetics & healthcare products, by
socio-demographics
Never
Rarely
Sometimes
Often
Always
EU28
13%
23%
37%
23%
5%
EU15
13%
23%
38%
22%
5%
EU13
12%
22%
34%
25%
7%
Male
16%
25%
36%
18%
5%
Female
10%
21%
37%
26%
6%
18-24
13%
25%
31%
24%
7%
25-34
11%
21%
37%
24%
7%
35-44
11%
23%
38%
23%
5%
45-54
13%
23%
39%
21%
4%
55+
17%
23%
35%
20%
5%
16%
24%
33%
21%
5%
Completed Secondary
12%
23%
37%
22%
5%
(Post-)Graduate
11%
21%
38%
24%
5%
Very difficult
15%
23%
33%
21%
9%
Fairly difficult
12%
23%
38%
23%
5%
Fairly easy
12%
22%
38%
23%
5%
Very easy
17%
21%
32%
21%
9%
13%
23%
37%
23%
5%
12%
20%
34%
26%
8%
12%
23%
37%
23%
6%
12%
21%
35%
25%
7%
13%
23%
37%
23%
6%
Very Low users
14%
24%
42%
17%
3%
Low Users
13%
26%
38%
21%
3%
High Users
12%
24%
37%
22%
4%
Very High Users
12%
18%
33%
28%
9%
Metropolitan zone
12%
21%
37%
23%
7%
12%
24%
36%
22%
5%
Rural zone
15%
22%
37%
22%
4%
11%
19%
36%
25%
9%
11%
24%
37%
24%
5%

15%
24%
37%
20%
4%
types? I buy this product online after looking at it in a physical shop. Cosmetics & healthcare products (EU28
N=13130)
524
Table V.188 Purchase after visiting a physical shop: cosmetics & healthcare products, by
country
Never
Rarely
Sometimes
Often
Always
EU28
13%
23%
37%
23%
5%
AT
20%
31%
30%
16%
3%
BE
16%
19%
42%
20%
3%
BG
13%
22%
33%
25%
8%
CY
24%
18%
30%
22%
7%
CZ
20%
32%
24%
19%
4%
DE
20%
26%
31%
20%
4%
DK
20%
27%
35%
14%
4%
EE
13%
27%
35%
21%
4%
EL
12%
20%
36%
25%
8%
ES
7%
19%
43%
26%
5%
FI
18%
28%
32%
20%
2%
FR
10%
20%
41%
25%
4%
HR
13%
23%
36%
25%
4%
HU
16%
28%
31%
21%
4%
IE
11%
20%
42%
23%
5%
IT
8%
24%
36%
24%
9%
LT
14%
19%
39%
23%
5%
LU
25%
32%
30%
11%
2%
LV
16%
31%
26%
20%
8%
MT
12%
21%
37%
23%
8%
NL
21%
21%
39%
16%
4%
PL
7%
19%
36%
30%
8%
PT
13%
29%
35%
20%
3%
RO
14%
20%
38%
21%
7%
SE
16%
26%
42%
14%
4%
SI
18%
29%
32%
16%
5%
SK
18%
23%
31%
23%
6%
UK
10%
20%
42%
22%
6%
IS
9%
43%
38%
8%
3%
NO
15%
28%
38%
16%
4%
types? I buy this product online after looking at it in a physical shop. Cosmetics & healthcare products (EU28
N=13130)
525
Table V.189 Purchase after visiting a physical shop: toys & childcare articles, by sociodemographics
Never
Rarely
Sometimes
Often
Always
EU28
13%
25%
38%
21%
5%
EU15
13%
24%
39%
20%
5%
EU13
12%
25%
33%
24%
6%
Male
15%
25%
37%
19%
5%
Female
11%
24%
39%
23%
4%
18-24
18%
26%
32%
18%
7%
25-34
10%
23%
39%
23%
5%
35-44
12%
22%
38%
24%
4%
45-54
13%
27%
40%
16%
5%
55+
15%
28%
37%
17%
3%
16%
25%
36%
17%
7%
Completed Secondary
12%
26%
37%
21%
4%
(Post-)Graduate
11%
23%
39%
22%
4%
Very difficult
14%
21%
35%
22%
9%
Fairly difficult
12%
26%
39%
19%
5%
Fairly easy
12%
25%
39%
21%
4%
16%
22%
32%
26%
5%
13%
25%
38%
21%
5%
11%
23%
35%
25%
7%
12%
25%
38%
21%
5%

Used or
accessed
content
12%
24%
36%
23%
6%
12%
24%
38%
21%
5%
Very Low users
13%
27%
43%
16%
2%
Low Users
11%
26%
41%
18%
3%
High Users
15%
26%
36%
20%
4%
Very High Users
12%
21%
34%
25%
7%
Metropolitan zone
11%
24%
37%
22%
6%
14%
24%
39%
20%
4%
Rural zone
13%
26%
37%
19%
4%

year
11%
20%
37%
24%
8%
12%
26%
37%
21%
4%
Very easy
Bought
services
tangible
goods
digital

14%
26%
39%
18%
3%
types? I buy this product online after looking at it in a physical shop. Toys & childcare articles (EU28 N=9859)
526
Table V.190 Purchase after visiting a physical shop: toys & childcare articles, by country
Never
Rarely
Sometimes
Often
Always
EU28
13%
25%
38%
21%
5%
AT
22%
28%
34%
15%
2%
BE
12%
26%
47%
14%
2%
BG
13%
30%
33%
21%
4%
CY
27%
21%
27%
20%
5%
CZ
15%
38%
27%
16%
4%
DE
20%
27%
30%
18%
5%
DK
16%
33%
36%
11%
4%
EE
15%
31%
36%
16%
3%
EL
10%
24%
35%
24%
6%
ES
10%
22%
44%
21%
2%
FI
13%
35%
39%
11%
2%
FR
9%
25%
41%
22%
4%
HR
11%
25%
37%
24%
3%
HU
14%
32%
31%
20%
3%
IE
8%
20%
47%
24%
2%
IT
10%
24%
37%
21%
8%
LT
10%
28%
36%
19%
7%
LU
23%
21%
33%
20%
3%
LV
16%
28%
30%
20%
6%
MT
19%
17%
38%
22%
5%
NL
19%
21%
40%
18%
2%
PL
8%
21%
34%
31%
6%
PT
9%
29%
43%
15%
5%
RO
15%
24%
34%
19%
8%
SE
20%
31%
38%
9%
2%
SI
24%
21%
32%
16%
6%
SK
22%
25%
31%
18%
4%
UK
9%
20%
45%
21%
5%
IS
16%
42%
27%
13%
2%
NO
16%
28%
37%
14%
6%
types? I buy this product online after looking at it in a physical shop. Toys & childcare articles (EU28 N=9859)
527
Table V.191 Purchase after visiting a physical shop: sports & outdoor equipment, by
socio-demographics
Never
Rarely
Sometimes
Often
Always
EU28
13%
26%
38%
18%
5%
EU15
13%
26%
40%
17%
5%
EU13
13%
26%
34%
21%
6%
Male
13%
25%
39%
18%
5%
Female
13%
27%
38%
19%
5%
18-24
14%
26%
34%
18%
7%
25-34
11%
25%
40%
19%
6%
35-44
10%
25%
42%
19%
4%
45-54
14%
27%
39%
17%
4%
55+
19%
29%
32%
15%
5%
19%
26%
34%
15%
6%
Completed Secondary
13%
26%
38%
18%
5%
(Post-)Graduate
10%
25%
41%
19%
5%
Very difficult
17%
21%
36%
18%
9%
Fairly difficult
12%
28%
40%
16%
4%
Fairly easy
11%
26%
39%
20%
4%
Very easy
17%
23%
32%
19%
9%
13%
26%
38%
18%
5%
12%
24%
35%
22%
8%
12%
26%
39%
18%
5%
12%
24%
37%
21%
6%
12%
26%
39%
18%
5%
Very Low users
16%
28%
40%
13%
3%
Low Users
10%
31%
42%
16%
2%
High Users
14%
28%
38%
17%
3%
Very High Users
12%
21%
36%
23%
8%
Metropolitan zone
11%
24%
38%
20%
7%
13%
27%
39%
17%
4%
Rural zone
14%
28%
38%
16%
4%
12%
22%
36%
23%
8%
11%
26%
40%
18%
5%

15%
29%
39%
14%
3%
types? I buy this product online after looking at it in a physical shop. Sports & outdoor equipment (EU28
N=9793)
528
Table V.192 Purchase after visiting a physical shop: sports & outdoor equipment, by
country
Never
Rarely
Sometimes
Often
Always
EU28
13%
26%
38%
18%
5%
AT
18%
34%
33%
11%
3%
BE
15%
24%
44%
15%
1%
BG
16%
29%
31%
18%
7%
CY
16%
22%
37%
19%
6%
CZ
19%
32%
29%
17%
4%
DE
20%
29%
30%
16%
5%
DK
20%
30%
32%
15%
4%
EE
14%
32%
41%
11%
2%
EL
11%
25%
33%
25%
6%
ES
6%
22%
50%
20%
3%
FI
15%
32%
42%
10%
1%
FR
11%
27%
43%
17%
4%
HR
14%
26%
42%
15%
4%
HU
20%
33%
33%
11%
4%
IE
12%
23%
46%
15%
5%
IT
12%
24%
36%
19%
9%
LT
13%
28%
41%
12%
5%
LU
18%
36%
29%
17%
1%
LV
15%
28%
36%
15%
6%
MT
20%
31%
35%
11%
4%
NL
24%
23%
39%
11%
3%
PL
7%
22%
34%
29%
7%
PT
9%
28%
45%
16%
2%
RO
15%
23%
40%
14%
7%
SE
14%
36%
37%
11%
2%
SI
13%
31%
32%
16%
8%
SK
22%
28%
32%
14%
5%
UK
7%
25%
45%
18%
6%
IS
15%
29%
44%
11%
NO
13%
37%
33%
13%
4%
types? I buy this product online after looking at it in a physical shop. Sports & outdoor equipment (EU28
N=9793)
529
Table V.193 Purchase after visiting a physical shop: non-electrical household goods &
interior design, by socio-demographics
Never
Rarely
Sometimes
Often
Always
EU28
13%
27%
40%
16%
4%
EU15
13%
27%
41%
15%
4%
EU13
13%
26%
36%
20%
6%
Male
14%
27%
39%
15%
5%
Female
12%
27%
41%
16%
4%
18-24
16%
26%
36%
15%
6%
25-34
12%
25%
41%
18%
5%
35-44
11%
26%
43%
17%
4%
45-54
13%
29%
41%
14%
3%
55+
16%
30%
37%
14%
4%
16%
28%
38%
14%
5%
Completed Secondary
13%
29%
39%
16%
4%
(Post-)Graduate
12%
25%
43%
16%
4%
Very difficult
17%
25%
36%
15%
8%
Fairly difficult
13%
29%
40%
15%
4%
Fairly easy
12%
27%
41%
17%
3%
Very easy
15%
23%
37%
17%
7%
13%
27%
40%
16%
4%
12%
24%
37%
20%
7%
13%
27%
40%
16%
4%
12%
25%
39%
19%
6%
13%
27%
40%
16%
4%
Very Low users
14%
29%
43%
12%
2%
Low Users
12%
31%
43%
13%
2%
High Users
14%
29%
40%
15%
2%
Very High Users
13%
22%
36%
21%
8%
Metropolitan zone
11%
27%
39%
18%
6%
14%
26%
40%
15%
4%
Rural zone
15%
28%
40%
14%
3%
12%
21%
38%
22%
8%
12%
28%
42%
15%
4%

15%
30%
40%
12%
3%
types? I buy this product online after looking at it in a physical shop.Non-electrical household goods & interior
design (EU28 N=11855)
530
Table V.194 Purchase after visiting a physical shop: non-electrical household goods &
interior design, by country
Never
Rarely
Sometimes
Often
Always
EU28
13%
27%
40%
16%
4%
AT
22%
39%
31%
6%
2%
BE
15%
28%
43%
13%
1%
BG
17%
30%
35%
13%
6%
CY
34%
21%
31%
11%
3%
CZ
17%
39%
28%
11%
5%
DE
18%
33%
33%
13%
4%
DK
23%
31%
34%
9%
3%
EE
19%
35%
34%
10%
2%
EL
15%
28%
33%
21%
4%
ES
8%
25%
51%
14%
2%
FI
14%
35%
42%
8%
1%
FR
11%
25%
44%
15%
5%
HR
18%
25%
39%
14%
4%
HU
18%
37%
31%
8%
6%
IE
8%
29%
45%
16%
3%
IT
12%
25%
36%
19%
9%
LT
14%
32%
33%
11%
10%
LU
24%
29%
37%
7%
3%
LV
21%
32%
28%
12%
7%
MT
16%
25%
36%
15%
7%
NL
21%
18%
46%
13%
2%
PL
7%
20%
41%
27%
5%
PT
13%
31%
43%
11%
2%
RO
13%
25%
35%
19%
9%
SE
16%
36%
38%
8%
2%
SI
17%
30%
34%
13%
6%
SK
22%
27%
34%
13%
4%
UK
9%
23%
47%
18%
3%
IS
20%
41%
30%
8%
1%
NO
20%
35%
33%
7%
4%
types? I buy this product online after looking at it in a physical shop.Non-electrical household goods & interior
design (EU28 N=11855)
531
Table V.195 Reasons for buying products online, by socio-demographics (part 1)
There's
more
choice
online
I can find
certain
products
only
online
Products
are
delivered
to a
convenien
t place
37%
36%
25%
24%
40%
36%
35%
25%
22%
50%
50%
39%
38%
25%
32%
44%
49%
40%
38%
35%
21%
22%
Female
54%
49%
43%
36%
36%
28%
26%
18-24
42%
47%
37%
33%
40%
30%
22%
25-34
44%
49%
39%
35%
38%
26%
22%
35-44
46%
49%
42%
36%
36%
24%
23%
45-54
53%
49%
45%
40%
35%
25%
24%
55+
58%
48%
44%
39%
32%
21%
27%
52%
47%
40%
37%
35%
22%
25%
Completed Secondary
49%
49%
41%
37%
35%
25%
24%
(Post-)Graduate
48%
49%
44%
37%
36%
25%
23%
Very difficult
43%
47%
35%
31%
32%
22%
22%
Fairly difficult
50%
52%
41%
38%
36%
25%
23%
Fairly easy
51%
48%
45%
37%
36%
24%
25%
52%
45%
44%
38%
38%
25%
25%
50%
49%
43%
38%
36%
25%
24%
46%
43%
39%
36%
35%
25%
24%
50%
49%
42%
38%
36%
25%
24%

Used or
accessed
content
46%
46%
41%
36%
37%
25%
24%
50%
49%
42%
38%
36%
25%
24%
Very Low users
45%
43%
38%
32%
30%
22%
21%
Low Users
52%
50%
43%
40%
35%
24%
24%
High Users
54%
54%
44%
41%
40%
26%
26%
Very High Users
46%
47%
43%
35%
38%
26%
26%
Metropolitan zone
44%
47%
41%
37%
33%
24%
22%
49%
50%
42%
37%
36%
27%
24%
Rural zone
55%
49%
42%
38%
37%
23%
26%

year
43%
42%
37%
34%
32%
22%
21%
51%
50%
45%
39%
36%
26%
25%
I can
order at
any time
of the
day/week
I save
time by
buying
online
It's easier
to
compare
prices
online
I find
cheaper
products
online
EU28
49%
49%
42%
EU15
49%
48%
EU13
48%
Male
Very easy
Bought
services
tangible
goods
digital

51%
50%
42%
37%
37%
25%
Source: Core survey Q20: What are the main REASONS why you buy products online? (EU28 N=22646)
532
24%
Table V.196 Reasons for buying products online, by socio-demographics (part 2)
I can find
product
reviews by
other
consumers
It's easier
to
compare
product
informatio
n online
I can find
more
informatio
n online
EU28
21%
20%
EU15
20%
EU13
I don't like
going to
shops
I can
return
products
easily
I find
better
quality
products
online
Other
18%
12%
9%
5%
4%
20%
17%
11%
9%
4%
5%
24%
21%
23%
15%
10%
6%
3%
Male
21%
22%
21%
12%
9%
5%
4%
Female
21%
18%
15%
12%
10%
4%
4%
18-24
21%
19%
19%
13%
10%
7%
3%
25-34
22%
19%
18%
12%
8%
6%
3%
35-44
21%
18%
17%
13%
9%
5%
4%
45-54
20%
21%
18%
11%
9%
4%
5%
55+
20%
23%
19%
11%
10%
3%
6%
22%
20%
17%
11%
9%
4%
4%
Completed Secondary
21%
20%
19%
12%
9%
5%
5%
(Post-)Graduate
20%
20%
18%
13%
10%
5%
3%
Very difficult
19%
17%
18%
13%
9%
5%
8%
Fairly difficult
21%
20%
19%
12%
9%
5%
4%
Fairly easy
21%
20%
18%
12%
9%
4%
3%
23%
24%
18%
13%
9%
5%
4%
21%
20%
18%
12%
9%
5%
3%
22%
22%
21%
14%
11%
7%
3%
21%
20%
18%
12%
9%
5%
4%

Used or
accessed
content
23%
21%
20%
13%
10%
6%
2%
22%
20%
18%
12%
9%
5%
4%
Very Low users
16%
17%
15%
11%
10%
3%
7%
Low Users
21%
19%
17%
12%
8%
3%
5%
High Users
22%
20%
19%
13%
8%
4%
3%
Very High Users
25%
23%
22%
12%
11%
8%
2%
Metropolitan zone
20%
19%
20%
12%
9%
5%
4%
22%
20%
18%
12%
9%
5%
5%
Rural zone
21%
21%
17%
12%
9%
4%
5%

year
20%
20%
19%
11%
11%
7%
2%
21%
21%
19%
12%
10%
4%
3%
Very easy
Bought
services
tangible
goods
digital

20%
19%
17%
12%
8%
4%
533
6%
Table V.197 Reasons for buying products online, by country (part 1)
There's
more
choice
online
I can find
certain
products
only
online
Products
are
delivered
to a
convenient
place
37%
36%
25%
24%
40%
39%
36%
32%
27%
50%
41%
39%
33%
29%
23%
52%
48%
54%
32%
37%
31%
39%
CY
37%
66%
45%
31%
37%
24%
15%
CZ
45%
45%
50%
41%
26%
25%
28%
DE
58%
43%
43%
39%
39%
25%
29%
DK
46%
55%
41%
31%
29%
28%
13%
EE
67%
51%
48%
37%
40%
29%
28%
EL
51%
72%
44%
49%
37%
25%
24%
ES
40%
47%
37%
36%
32%
28%
18%
FI
53%
46%
37%
40%
32%
24%
19%
FR
48%
48%
43%
33%
34%
25%
18%
HR
62%
67%
52%
42%
38%
37%
21%
HU
45%
41%
51%
39%
34%
23%
37%
IE
51%
61%
43%
35%
40%
29%
23%
IT
40%
54%
35%
38%
36%
23%
18%
LT
55%
57%
55%
35%
21%
31%
36%
LU
62%
41%
49%
30%
37%
33%
32%
LV
51%
54%
43%
43%
31%
29%
20%
MT
59%
78%
45%
34%
51%
23%
27%
NL
59%
34%
34%
35%
26%
25%
18%
PL
48%
57%
50%
42%
49%
26%
36%
PT
50%
53%
39%
38%
29%
24%
22%
RO
47%
39%
49%
35%
31%
23%
26%
SE
48%
51%
41%
33%
34%
23%
18%
SI
47%
58%
46%
44%
37%
31%
24%
SK
47%
46%
45%
40%
35%
10%
29%
UK
47%
51%
41%
35%
36%
21%
24%
IS
46%
47%
42%
24%
31%
31%
4%
I can
order at
any time
of the
day/week
I save
time by
buying
online
It's easier
to
compare
prices
online
I find
cheaper
products
online
EU28
49%
49%
42%
AT
56%
41%
BE
59%
BG
NO
49%
51%
37%
31%
38%
29%
12%
534
Table V.198 Reasons for buying products online, by country (part 2)
I can find
It's easier
product
to compare
I can find
reviews by
product
more
other
information information
consumers
online
online
I don't
like going
to shops
I can
return
products
easily
I find
better
quality
products
online
Other
EU28
21%
20%
18%
12%
9%
5%
4%
AT
24%
20%
19%
12%
7%
1%
4%
BE
16%
24%
18%
13%
11%
3%
5%
BG
32%
20%
25%
20%
10%
9%
3%
CY
20%
19%
16%
10%
8%
15%
9%
CZ
35%
22%
22%
18%
5%
5%
2%
DE
25%
22%
17%
10%
8%
2%
3%
DK
11%
15%
14%
5%
5%
4%
9%
EE
27%
18%
22%
23%
5%
3%
6%
EL
30%
28%
26%
7%
5%
6%
1%
ES
20%
21%
18%
8%
10%
5%
6%
FI
11%
19%
17%
26%
11%
4%
8%
FR
17%
16%
13%
14%
9%
4%
4%
HR
23%
24%
25%
13%
12%
14%
5%
HU
17%
27%
26%
14%
8%
4%
4%
IE
22%
21%
17%
14%
10%
8%
3%
IT
22%
14%
16%
5%
8%
5%
4%
LT
22%
14%
23%
20%
8%
10%
6%
LU
25%
23%
17%
12%
8%
2%
3%
LV
20%
20%
17%
14%
5%
9%
7%
MT
19%
19%
12%
11%
9%
17%
2%
NL
11%
21%
19%
12%
9%
2%
11%
PL
19%
20%
23%
16%
10%
5%
1%
PT
19%
22%
16%
7%
5%
7%
9%
RO
22%
20%
23%
10%
14%
9%
6%
SE
8%
16%
15%
15%
6%
4%
6%
SI
26%
23%
28%
16%
12%
5%
2%
SK
38%
23%
25%
18%
8%
6%
3%
UK
21%
21%
19%
15%
11%
7%
4%
IS
24%
16%
20%
18%
2%
1%
13%
NO
12%
17%
18%
16%
8%
5%
7%
535
Personal data may be

misused
Wrong or damaged
products will be delivered
The payment card details

may be stolen
Replacement or repair of
a faulty product is not
easy
Returning a product I
didn't like and getting
reimbursed is not easy
Goods sold online might

be unsafe / counterfeit
Long delivery times
Products will not be

delivered at all
Delivery costs or final

price are higher than
Table V.199 Concerns when buying products online in country of residence, by sociodemographics
EU28
30%
26%
26%
25%
22%
19%
18%
17%
13%
13%
EU15
31%
24%
26%
23%
21%
17%
17%
16%
14%
13%
EU13
27%
36%
24%
32%
27%
28%
19%
21%
12%
10%
Male
30%
25%
25%
24%
21%
19%
17%
16%
12%
14%
Female
31%
28%
26%
25%
24%
20%
18%
18%
15%
11%
18-24
26%
30%
21%
23%
22%
21%
26%
20%
16%
11%
25-34
26%
27%
22%
24%
23%
19%
20%
18%
15%
14%
35-44
26%
26%
24%
24%
22%
18%
19%
17%
13%
13%
45-54
34%
26%
30%
27%
22%
20%
15%
17%
12%
13%
55+
37%
24%
29%
26%
23%
20%
12%
16%
11%
12%
35%
24%
26%
18%
18%
18%
14%
16%
10%
13%
Primary / Partial
Secondary
Completed
Secondary
29%
28%
25%
26%
22%
19%
19%
17%
14%
12%
(Post-)Graduate
29%
26%
26%
27%
25%
19%
18%
17%
15%
13%
Very difficult
30%
25%
27%
23%
21%
19%
17%
18%
16%
12%
Fairly difficult
30%
28%
27%
25%
23%
21%
18%
18%
14%
12%
Fairly easy
31%
26%
25%
25%
22%
19%
19%
17%
13%
13%
Very easy
26%
23%
24%
23%
21%
17%
16%
14%
10%
15%
30%
27%
25%
25%
23%
19%
18%
17%
13%
13%
30%
26%
25%
24%
22%
20%
20%
18%
15%
14%
30%
27%
26%
25%
23%
20%
18%
17%
14%
13%
29%
26%
24%
24%
21%
19%
19%
17%
15%
14%
30%
27%
26%
26%
23%
20%
18%
17%
14%
13%
Very Low users
30%
21%
24%
21%
18%
16%
14%
15%
10%
11%
Low Users
31%
27%
27%
26%
24%
19%
17%
16%
12%
12%
High Users
31%
30%
26%
27%
24%
20%
18%
18%
14%
13%
Very High Users
28%
28%
25%
25%
23%
22%
23%
19%
17%
15%
Metropolitan zone
Other
town
/
urban centre
28%
25%
25%
25%
24%
19%
19%
18%
15%
14%
31%
28%
26%
25%
22%
20%
19%
17%
13%
12%
Rural zone
32%
26%
25%
23%
20%
18%
15%
16%
12%
12%
27%
23%
23%
22%
19%
16%
18%
16%
14%
15%
31%
28%
27%
26%
25%
19%
19%
17%
14%
14%
Bought
tangible
goods / services
Paid for online
services
Used
online
services
Paid for digital
content
Used or accessed
digital content
Daily - At least a
few times a year
At least once a
year
Less than once a
year / Never
Source: Core survey
(EU28 N=22848)
536
30%
27%
25%
24%
22%
20%
17%
18%
13%
11%
Q21: What are your greatest CONCERNS about buying products online in your country?
My preferred
payment method
might not be
accepted by online
sellers
There is a lower
level of consumer
protection when
buying online
Delivery
arrangements of
online sellers might
not be convenient
I do not know what

my consumer rights
are when buying
online
I don't trust the

terms and conditions
I have to agree with
online
I don't trust the

to me online
I don't understand
the terms and
conditions
Other
I don't have any

concerns
Table V.200 Concerns when buying products online in country of residence, by sociodemographics
EU28
11%
9%
8%
7%
6%
5%
3%
4%
19%
EU15
11%
8%
8%
7%
6%
5%
3%
3%
20%
EU13
12%
13%
10%
8%
7%
7%
5%
5%
13%
Male
11%
10%
9%
8%
6%
6%
4%
3%
18%
Female
11%
8%
8%
6%
5%
5%
3%
4%
19%
18-24
13%
11%
10%
9%
7%
8%
5%
3%
13%
25-34
12%
9%
8%
7%
6%
6%
4%
3%
16%
35-44
11%
8%
9%
6%
5%
5%
3%
4%
19%
45-54
10%
9%
9%
6%
5%
4%
3%
4%
20%
55+
10%
8%
8%
7%
6%
5%
2%
4%
23%
12%
7%
7%
6%
5%
5%
4%
3%
23%
12%
10%
7%
8%
6%
5%
4%
4%
19%
(Post-)Graduate
10%
10%
11%
7%
6%
6%
3%
3%
15%
Very difficult
13%
8%
7%
9%
7%
7%
4%
4%
18%
Fairly difficult
12%
10%
8%
8%
6%
5%
4%
4%
17%
Fairly easy
11%
8%
10%
6%
5%
5%
3%
3%
18%
Very easy
9%
8%
10%
6%
5%
5%
4%
2%
24%
11%
9%
9%
7%
6%
5%
3%
3%
18%
13%
11%
12%
8%
7%
7%
5%
3%
12%
11%
9%
9%
7%
6%
5%
4%
3%
17%
11%
9%
10%
7%
6%
6%
4%
3%
15%
11%
9%
9%
7%
6%
5%
3%
4%
17%
Primary /
Secondary
Completed
Secondary
Partial
Bought
tangible
goods / services
Paid
for
online
services
Used
online
services
Paid
for
digital
content
Used or accessed
digital content
Very Low users
9%
7%
7%
7%
6%
5%
3%
4%
24%
Low Users
12%
8%
8%
6%
4%
5%
3%
3%
19%
High Users
11%
10%
9%
7%
5%
5%
3%
4%
18%
Very High Users
13%
11%
9%
8%
8%
6%
4%
4%
13%
Metropolitan zone
Other town / urban
centre
11%
10%
10%
7%
7%
6%
4%
3%
15%
11%
9%
8%
7%
6%
5%
3%
4%
18%
Rural zone
11%
7%
7%
6%
5%
4%
3%
4%
23%
10%
11%
8%
7%
7%
5%
3%
14%
9%
9%
7%
6%
5%
3%
3%
17%
Daily - At least a
few times a year
12%
At least once a
year
11%
Less than once a
year / Never
11%
Source: Core survey Q21: What
(EU28 N=22848)
537
9%
7%
6%
5%
5%
3%
4%
22%
are your greatest CONCERNS about buying products online in your country?

misused
Wrong or damaged
products will be
delivered
The payment card

details may be stolen
Replacement or repair
of a faulty product is
not easy
Goods sold online

might be unsafe /
counterfeit
Long delivery times

delivered at all
Delivery costs or final

price are higher than
Customer service is
poor
Table V.201 Concerns when buying products online in country of residence, by country
(part 1)
EU28
30%
26%
26%
25%
22%
19%
18%
17%
13%
13%
AT
29%
19%
22%
15%
20%
14%
14%
8%
11%
14%
BE
31%
27%
28%
26%
26%
20%
20%
18%
17%
18%
BG
40%
24%
28%
29%
29%
35%
17%
10%
12%
5%
CY
23%
30%
29%
21%
20%
24%
21%
28%
13%
5%
CZ
30%
38%
27%
29%
26%
19%
15%
26%
11%
9%
DE
41%
26%
25%
18%
18%
20%
13%
17%
7%
15%
DK
25%
19%
25%
22%
20%
8%
13%
21%
9%
12%
EE
24%
33%
21%
34%
35%
20%
25%
27%
10%
9%
EL
31%
36%
33%
39%
30%
30%
20%
14%
22%
14%
ES
28%
23%
27%
31%
25%
17%
22%
20%
23%
20%
FI
26%
19%
28%
27%
25%
11%
18%
14%
13%
16%
FR
28%
16%
25%
24%
20%
9%
17%
11%
16%
10%
HR
39%
45%
36%
39%
37%
33%
22%
21%
14%
8%
HU
22%
33%
18%
37%
27%
22%
15%
14%
12%
15%
IE
28%
24%
32%
26%
27%
19%
26%
18%
23%
14%
IT
22%
29%
23%
25%
19%
18%
17%
14%
11%
12%
LT
27%
29%
16%
19%
21%
23%
18%
23%
5%
7%
LU
25%
10%
24%
18%
12%
12%
10%
9%
15%
9%
LV
24%
25%
17%
26%
30%
28%
19%
15%
11%
6%
MT
19%
18%
17%
29%
31%
16%
16%
10%
13%
24%
NL
28%
22%
14%
17%
26%
19%
16%
23%
11%
12%
PL
22%
44%
20%
39%
30%
30%
23%
27%
11%
11%
PT
36%
32%
29%
23%
25%
16%
24%
31%
18%
12%
RO
29%
27%
31%
21%
21%
35%
16%
12%
15%
7%
SE
28%
22%
29%
26%
19%
12%
14%
14%
10%
11%
SI
26%
36%
30%
23%
27%
23%
19%
20%
17%
5%
SK
27%
30%
25%
32%
24%
25%
16%
21%
11%
13%
UK
31%
27%
30%
21%
22%
20%
20%
17%
15%
11%
IS
32%
25%
40%
26%
26%
29%
16%
17%
17%
5%
NO
24%
23%
25%
22%
21%
18%
18%
16%
14%
15%
Source: Core survey Q21: What are your greatest CONCERNS about buying products online in your country?
(EU28 N=22848)
538
My preferred payment
method might not be
accepted by online
sellers
There is a lower level

of consumer
protection when
buying online
Delivery
arrangements of
online sellers might
not be convenient for
me
I do not know what

my consumer rights
are when buying
online
I don't trust the terms

and conditions I have
to agree with online
I don't trust the

to me online
I don't understand the

Other concerns
I don't have any

concerns
Table V.202 Concerns when buying products online in country of residence, by country
(part 2)
EU28
11%
9%
8%
7%
6%
5%
3%
4%
19%
AT
18%
5%
5%
4%
6%
3%
2%
3%
28%
BE
13%
11%
11%
10%
5%
4%
3%
4%
16%
BG
13%
22%
11%
12%
9%
10%
4%
6%
12%
CY
5%
11%
5%
13%
7%
9%
5%
3%
19%
CZ
14%
8%
6%
5%
6%
4%
5%
4%
15%
DE
13%
5%
5%
5%
5%
3%
3%
4%
23%
DK
5%
6%
6%
4%
4%
3%
5%
3%
28%
EE
11%
14%
11%
9%
6%
6%
3%
9%
17%
EL
19%
13%
4%
13%
8%
8%
3%
4%
7%
ES
12%
16%
9%
8%
8%
9%
5%
3%
11%
FI
14%
9%
5%
9%
6%
8%
5%
4%
19%
FR
9%
10%
11%
7%
6%
4%
3%
3%
22%
HR
11%
18%
7%
15%
5%
4%
6%
9%
10%
HU
13%
11%
12%
10%
4%
6%
5%
6%
15%
IE
11%
8%
12%
10%
6%
5%
4%
3%
16%
IT
10%
8%
5%
5%
4%
6%
3%
4%
19%
LT
11%
12%
10%
13%
7%
7%
4%
6%
19%
LU
10%
4%
18%
8%
6%
5%
2%
7%
36%
LV
6%
12%
8%
6%
5%
5%
3%
6%
20%
MT
12%
12%
13%
6%
7%
5%
2%
10%
28%
NL
7%
7%
6%
8%
6%
3%
2%
5%
29%
PL
10%
10%
10%
6%
7%
7%
5%
4%
11%
PT
22%
10%
7%
9%
7%
7%
3%
9%
13%
RO
14%
19%
10%
9%
8%
8%
5%
6%
15%
SE
10%
5%
4%
6%
4%
4%
2%
3%
24%
SI
16%
12%
5%
8%
7%
7%
4%
7%
18%
SK
12%
17%
9%
8%
6%
5%
3%
6%
14%
UK
7%
5%
14%
8%
5%
5%
2%
1%
18%
IS
7%
12%
5%
18%
6%
11%
3%
6%
22%
NO
8%
7%
4%
5%
6%
4%
5%
5%
24%
Source: Core survey Q21: What are your greatest CONCERNS about buying products online in your country?
(EU28 N=22848)
539
High return shipping

costs
Long delivery times

misused
The payment card

details may be stolen

delivered at all
Wrong or damaged
products will be
delivered
Goods sold online might

be unsafe / counterfeit
do not know my consumer

rights when buying online
from another EU seller
country
EU28
27%
24%
23%
23%
20%
20%
19%
17%
15%
15%
14%
11%
EU15
27%
23%
22%
23%
19%
20%
20%
18%
15%
14%
14%
11%
EU13
30%
25%
26%
23%
23%
20%
13%
15%
17%
18%
15%
12%
Male
24%
22%
22%
21%
19%
18%
19%
17%
14%
15%
14%
11%
Female
30%
26%
24%
24%
21%
21%
19%
17%
16%
15%
14%
12%
18-24
30%
22%
29%
21%
17%
18%
15%
13%
18%
17%
14%
11%
25-34
29%
24%
26%
20%
19%
18%
16%
15%
16%
16%
13%
10%
35-44
29%
24%
25%
22%
20%
20%
17%
16%
14%
15%
13%
10%
45-54
25%
25%
22%
23%
22%
22%
22%
19%
15%
15%
15%
12%
55+
24%
22%
16%
26%
21%
21%
22%
20%
15%
13%
16%
14%
24%
22%
20%
20%
19%
19%
22%
18%
15%
13%
15%
12%
28%
24%
24%
23%
19%
19%
18%
17%
15%
16%
14%
11%
(Post-)Graduate
28%
25%
24%
24%
21%
21%
18%
17%
16%
15%
14%
12%
Very difficult
26%
22%
18%
22%
19%
19%
19%
17%
15%
15%
12%
10%
Fairly difficult
29%
24%
24%
23%
21%
20%
19%
18%
16%
16%
14%
13%
Fairly easy
28%
25%
24%
23%
20%
20%
18%
16%
15%
15%
14%
11%
Very easy
25%
22%
19%
22%
18%
20%
20%
17%
15%
12%
14%
12%
28%
24%
24%
23%
20%
20%
19%
17%
15%
15%
14%
12%
25%
23%
23%
23%
20%
18%
19%
17%
15%
16%
15%
13%
28%
24%
24%
23%
21%
20%
19%
17%
15%
16%
14%
12%
27%
24%
24%
22%
20%
19%
18%
16%
14%
16%
14%
11%
28%
24%
24%
23%
21%
20%
19%
17%
15%
16%
14%
12%
Very Low users
23%
21%
18%
19%
18%
18%
18%
17%
14%
11%
13%
12%
Low Users
28%
26%
24%
25%
21%
22%
20%
18%
16%
16%
14%
11%
High Users
30%
25%
24%
25%
21%
21%
19%
17%
16%
15%
15%
12%
Very High Users
29%
24%
26%
21%
20%
19%
18%
16%
15%
18%
14%
10%
27%
23%
23%
22%
20%
20%
18%
16%
15%
15%
13%
11%
28%
23%
24%
23%
20%
19%
20%
18%
15%
16%
15%
11%
27%
25%
21%
23%
19%
21%
18%
17%
16%
15%
14%
12%
20%
20%
17%
17%
18%
16%
13%
14%
13%
10%
25%
24%
21%
22%
19%
19%
16%
16%
15%
13%
Primary / Partial
Secondary
Completed
Secondary
Bought tangible
goods / services
Paid for online
services
Used
online
services
Paid for digital
content
Used
or
accessed digital
content
Metropolitan
zone
Other town
urban centre
Rural zone
Daily - At least a
few times a year 22%
20%
At least once a
year
29%
25%
Less than once a
year / Never
28%
24%
country? (EU28 N=22848)
540
It may be more
difficult to solve any
problems if something
goes wrong
Replacement or repair
of a faulty product is
not easy
High delivery costs
Table V.203 Concerns when buying online from another EU-country by socio-demos
23%
23%
21%
20%
18% 16% 16%
15%
14%
11%
are your greatest CONCERNS about buying products online in another EU
Delivery arrangements of
foreign sellers might not
be convenient for me
I don't understand the

I might be redirected to a
website in my country of
residence
Other concerns
access the service or the

product may be
incompatible to use in my
country
Foreign sellers will not sell
to me because I live in my
country
I have too little

information regarding
offers from foreign sellers
I don't trust the terms and

conditions from foreign
sellers that I have to
agree with online
My preferred payment
method might not be
accepted by foreign
sellers
The level of consumer
protection in other EU
countries is lower than in
country
not be able to
may
Imy
Table V.204 Concerns when buying online from another EU-country, by socio-demos
9%
9%
8%
8%
7%
7%
7%
6%
3%
3%
14%
EU15
10
%
9%
10%
8%
7%
8%
6%
6%
7%
5%
3%
3%
14%
EU13
13%
5%
9%
10%
4%
10%
10%
8%
9%
5%
4%
12%
Male
10%
10%
9%
8%
8%
7%
7%
7%
6%
4%
3%
15%
Female
10%
8%
8%
8%
7%
7%
7%
7%
6%
3%
3%
13%
18-24
9%
10%
7%
8%
8%
8%
9%
6%
6%
4%
3%
12%
25-34
9%
10%
7%
7%
7%
7%
9%
7%
6%
4%
2%
13%
35-44
10%
9%
8%
8%
6%
6%
8%
7%
6%
3%
2%
14%
45-54
10%
8%
8%
8%
8%
6%
5%
7%
6%
3%
3%
14%
55+
13%
8%
11%
8%
9%
8%
4%
7%
6%
2%
4%
15%
10%
10%
8%
10%
4%
6%
6%
6%
2%
3%
15%
EU28
Primary / Partial
Secondary
10%
Completed
Secondary
11%
9%
8%
8%
6%
8%
6%
6%
7%
3%
3%
14%
(Post-)Graduate
10%
8%
8%
7%
7%
8%
7%
8%
6%
4%
2%
12%
Very difficult
11%
8%
9%
8%
7%
8%
7%
6%
7%
4%
5%
15%
Fairly difficult
11%
9%
8%
8%
7%
7%
7%
6%
7%
3%
3%
13%
Fairly easy
10%
10%
9%
7%
8%
7%
7%
7%
6%
3%
2%
12%
Very easy
8%
10%
8%
7%
9%
7%
6%
8%
4%
3%
1%
17%
10%
9%
9%
8%
8%
7%
7%
7%
6%
3%
3%
13%
11%
10%
9%
9%
9%
9%
9%
9%
7%
5%
2%
9%
10%
9%
8%
8%
8%
7%
7%
7%
6%
3%
3%
13%
10%
10%
8%
8%
9%
8%
8%
8%
6%
4%
2%
10%
10%
9%
9%
8%
8%
7%
7%
7%
6%
3%
3%
13%
Bought tangible
goods / services
Paid for online
services
Used
online
services
Paid for digital
content
Used
or
accessed digital
content
Very Low users
10%
7%
10%
6%
8%
6%
4%
5%
6%
3%
4%
18%
Low Users
9%
9%
8%
8%
7%
6%
6%
7%
6%
2%
3%
13%
High Users
10%
10%
8%
8%
7%
7%
7%
6%
6%
3%
3%
14%
Very High Users
11%
10%
8%
9%
8%
8%
9%
9%
7%
5%
2%
10%
10%
9%
8%
8%
8%
8%
8%
7%
7%
4%
3%
12%
11%
9%
8%
8%
7%
7%
7%
7%
6%
3%
3%
14%
9%
8%
9%
7%
8%
6%
6%
5%
6%
2%
3%
16%
8%
9%
9%
8%
9%
9%
7%
5%
2%
11%
9%
8%
8%
7%
7%
7%
5%
3%
2%
12%
Metropolitan
zone
Other town
urban centre
Rural zone
Daily - At least a
few times a year 9%
11%
At least once a
year
10%
9%
Less than once a
year / Never
11%
8%
541
8%
7%
7%
7%
6%
6%
6%
2%
4%
16%
are your greatest CONCERNS about buying products online in another EU
High delivery costs
Long delivery times
It may be more difficult to solve

any problems if something goes
wrong
Replacement or repair of a faulty

product is not easy
Returning a product I didn't like

and getting reimbursed is not easy
The payment card details may be

stolen
Products will not be delivered at

all
Wrong or damaged products will

be delivered
Goods sold online might be unsafe

/ counterfeit
I do not know what my consumer

rights are when buying online
from a seller/provider based in
another EU country
Table V.205 Concerns when buying online from another EU-country, by country (part 1)
EU
28
27%
24%
23%
23%
20%
20%
19%
17%
15%
15%
14%
11%
AT
35%
27%
16%
18%
14%
19%
20%
17%
11%
12%
12%
7%
BE
32%
26%
20%
28%
22%
21%
19%
19%
16%
19%
15%
15%
BG
34%
23%
30%
24%
21%
23%
18%
19%
13%
15%
13%
12%
CY
24%
17%
24%
20%
22%
19%
18%
23%
30%
20%
20%
10%
CZ
24%
23%
19%
24%
23%
22%
15%
18%
20%
21%
11%
12%
DE
28%
26%
25%
22%
17%
22%
24%
16%
15%
14%
17%
11%
DK
17%
19%
15%
22%
21%
19%
20%
22%
22%
12%
10%
9%
EE
30%
20%
24%
32%
27%
26%
13%
19%
18%
22%
14%
14%
EL
38%
29%
27%
31%
33%
28%
15%
21%
16%
21%
16%
14%
ES
26%
29%
23%
23%
22%
16%
19%
16%
19%
12%
12%
9%
FI
19%
16%
18%
25%
25%
28%
23%
29%
17%
17%
12%
11%
FR
27%
19%
19%
22%
19%
20%
19%
16%
12%
10%
11%
16%
HR
31%
28%
25%
26%
27%
28%
24%
25%
17%
27%
19%
15%
HU
25%
25%
25%
17%
27%
19%
11%
10%
15%
17%
14%
13%
IE
35%
32%
25%
23%
22%
21%
21%
25%
18%
20%
14%
9%
IT
22%
20%
23%
23%
20%
15%
13%
14%
10%
20%
11%
7%
LT
20%
14%
21%
25%
17%
17%
10%
10%
23%
18%
10%
10%
LU
34%
16%
13%
22%
16%
12%
17%
21%
10%
7%
10%
8%
LV
18%
16%
27%
20%
19%
20%
15%
16%
21%
17%
13%
9%
MT
36%
28%
24%
17%
22%
21%
14%
17%
18%
19%
17%
6%
NL
23%
20%
17%
23%
15%
19%
15%
10%
19%
15%
14%
12%
PL
36%
31%
31%
27%
24%
20%
10%
11%
18%
18%
15%
11%
PT
24%
20%
27%
24%
22%
23%
22%
22%
30%
25%
10%
10%
RO
27%
19%
24%
16%
17%
17%
14%
18%
11%
16%
15%
12%
SE
21%
20%
18%
25%
25%
20%
19%
26%
13%
15%
10%
10%
SI
26%
24%
22%
30%
25%
25%
22%
23%
27%
23%
18%
12%
SK
24%
20%
18%
21%
25%
18%
16%
17%
21%
18%
18%
11%
UK
28%
24%
24%
21%
20%
21%
23%
21%
15%
13%
16%
13%
IS
26%
16%
14%
27%
24%
25%
23%
33%
13%
17%
17%
10%
NO
30%
18%
18%
21%
17%
18%
19%
20%
16%
16%
15%
8%
Source: Core survey Q22: What are your greatest CONCERNS about buying products online in another EU
542
I have too little information

regarding offers from foreign
sellers
I don't trust the terms and

conditions from foreign sellers
that I have to agree with online
My preferred payment method

might not be accepted by
foreign sellers
The level of consumer protection

in other EU countries is lower
than in my country
I may not be able to access the

service or the product may be
incompatible to use in my
country
Foreign sellers will not sell to me

because I live in my country
Delivery arrangements of foreign

sellers might not be convenient
for me
I don't understand the terms

and conditions
I might be redirected to a
website in my country of
residence
Other concerns
Table V.206 Concerns when buying online from another EU-country, by country (part 2)
EU
28
10%
9%
9%
8%
8%
7%
7%
7%
6%
3%
3%
14%
AT
7%
10%
6%
10%
8%
6%
23%
6%
3%
2%
2%
17%
BE
7%
13%
8%
10%
10%
10%
6%
7%
4%
3%
2%
15%
BG
11%
2%
6%
11%
3%
12%
10%
12%
8%
7%
4%
12%
CY
7%
6%
4%
6%
3%
7%
8%
5%
5%
2%
2%
16%
CZ
12%
6%
7%
9%
5%
6%
8%
6%
10%
3%
4%
12%
DE
12%
11%
12%
7%
12%
4%
5%
5%
5%
2%
3%
12%
DK
2%
8%
8%
4%
8%
3%
8%
4%
9%
2%
4%
19%
EE
16%
2%
7%
10%
3%
9%
12%
10%
7%
2%
3%
13%
EL
9%
7%
7%
12%
3%
11%
12%
5%
6%
3%
3%
6%
ES
8%
14%
7%
8%
7%
6%
8%
8%
7%
4%
3%
12%
FI
7%
10%
10%
11%
14%
5%
8%
5%
10%
3%
4%
12%
FR
9%
8%
9%
7%
9%
5%
4%
8%
5%
3%
3%
16%
HR
10%
5%
6%
12%
3%
14%
18%
7%
8%
2%
5%
10%
HU
15%
7%
6%
9%
4%
10%
11%
9%
8%
4%
4%
15%
IE
9%
7%
6%
6%
5%
7%
17%
9%
5%
4%
1%
13%
IT
10%
8%
8%
7%
5%
6%
4%
4%
6%
3%
2%
16%
LT
13%
0%
5%
10%
1%
8%
7%
8%
9%
3%
6%
20%
LU
5%
3%
4%
8%
9%
5%
27%
12%
1%
2%
1%
28%
LV
10%
1%
4%
7%
2%
7%
8%
7%
9%
3%
6%
19%
MT
5%
2%
1%
5%
2%
6%
33%
5%
4%
5%
4%
22%
NL
10%
7%
10%
5%
7%
9%
3%
4%
5%
3%
6%
23%
PL
15%
4%
12%
9%
5%
10%
11%
7%
11%
4%
3%
7%
PT
9%
6%
6%
12%
3%
8%
8%
6%
4%
2%
6%
14%
RO
14%
4%
8%
12%
4%
11%
11%
9%
8%
9%
4%
17%
SE
6%
8%
8%
7%
8%
4%
5%
4%
5%
1%
3%
16%
SI
8%
3%
7%
12%
4%
8%
10%
4%
3%
3%
4%
13%
SK
12%
7%
8%
10%
6%
10%
7%
9%
7%
4%
4%
13%
UK
10%
10%
6%
7%
7%
10%
6%
10%
5%
3%
2%
13%
IS
5%
4%
10%
5%
1%
5%
15%
4%
5%
3%
7%
23%
NO
6%
13%
9%
5%
8%
6%
8%
5%
5%
2%
5%
18%
Source: Core survey Q22: What are your greatest CONCERNS about buying products online in another EU
543
Clothing, shoes
and accessories
Electronics &
computer
hardware
Electrical
household
appliances
Books
Computer games
and software
Cosmetics and
healthcare
products
Non-electrical
household goods
& interior design
Toys and childcare

articles
Other tangible
goods & services
Travel services
Games
Films and TV
series
Communication
services
Music & film
Table V.207 Product category of most recent problem experienced, by socio-demos
EU28
6%
4%
2%
2%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
EU15
6%
4%
2%
2%
2%
1%
1%
1%
1%
1%
1%
1%
1%
1%
EU13
6%
5%
3%
2%
1%
1%
1%
1%
1%
1%
2%
2%
1%
1%
Male
5%
5%
2%
2%
2%
1%
1%
1%
1%
1%
1%
1%
1%
1%
Female
7%
3%
2%
1%
1%
2%
1%
1%
1%
1%
1%
1%
1%
1%
18-24
9%
4%
2%
2%
3%
2%
1%
1%
1%
1%
3%
2%
1%
1%
25-34
7%
5%
3%
3%
2%
2%
2%
1%
1%
1%
1%
1%
1%
1%
35-44
6%
5%
2%
2%
1%
2%
1%
1%
1%
1%
1%
1%
1%
1%
45-54
5%
3%
2%
1%
1%
1%
2%
1%
1%
1%
1%
1%
1%
1%
55+
3%
3%
2%
1%
0%
1%
1%
1%
1%
1%
0%
0%
1%
1%
4%
4%
1%
1%
1%
1%
1%
1%
1%
0%
1%
1%
1%
1%
5%
4%
2%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
(Post)Graduate
7%
4%
3%
2%
1%
1%
2%
1%
1%
1%
1%
1%
1%
1%
Very difficult
4%
4%
2%
3%
1%
2%
1%
2%
2%
0%
1%
1%
2%
1%
Fairly difficult
6%
4%
2%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
Fairly easy
6%
4%
3%
2%
2%
1%
1%
1%
1%
1%
1%
1%
1%
1%
Very easy
6%
4%
2%
2%
2%
2%
2%
1%
1%
1%
1%
1%
1%
1%
6%
4%
2%
2%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
7%
6%
4%
3%
3%
2%
2%
2%
1%
1%
2%
2%
2%
2%
6%
4%
2%
2%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
7%
6%
3%
3%
2%
2%
1%
1%
1%
1%
2%
2%
1%
1%
6%
4%
2%
2%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
Very Low users
3%
3%
2%
1%
1%
1%
1%
1%
1%
1%
0%
0%
1%
1%
Low Users
6%
4%
2%
1%
2%
1%
1%
1%
2%
1%
1%
1%
1%
1%
High Users
Very
High
Users
Metropolitan
zone
Other town /
urban centre
6%
4%
2%
2%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
8%
6%
3%
2%
2%
2%
2%
1%
1%
1%
2%
2%
1%
1%
6%
5%
3%
2%
2%
2%
1%
1%
1%
1%
1%
1%
1%
1%
6%
4%
2%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
Rural zone
6%
3%
2%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
7%
6%
4%
4%
3%
2%
2%
2%
1%
2%
2%
2%
1%
2%
7%
4%
2%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
Primary
Partial
Secondary
Completed
Secondary
Bought tangible
goods
/
services
Paid for online
services
Used
online
services
Paid for digital
content
Used
or
accessed digital
content
Daily - At least
a few times a
year
At least once a
year
Less than once
a year / Never
5%
3%
2%
1%
1%
1%
1%
1%
1%
0%
1%
1%
1%
1%
Source: Core survey Q23: If you experienced a PROBLEM/PROBLEMS when making or trying to make AN
ONLINE PURCHASE in the last 12 months, the MOST RECENT PROBLEM was with: (EU28 N=22646)
544
Storage and
transfer of files
Other online
services
Other video
content
Online news
services
Web-based
software
applications
I did not
experience any
problem
socio-
Offline leisure
by
Live events
experienced,
Other digital
content
problem
E-books
recent
Sports and
outdoor
equipment
most
Participation in
social networks
of
Software
(including apps)
category
Music
Table V.208 Product

demographics (part 2)
EU28
1%
1%
1%
1%
1%
1%
1%
1%
0%
0%
0%
0%
0%
69%
EU15
1%
1%
1%
1%
1%
1%
0%
0%
0%
0%
0%
0%
0%
70%
EU13
1%
1%
1%
1%
1%
2%
1%
1%
0%
1%
1%
1%
0%
62%
Male
1%
1%
1%
1%
1%
1%
1%
1%
0%
0%
1%
0%
0%
67%
Female
1%
1%
1%
0%
1%
1%
0%
0%
0%
0%
0%
0%
0%
71%
18-24
2%
1%
2%
1%
1%
1%
1%
1%
1%
0%
1%
0%
0%
57%
25-34
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
0%
0%
61%
35-44
1%
1%
1%
1%
1%
1%
1%
1%
0%
1%
0%
0%
0%
67%
45-54
1%
1%
1%
1%
0%
1%
0%
0%
0%
0%
0%
0%
0%
75%
55+
0%
1%
0%
1%
0%
1%
0%
1%
0%
0%
0%
0%
0%
80%
1%
0%
1%
1%
1%
1%
1%
0%
1%
0%
0%
0%
0%
75%
1%
1%
1%
1%
1%
1%
1%
1%
0%
1%
0%
0%
0%
70%
(Post-)Graduate
1%
1%
1%
1%
1%
1%
1%
1%
0%
0%
1%
0%
0%
65%
Very difficult
1%
1%
1%
1%
1%
1%
0%
1%
1%
1%
1%
0%
0%
66%
Fairly difficult
1%
1%
1%
1%
1%
1%
1%
1%
0%
0%
0%
0%
0%
70%
Fairly easy
1%
1%
1%
1%
1%
1%
1%
0%
0%
0%
1%
0%
0%
68%
Very easy
1%
1%
1%
1%
1%
1%
1%
1%
0%
0%
0%
0%
0%
68%
1%
1%
1%
1%
1%
1%
1%
1%
0%
0%
0%
0%
0%
68%
1%
1%
2%
1%
1%
1%
1%
1%
1%
1%
1%
1%
0%
52%
1%
1%
1%
1%
1%
1%
1%
1%
0%
0%
0%
0%
0%
68%
1%
1%
1%
1%
1%
1%
1%
1%
1%
0%
1%
0%
0%
57%
1%
1%
1%
1%
1%
1%
1%
1%
0%
0%
0%
0%
0%
68%
Very Low users
0%
1%
1%
1%
0%
1%
1%
0%
0%
0%
0%
0%
0%
79%
Low Users
1%
0%
1%
1%
1%
1%
0%
0%
0%
1%
0%
0%
0%
72%
High Users
0%
1%
0%
1%
1%
1%
0%
1%
0%
1%
0%
0%
0%
71%
Very High Users
2%
1%
1%
1%
1%
1%
1%
1%
1%
0%
1%
0%
0%
55%
1%
1%
1%
1%
1%
1%
1%
1%
0%
0%
1%
0%
0%
63%
1%
1%
1%
1%
1%
1%
1%
0%
0%
0%
0%
0%
0%
70%
1%
1%
1%
1%
1%
1%
0%
0%
0%
1%
0%
0%
0%
74%
1%
1%
1%
1%
1%
1%
1%
1%
1%
0%
1%
0%
0%
50%
1%
1%
1%
1%
1%
0%
1%
0%
0%
0%
0%
0%
0%
69%
Primary / Partial
Secondary
Completed
Secondary
Bought tangible
goods / services
Paid for online
services
Used
online
services
Paid for digital
content
Used
or
accessed digital
content
Metropolitan
zone
Other town
urban centre
Rural zone
Daily - At least a
few times a year
At least once a
year
Less than once a
year / Never
1%
0%
1%
0%
0%
1%
0%
0%
0%
1%
0%
0%
0% 77%
545
Clothing shoes
and accessories
Electronics &
computer
hardware
Electrical
household
appliances
Books
Computer games
and software
Cosmetics and
healthcare
products
Non-electrical
household goods
& interior design
Toys and childcare

articles
Other tangible
goods and
services
Travel services
Games
Films and TV
series
Communication
services
Music & film
Table V.209 Product category of most recent problem experienced, by country (part 1)
EU
28
6%
4%
2%
2%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
AT
4%
3%
2%
1%
1%
1%
1%
0%
2%
1%
1%
1%
1%
1%
BE
5%
3%
3%
1%
1%
1%
2%
1%
1%
1%
0%
1%
1%
1%
BG
8%
5%
2%
1%
1%
2%
1%
1%
2%
1%
1%
1%
1%
0%
CY
8%
2%
2%
1%
0%
0%
0%
1%
1%
2%
1%
2%
CZ
5%
5%
2%
1%
1%
1%
2%
1%
1%
1%
3%
2%
1%
1%
DE
6%
3%
2%
1%
1%
1%
1%
1%
1%
1%
1%
1%
0%
1%
DK
5%
3%
0%
1%
1%
1%
0%
1%
2%
1%
1%
1%
0%
1%
EE
11%
3%
2%
1%
1%
1%
2%
1%
2%
1%
1%
0%
1%
0%
EL
8%
7%
2%
1%
1%
2%
1%
1%
0%
3%
1%
1%
1%
0%
ES
6%
5%
2%
2%
1%
2%
1%
1%
1%
1%
1%
1%
2%
1%
FI
4%
5%
1%
1%
0%
1%
1%
1%
1%
1%
2%
1%
0%
1%
FR
6%
5%
2%
3%
3%
2%
2%
1%
1%
1%
1%
1%
1%
1%
HR
8%
2%
1%
1%
0%
2%
0%
2%
2%
1%
2%
2%
1%
0%
HU
5%
5%
2%
2%
1%
2%
1%
2%
1%
1%
2%
2%
1%
1%
IE
8%
5%
2%
2%
2%
2%
1%
2%
2%
2%
1%
1%
1%
0%
IT
5%
5%
3%
2%
2%
1%
1%
1%
1%
1%
1%
1%
2%
1%
LT
6%
4%
1%
1%
1%
1%
2%
1%
1%
1%
2%
3%
1%
LU
5%
4%
1%
1%
0%
1%
1%
1%
1%
3%
0%
0%
1%
1%
LV
6%
3%
1%
0%
1%
0%
0%
1%
1%
1%
MT
6%
3%
3%
1%
1%
1%
2%
3%
2%
1%
3%
1%
NL
5%
3%
1%
1%
1%
1%
1%
1%
1%
1%
1%
0%
0%
1%
PL
7%
6%
4%
2%
1%
2%
1%
2%
1%
1%
2%
2%
1%
1%
PT
5%
3%
1%
1%
0%
1%
0%
0%
1%
1%
1%
1%
1%
0%
RO
5%
4%
5%
2%
2%
2%
1%
1%
1%
1%
2%
2%
2%
1%
SE
5%
2%
1%
1%
1%
1%
1%
0%
2%
1%
1%
1%
1%
1%
SI
5%
2%
2%
1%
1%
1%
1%
0%
1%
1%
2%
1%
2%
SK
7%
5%
2%
1%
1%
1%
1%
1%
2%
1%
2%
2%
1%
0%
UK
6%
3%
3%
2%
2%
2%
2%
1%
1%
1%
1%
1%
1%
1%
IS
3%
0%
0%
0%
1%
1%
2%
1%
1%
0%
NO
5%
3%
1%
1%
1%
2%
1%
1%
2%
1%
1%
2%
1%
2%
546
Software
Partici-pation in
social networks
Sports and
outdoor
equipment
E-books
Other digital
content
Live events
Online
reservations of
offline leisure
Storage and
transfer of files
Other online
services
Other video
content
Online news
services
EU
28
1%
1%
1%
1%
1%
1%
1%
1%
0%
0%
0%
0%
0%
69%
AT
1%
2%
0%
0%
1%
1%
1%
0%
0%
0%
0%
1%
75%
BE
1%
0%
1%
0%
0%
0%
0%
1%
0%
0%
0%
0%
0%
75%
BG
1%
2%
1%
1%
1%
2%
1%
1%
0%
1%
0%
0%
0%
66%
CY
1%
1%
3%
0%
0%
1%
1%
0%
1%
1%
1%
70%
CZ
1%
1%
1%
0%
1%
1%
1%
1%
1%
1%
0%
0%
64%
DE
1%
1%
0%
1%
1%
1%
0%
0%
1%
0%
0%
75%
DK
1%
0%
1%
1%
1%
1%
0%
1%
0%
0%
0%
0%
0%
77%
EE
1%
1%
1%
1%
0%
1%
0%
1%
0%
1%
1%
1%
0%
67%
EL
1%
1%
1%
1%
1%
1%
1%
0%
0%
0%
1%
0%
1%
62%
ES
1%
1%
1%
1%
1%
1%
1%
1%
0%
1%
0%
0%
0%
66%
FI
1%
1%
1%
0%
0%
1%
1%
0%
1%
0%
0%
0%
74%
FR
0%
0%
1%
1%
0%
1%
1%
0%
0%
0%
1%
0%
0%
68%
HR
0%
1%
1%
0%
0%
2%
1%
1%
1%
0%
1%
67%
HU
1%
1%
1%
1%
1%
2%
1%
1%
0%
1%
0%
1%
0%
62%
IE
0%
2%
1%
1%
0%
1%
0%
1%
0%
65%
IT
1%
1%
1%
0%
1%
1%
0%
1%
1%
1%
0%
0%
1%
67%
LT
1%
1%
0%
1%
1%
2%
1%
1%
1%
1%
1%
1%
0%
66%
LU
1%
1%
2%
0%
1%
0%
2%
0%
1%
0%
71%
LV
1%
1%
0%
0%
0%
2%
1%
1%
0%
1%
1%
0%
78%
MT
0%
1%
0%
0%
1%
1%
1%
1%
0%
1%
1%
68%
NL
1%
0%
1%
0%
0%
1%
1%
0%
0%
1%
0%
0%
79%
PL
1%
1%
1%
1%
2%
2%
1%
1%
0%
0%
1%
1%
1%
60%
PT
0%
1%
1%
0%
1%
1%
0%
0%
1%
1%
0%
0%
0%
78%
RO
2%
1%
1%
0%
1%
2%
1%
1%
0%
1%
1%
1%
0%
61%
SE
1%
0%
0%
1%
0%
1%
0%
1%
1%
0%
0%
0%
0%
75%
SI
1%
1%
1%
0%
1%
1%
1%
0%
0%
0%
0%
73%
SK
2%
1%
1%
1%
1%
1%
2%
0%
1%
1%
0%
1%
1%
61%
UK
1%
1%
1%
1%
1%
0%
0%
0%
0%
0%
0%
0%
0%
66%
IS
0%
0%
1%
1%
0%
87%
Web-based
software
applications
I did not
experience any
problem
Music
Table V.210 Product category of most recent problem experienced, by country (part 2)
NO
1%
1%
0%
1%
1%
1%
0%
1%
1%
1%
0%
70%
547
Table V.211 Location of the seller of most recent experienced problem, by sociodemographics
Seller or
service
provider
based in my
country of
residence
Seller or
service
provider
based in
another EU
country
Seller or
service
provider
based
outside the
EU
I don't know
EU28
57%
21%
13%
9%
EU15
55%
23%
13%
10%
EU13
63%
16%
12%
9%
Male
57%
24%
13%
7%
Female
56%
19%
13%
12%
18-24
50%
24%
18%
8%
25-34
55%
23%
13%
9%
35-44
57%
24%
13%
7%
45-54
62%
15%
10%
13%
55+
59%
19%
9%
13%
59%
21%
11%
10%
Completed Secondary
57%
21%
13%
10%
(Post-)Graduate
56%
22%
13%
8%
Very difficult
59%
16%
11%
14%
Fairly difficult
55%
21%
13%
11%
Fairly easy
57%
23%
14%
6%
Very easy
58%
21%
10%
11%
57%
21%
13%
9%
50%
30%
13%
7%
57%
21%
13%
9%
55%
25%
13%
8%
57%
21%
13%
9%
Very Low users
56%
22%
11%
11%
Low Users
60%
16%
13%
11%
High Users
56%
22%
13%
10%
Very High Users
55%
25%
14%
6%
Metropolitan zone
56%
23%
13%
8%
56%
22%
13%
9%
Rural zone
57%
17%
12%
13%
52%
30%
11%
7%
58%
19%
14%
9%

60%
15%
13%
13%
Source: Core survey Q24: Where was this online purchase made or attempted from? (EU28 N=6468)
548
Table V.212 Location of the seller of most recent experienced problem, by country
Seller or service
provider based in
my country of
residence
Seller or service
provider based Seller or service
in another EU
provider based
country
outside the EU
I don't know
EU28
57%
21%
13%
9%
AT
32%
52%
10%
6%
BE
27%
44%
17%
12%
BG
48%
21%
24%
7%
CY
20%
47%
25%
8%
CZ
56%
20%
13%
11%
DE
66%
18%
10%
6%
DK
43%
27%
19%
11%
EE
40%
26%
24%
10%
EL
45%
22%
22%
11%
ES
47%
24%
22%
8%
FI
41%
26%
20%
14%
FR
52%
21%
11%
16%
HR
32%
17%
44%
7%
HU
64%
15%
15%
7%
IE
21%
40%
24%
14%
IT
53%
27%
11%
10%
LT
57%
23%
13%
7%
LU
6%
76%
8%
10%
LV
36%
22%
32%
10%
MT
10%
58%
29%
3%
NL
57%
22%
12%
9%
PL
73%
13%
6%
9%
PT
42%
25%
20%
14%
RO
67%
15%
7%
11%
SE
48%
24%
15%
14%
SI
45%
20%
24%
12%
SK
57%
22%
15%
7%
UK
64%
18%
11%
7%
IS
15%
36%
50%
NO
40%
27%
26%
7%
Source: Core survey Q24: Where was this online purchase made or attempted from? (EU28 N=6468)
549
Long delivery time
Product was of
lower quality than
advertised
Product delivered
did not work
Non-delivery
Wrong product
delivered
I could not access

the service
Customer service
was poor
I could not return a

product I didn't like
and get reimbursed
The seller did not

replace or repair a
faulty product
I could not get my

data back when
closing my account
Table V.213 Type of most recent problem experienced, by socio-demographics (part 1)
EU28
17%
15%
14%
13%
13%
13%
12%
7%
6%
6%
EU15
17%
14%
14%
14%
13%
13%
12%
7%
6%
6%
EU13
18%
20%
11%
12%
15%
13%
11%
7%
7%
4%
Male
16%
14%
15%
12%
13%
13%
13%
7%
7%
6%
Female
19%
16%
12%
15%
14%
13%
12%
7%
6%
5%
18-24
17%
13%
12%
14%
14%
14%
13%
8%
8%
7%
25-34
19%
15%
12%
12%
13%
13%
10%
7%
7%
7%
35-44
18%
14%
14%
13%
14%
13%
9%
7%
5%
4%
45-54
17%
18%
16%
15%
11%
11%
17%
8%
7%
5%
55+
13%
17%
17%
15%
16%
15%
14%
5%
5%
4%
16%
14%
15%
12%
13%
19%
12%
8%
8%
8%
18%
15%
14%
14%
13%
12%
13%
6%
5%
4%
(Post-)Graduate
17%
15%
13%
14%
14%
12%
12%
6%
7%
6%
Very difficult
19%
12%
14%
16%
10%
12%
12%
12%
7%
6%
Fairly difficult
19%
16%
15%
12%
15%
13%
12%
6%
6%
7%
Fairly easy
15%
16%
13%
15%
14%
13%
13%
6%
5%
4%
Very easy
16%
12%
14%
12%
9%
17%
12%
7%
8%
8%
17%
15%
14%
13%
13%
13%
12%
7%
6%
6%
14%
14%
14%
13%
13%
12%
11%
8%
8%
7%
17%
15%
14%
13%
14%
13%
12%
7%
6%
5%
17%
15%
13%
13%
13%
14%
12%
8%
7%
7%
17%
15%
14%
13%
13%
13%
12%
7%
6%
6%
Very Low users
15%
14%
14%
13%
11%
7%
13%
6%
6%
6%
Low Users
19%
15%
15%
13%
13%
15%
11%
5%
5%
3%
High Users
17%
14%
12%
15%
13%
14%
12%
6%
6%
7%
Very High Users
18%
16%
14%
13%
15%
13%
12%
9%
7%
6%
Metropolitan zone
Other
town
/
urban centre
17%
14%
12%
13%
13%
12%
12%
7%
8%
6%
18%
16%
14%
14%
14%
13%
13%
7%
5%
6%
Rural zone
16%
15%
16%
13%
14%
15%
11%
5%
5%
5%
16%
13%
13%
12%
14%
14%
14%
8%
8%
7%
18%
17%
13%
14%
14%
13%
13%
6%
6%
5%
17%
15%
15%
14%
13%
12%
10%
Q25: What was/were the problem(s)? (EU28 N=7119)
7%
5%
5%
Primary / Partial
Secondary
Completed
Secondary
Bought
tangible
goods / services
Paid for online
services
Used
online
services
Paid for digital
content
Used or accessed
digital content
Daily - At least a
few times a year
At least once a
year
Less than once a
year / Never
Source: Core survey
550
A foreign seller
charged a higher
price to me than to
consumers in the
country of the seller
The terms and

conditions were not
respected by the
seller/provider
My personal data
was misused
Foreign sellers
refused to sell to me
because I live in my
country
My payment card
details were stolen
Other problems
EU28
EU15
EU13
6%
5%
6%
5%
5%
5%
5%
4%
6%
4%
5%
4%
5%
5%
5%
4%
4%
5%
4%
4%
4%
4%
4%
5%
3%
3%
3%
12%
12%
11%
Male
Female
6%
5%
6%
3%
6%
4%
6%
3%
6%
4%
5%
4%
4%
2%
5%
3%
4%
2%
10%
14%
18-24
25-34
35-44
45-54
55+
5%
6%
6%
4%
6%
6%
3%
7%
2%
6%
5%
5%
6%
3%
4%
4%
5%
5%
3%
5%
9%
5%
5%
3%
3%
5%
6%
4%
2%
4%
6%
4%
3%
1%
4%
8%
4%
3%
3%
3%
4%
4%
3%
2%
2%
9%
10%
10%
15%
18%
4%
6%
4%
5%
7%
4%
4%
6%
4%
12%
5%
4%
4%
5%
4%
4%
4%
3%
3%
13%
6%
5%
6%
4%
6%
5%
3%
4%
3%
11%
6%
5%
6%
8%
1%
4%
6%
5%
6%
4%
5%
7%
5%
5%
4%
5%
5%
5%
5%
7%
5%
4%
4%
5%
2%
4%
3%
3%
4%
6%
3%
4%
3%
3%
3%
5%
10%
12%
11%
12%
6%
5%
5%
4%
5%
4%
3%
4%
3%
12%
6%
7%
8%
7%
9%
6%
5%
7%
6%
8%
6%
5%
5%
4%
5%
4%
4%
4%
3%
11%
6%
6%
6%
6%
6%
5%
4%
5%
4%
9%
6%
5%
5%
4%
5%
4%
3%
4%
3%
11%
Very Low users
4%
5%
4%
5%
7%
4%
4%
5%
3%
15%
Low Users
5%
3%
4%
3%
3%
4%
2%
2%
3%
13%
High Users
6%
4%
5%
3%
5%
4%
3%
5%
2%
15%
Very High Users
6%
5%
5%
6%
6%
4%
4%
5%
4%
8%
Metropolitan zone
Town
/
urban
centre
6%
6%
6%
6%
7%
5%
4%
4%
5%
10%
5%
4%
5%
4%
4%
4%
4%
6%
2%
11%
Rural zone
5%
4%
4%
3%
4%
4%
3%
3%
2%
15%
5%
6%
6%
7%
3%
4%
2%
12%
2%
3%
1%
16%
Primary/
Partial
Secondary
Completed
Secondary
(Post-)Graduate
Very difficult
Fairly difficult
Fairly easy
Very easy
Bought
tangible
goods / services
Paid
for
online
services
Used
online
services
Paid
for
digital
content
Used or accessed
digital content
I was automatically
redirected to the
seller's website in
my country
I could not access
the foreign seller's
website or only
limited content was
displayed to me
My means of
payment was
refused by the seller
Delivery costs or
final price was higher
than displayed on
website
Table V.214 Type of most recent problem experienced, by socio-demographics (part 2)
Daily - At least a
6%
7%
7%
8%
8%
6%
few times a year
At least once a
6%
4%
4%
3%
3%
4%
year
Less than once a
4%
3%
4%
3%
4%
4%
year / Never
Source: Core survey Q25: What was/were the problem(s)? (EU28 N=7119)
551
Long delivery
time
Product was of
lower quality
than advertised
Product delivered
did not work
Non-delivery
Wrong product
delivered
I could not
access the
service
Customer service
was poor
I could not return

a product I didn't
like and get
reimbursed
The seller did not

replace or repair
a faulty product
I could not get

my data back
when closing my
account
Table V.215 Type of most recent problem experienced, by country (part 1)
EU28
17%
15%
14%
13%
13%
13%
12%
7%
6%
6%
AT
22%
16%
15%
11%
13%
12%
15%
12%
6%
4%
BE
15%
14%
12%
18%
13%
14%
12%
7%
5%
7%
BG
16%
20%
9%
13%
10%
12%
7%
8%
7%
1%
CY
17%
23%
7%
21%
8%
24%
6%
10%
6%
12%
CZ
14%
16%
13%
15%
12%
9%
8%
5%
5%
3%
DE
18%
15%
18%
13%
14%
21%
13%
7%
7%
11%
DK
15%
14%
10%
13%
15%
13%
14%
10%
6%
4%
EE
20%
25%
6%
13%
16%
15%
7%
4%
5%
2%
EL
24%
19%
12%
13%
12%
8%
11%
7%
6%
6%
ES
21%
12%
14%
11%
15%
10%
13%
8%
7%
5%
FI
14%
11%
12%
14%
10%
20%
16%
7%
3%
1%
FR
16%
14%
14%
18%
13%
11%
9%
8%
7%
9%
HR
21%
23%
9%
25%
11%
17%
7%
5%
4%
3%
HU
14%
21%
12%
13%
17%
17%
9%
7%
7%
7%
IE
23%
17%
8%
20%
11%
10%
14%
6%
4%
15%
IT
15%
12%
13%
11%
12%
12%
12%
8%
4%
4%
LT
25%
19%
6%
18%
12%
17%
8%
5%
5%
4%
LU
11%
11%
9%
10%
8%
8%
20%
9%
1%
4%
LV
23%
23%
12%
17%
7%
6%
8%
4%
5%
3%
MT
22%
12%
9%
19%
11%
19%
9%
3%
7%
NL
16%
13%
15%
16%
12%
19%
9%
5%
4%
4%
PL
22%
21%
12%
11%
16%
12%
15%
7%
7%
2%
PT
22%
18%
17%
16%
11%
12%
9%
11%
6%
1%
RO
15%
19%
11%
9%
16%
11%
9%
7%
8%
6%
SE
20%
14%
12%
13%
10%
10%
14%
6%
5%
4%
SI
18%
16%
12%
13%
18%
12%
8%
8%
9%
8%
SK
17%
16%
14%
12%
17%
14%
11%
8%
8%
6%
UK
13%
13%
15%
13%
13%
11%
15%
5%
7%
5%
IS
3%
18%
4%
9%
6%
4%
8%
8%
6%
6%
11%
NO
20%
17%
13%
16%
14%
7%
10%
Source: Core survey Q25: What was/were the problem(s)? (EU28 N=7119)3
552
Delivery costs or final price

was higher than displayed on
website
A foreign seller charged a

higher price to me than to
consumers in the country of
the seller
The terms and conditions

were not respected by the
seller/provider
I was automatically
redirected to the seller's
website in my country
I could not access the foreign

seller's website or only
limited content was displayed
to me
My means of payment was

refused by the seller
My personal data was

misused
Foreign sellers refused to sell

to me because I live in my
country
My payment card details

were stolen
Other problems
Table V.216 Type of most recent problem experienced, by country (part 2)
EU
28
6%
5%
5%
4%
5%
4%
4%
4%
3%
12%
AT
8%
8%
1%
4%
4%
10%
3%
11%
3%
10%
BE
5%
2%
6%
2%
2%
4%
2%
1%
2%
18%
BG
5%
2%
9%
2%
1%
5%
1%
3%
1%
13%
CY
5%
3%
11%
2%
3%
5%
2%
1%
9%
CZ
4%
5%
5%
4%
6%
5%
3%
6%
3%
12%
DE
4%
9%
3%
5%
2%
5%
4%
2%
3%
11%
DK
8%
5%
6%
2%
8%
4%
2%
6%
3%
17%
EE
5%
2%
2%
2%
2%
3%
1%
21%
EL
8%
4%
5%
3%
4%
3%
1%
7%
2%
8%
ES
8%
4%
4%
4%
8%
4%
3%
5%
3%
10%
FI
4%
2%
5%
4%
4%
6%
2%
6%
3%
22%
FR
4%
6%
5%
6%
8%
2%
3%
2%
3%
13%
HR
4%
6%
7%
6%
1%
4%
1%
9%
1%
11%
HU
8%
1%
3%
4%
7%
7%
4%
5%
2%
11%
IE
5%
2%
3%
4%
4%
4%
4%
6%
1%
11%
IT
8%
4%
5%
5%
5%
5%
5%
2%
3%
11%
LT
5%
2%
3%
2%
3%
4%
3%
13%
4%
14%
LU
7%
1%
5%
3%
4%
2%
22%
3%
24%
LV
10%
5%
1%
3%
3%
3%
4%
4%
18%
MT
3%
3%
5%
8%
24%
NL
6%
6%
3%
2%
2%
5%
2%
2%
2%
20%
PL
7%
11%
7%
5%
7%
6%
4%
5%
4%
9%
PT
4%
3%
5%
2%
2%
4%
3%
7%
1%
16%
RO
6%
3%
8%
4%
4%
5%
4%
4%
2%
9%
SE
7%
3%
4%
4%
3%
3%
2%
7%
1%
19%
SI
8%
3%
3%
4%
3%
6%
4%
6%
1%
12%
SK
3%
4%
8%
5%
1%
3%
3%
3%
2%
14%
UK
4%
3%
6%
5%
7%
3%
4%
7%
5%
11%
IS
7%
3%
3%
4%
9%
15%
6%
19%
NO
7%
7%
5%
4%
5%
5%
8%
7%
4%
10%
Source: Core survey Q25: What was/were the problem(s)? (EU28 N=7119)
553
Table V.217 Foreign sellers refused to sell to me because I live in my country, by sociodemographics
Automatically
when visiting the
foreign seller's
website
After choosing
the delivery
address
After entering my
payment card
details
EU28
37%
57%
7%
EU15
38%
54%
8%
EU13
32%
65%
4%
Male
34%
58%
9%
Female
42%
54%
4%
18-24
32%
52%
17%
25-34
45%
55%
0%
35-44
48%
49%
3%
45-54
31%
69%
55+
20%
73%
7%
46%
43%
11%
Completed Secondary
23%
72%
5%
(Post-)Graduate
45%
55%
0%
Very difficult
42%
54%
4%
Fairly difficult
43%
54%
3%
Fairly easy
25%
61%
14%
Very easy
41%
59%
37%
56%
7%
40%
51%
9%
37%
57%
7%
37%
56%
7%
37%
57%
6%
Very Low users
5%
74%
22%
Low Users
38%
62%
High Users
30%
66%
4%
Very High Users
52%
42%
6%
Metropolitan zone
36%
52%
12%
40%
57%
2%
Rural zone
26%
67%
8%
48%
52%
1%
29%
61%
10%

22%
61%
16%
Source: Core survey Q26.1: At what stage of your attempted cross-border purchase did you realise that you
could not buy the good/service because:Foreign sellers refused to sell to me because I live in my country (EU28
N=214)
554
Table V.218 Foreign sellers refused to sell to me because I live in my country, by country
Automatically when
visiting the foreign
seller's website
After choosing the

delivery address
After entering my
payment card details
EU28
37%
57%
7%
AT
24%
66%
10%
BE
100%
BG
29%
71%
CY
100%
CZ
41%
59%
DE
54%
47%
DK
11%
89%
EE
100%
EL
29%
62%
9%
ES
49%
51%
FI
33%
67%
FR
68%
32%
HR
23%
66%
11%
HU
44%
56%
IE
10%
57%
33%
IT
100%
LT
37%
63%
LU
92%
8%
LV
75%
26%
MT
52%
35%
13%
NL
75%
25%
PL
16%
75%
9%
PT
71%
29%
RO
33%
68%
SE
23%
77%
SI
52%
48%
SK
28%
72%
UK
55%
36%
9%
IS
26%
47%
26%
NO
31%
69%
could not buy the good/service because:Foreign sellers refused to sell to me because I live in my country (EU28
N=214)
555
Table V.219 Redirected to the seller's website in my country, by socio-demographics

Automatically
when visiting the
foreign seller's
website
After choosing
the delivery
address
After entering my
payment card
details
EU28
47%
41%
12%
EU15
45%
41%
14%
EU13
55%
40%
6%
Male
50%
36%
14%
Female
41%
52%
7%
18-24
51%
42%
8%
25-34
56%
35%
9%
35-44
49%
43%
8%
45-54
34%
53%
12%
55+
32%
39%
30%
53%
37%
10%
Completed Secondary
53%
30%
17%
(Post-)Graduate
43%
48%
9%
Very difficult
59%
16%
25%
Fairly difficult
51%
43%
6%
Fairly easy
44%
44%
13%
Very easy
36%
51%
13%
47%
41%
12%
54%
38%
8%
48%
39%
13%
48%
42%
11%
48%
39%
13%
Very Low users
37%
52%
11%
Low Users
33%
60%
7%
High Users
26%
51%
23%
Very High Users
61%
27%
12%
Metropolitan zone
48%
34%
17%
51%
47%
2%
Rural zone
36%
46%
18%
49%
44%
7%
44%
40%
15%

47%
32%
22%
could not buy the good/service because:I was not able to access the seller's website in another country
because I was automatically redirected to the seller's website in my country (EU28 N=270)
556
Table V.220 Redirected to the seller's website in my country, by country
Automatically when
visiting the foreign
seller's website
After choosing the

delivery address
After entering my
payment card details
EU28
47%
41%
12%
AT
37%
64%
BE
21%
79%
BG
25%
75%
CY
41%
33%
26%
CZ
56%
44%
DE
32%
33%
35%
DK
77%
23%
EE
19%
81%
EL
43%
35%
22%
ES
43%
57%
FI
82%
19%
FR
55%
39%
6%
HR
60%
40%
HU
47%
54%
IE
58%
29%
13%
IT
63%
31%
7%
LT
21%
79%
LU
46%
54%
LV
100%
MT
NL
78%
22%
PL
59%
33%
8%
PT
28%
72%
RO
59%
36%
6%
SE
50%
40%
10%
SI
52%
12%
37%
SK
50%
45%
5%
UK
34%
48%
19%
IS
100%
NO
31%
69%
could not buy the good/service because:I was not able to access the seller's website in another country
because I was automatically redirected to the seller's website in my country (EU28 N=270)
557
Table V.221 Actions taken for most recent problem experienced, by socio-demographics
I
complain
ed about
it to the
seller or
service
provider
I
complained
about it to
the
manufactur
er
I
complained
about it to
a public
authority
I brought
the matter
to an outof-court
dispute
resolution
body
I took the
business
concerned to
court
EU28
57%
14%
8%
7%
3%
EU15
58%
15%
9%
7%
2%
EU13
53%
10%
7%
6%
Male
56%
16%
10%
Female
57%
12%
6%
18-24
46%
16%
25-34
56%
15%
35-44
57%
45-54
61%
55+
Other
Don't
know
I didn't
take any
action
7%
2%
16%
7%
2%
14%
3%
7%
3%
22%
8%
3%
6%
2%
14%
6%
2%
7%
2%
18%
11%
10%
3%
5%
2%
18%
11%
8%
2%
6%
2%
14%
14%
8%
7%
3%
6%
2%
16%
14%
5%
4%
2%
8%
3%
16%
64%
9%
7%
3%
2%
10%
2%
17%
59%
14%
7%
6%
2%
7%
3%
15%
Completed Secondary
56%
12%
9%
6%
1%
7%
2%
18%
(Post-)Graduate
58%
15%
9%
7%
3%
6%
2%
13%
Very difficult
57%
12%
8%
10%
3%
6%
3%
15%
Fairly difficult
57%
14%
8%
6%
2%
7%
2%
17%
Fairly easy
58%
14%
9%
6%
2%
7%
2%
14%
Very easy
51%
15%
12%
8%
5%
8%
2%
15%
57%
14%
9%
7%
3%
7%
2%
16%
51%
19%
15%
11%
5%
6%
2%
10%

Paid
for
digital
content
Used
or
accessed
digital content
57%
14%
8%
7%
2%
7%
2%
16%
54%
17%
11%
9%
4%
6%
2%
13%
57%
14%
8%
7%
3%
7%
2%
16%
Very Low users
52%
16%
9%
7%
4%
8%
4%
15%
Low Users
58%
11%
6%
5%
2%
7%
2%
18%
High Users
57%
10%
7%
6%
1%
7%
3%
19%
Very High Users
58%
17%
11%
8%
3%
6%
2%
13%
Metropolitan zone
55%
17%
11%
9%
3%
6%
2%
14%
town / urban centre
58%
12%
8%
6%
2%
6%
2%
16%
Rural zone
58%
12%
6%
4%
3%
9%
3%
19%

times a year
50%
20%
14%
12%
4%
4%
2%
11%
Primary
/
Secondary
Partial
Bought
tangible
goods / services
Paid
for
online
services

61%
12%
7%
5%
2%
7%
2%
16%
/ Never
59%
9%
4%
4%
2%
9%
3%
20%
Source: Core survey Q27: For your most recently experienced problem(s) with an online purchase, what action
did you take? (EU28 N=7119)
558
Table V.222 Actions taken for most recent problem experienced, by country
I brought
the
I
matter to
complained
I
an out-ofabout it to I complained complained
court
I took the
the seller
about it to
about it to
dispute
business
or service
the
a public
resolution concerned
provider
manufacturer
authority
body
to court
Other
Don't
know
I didn't
take any
action
EU28
57%
14%
8%
7%
3%
7%
2%
16%
AT
59%
10%
7%
7%
3%
6%
4%
14%
BE
62%
9%
4%
5%
1%
7%
3%
20%
BG
52%
7%
5%
3%
3%
9%
2%
29%
CY
45%
8%
5%
5%
1%
3%
5%
33%
CZ
50%
10%
4%
7%
8%
6%
5%
20%
DE
63%
14%
10%
6%
2%
8%
2%
12%
DK
55%
12%
6%
5%
2%
10%
2%
21%
EE
41%
8%
5%
2%
2%
11%
2%
35%
EL
60%
13%
3%
5%
2%
6%
1%
20%
ES
60%
21%
10%
8%
3%
6%
1%
11%
FI
57%
3%
4%
4%
1%
9%
2%
28%
FR
57%
15%
9%
9%
4%
6%
1%
12%
HR
62%
16%
2%
2%
1%
3%
2%
25%
HU
51%
6%
7%
4%
3%
8%
7%
23%
IE
64%
12%
5%
1%
1%
4%
4%
18%
IT
50%
15%
10%
9%
2%
8%
2%
15%
LT
51%
5%
3%
4%
0%
9%
2%
36%
LU
51%
8%
3%
2%
4%
12%
1%
36%
LV
44%
3%
4%
3%
1%
10%
4%
39%
MT
69%
9%
4%
3%
14%
1%
16%
NL
54%
12%
7%
8%
4%
13%
6%
10%
PL
57%
11%
8%
8%
4%
7%
1%
18%
PT
66%
10%
5%
1%
1%
8%
1%
20%
RO
49%
11%
7%
6%
1%
4%
5%
24%
SE
45%
10%
8%
7%
1%
10%
7%
21%
SI
54%
4%
3%
3%
1%
7%
2%
35%
SK
46%
17%
7%
6%
2%
10%
5%
22%
UK
59%
16%
10%
5%
2%
4%
2%
14%
IS
43%
10%
6%
7%
15%
3%
21%
NO
52%
16%
10%
7%
4%
6%
3%
19%
Source: Core survey Q27: For your most recently experienced problem(s) with an online purchase, what action
did you take? (EU28 N=7119)
559
Table V.223 Satisfaction with the way complaints were dealt by seller or service
provider, by socio-demographics
Very
satisfied
Fairly
satisfied
Not very
satisfied
Not at all
satisfied
Don't
Know/ No
Answer
EU28
27%
38%
19%
15%
2%
EU15
28%
37%
18%
15%
2%
EU13
22%
42%
20%
14%
2%
Male
28%
40%
19%
13%
2%
Female
26%
36%
19%
18%
3%
18-24
30%
38%
20%
10%
3%
25-34
28%
39%
20%
11%
2%
35-44
27%
38%
20%
13%
2%
45-54
25%
42%
15%
17%
1%
55+
25%
31%
16%
26%
3%
34%
34%
14%
18%
2%
Completed Secondary
24%
40%
18%
16%
3%
(Post-)Graduate
26%
39%
21%
13%
2%
Very difficult
31%
30%
14%
22%
2%
Fairly difficult
25%
38%
20%
15%
2%
Fairly easy
27%
40%
18%
14%
1%
Very easy
31%
40%
17%
11%
2%
27%
38%
18%
15%
2%
32%
38%
17%
13%
1%
27%
38%
19%
15%
2%
29%
39%
18%
13%
1%
27%
38%
19%
15%
2%
Very Low users
18%
37%
24%
19%
2%
Low Users
25%
39%
18%
16%
3%
High Users
24%
38%
22%
15%
2%
Very High Users
31%
39%
15%
13%
2%
Metropolitan zone
26%
39%
20%
14%
1%
25%
39%
18%
16%
3%
Rural zone
30%
34%
18%
16%
3%
33%
40%
14%
12%
2%
24%
37%
21%
17%
2%

25%
37%
20%
15%
2%
Source: Core survey Q28.1: In general, how satisfied or dissatisfied were you with the way your complaint(s)
was/were dealt with by theSeller or service provider (EU28 N=3885)
560
Table V.224 Satisfaction with the way complaints were dealt by seller or service
provider, by country
Don't
Not
Not at
Know/
Very
Fairly
very
all
No
satisfied satisfied satisfied satisfied Answer
EU28
27%
38%
19%
15%
2%
AT
21%
45%
15%
18%
1%
BE
30%
37%
16%
14%
3%
BG
28%
37%
20%
15%
1%
CY
35%
24%
21%
17%
3%
CZ
26%
44%
15%
11%
5%
DE
30%
37%
16%
16%
1%
DK
22%
37%
16%
24%
1%
EE
18%
50%
15%
16%
1%
EL
24%
37%
22%
16%
1%
ES
15%
42%
28%
15%
1%
FI
19%
36%
24%
19%
3%
FR
31%
35%
21%
10%
3%
HR
20%
32%
26%
21%
1%
HU
23%
40%
24%
12%
1%
IE
29%
37%
18%
14%
2%
IT
26%
44%
13%
14%
3%
LT
24%
35%
17%
16%
8%
LU
38%
30%
17%
14%
2%
LV
23%
24%
16%
27%
11%
MT
49%
33%
6%
13%
NL
27%
34%
17%
21%
1%
PL
21%
44%
20%
14%
1%
PT
19%
41%
23%
15%
3%
RO
22%
44%
19%
12%
4%
SE
22%
40%
20%
15%
4%
SI
23%
36%
20%
19%
1%
SK
19%
42%
23%
15%
2%
UK
36%
30%
13%
19%
2%
IS
27%
32%
15%
14%
14%
NO
26%
37%
27%
10%
was/were dealt with by theSeller or service provider (EU28 N=3885)
561
Table V.225 Satisfaction with the way complaints were dealt by manufacturer, by sociodemographics
Very
satisfied
Fairly
satisfied
Not very
satisfied
Not at all
satisfied
Don't
Know/ No
Answer
EU28
19%
46%
25%
9%
2%
EU15
18%
46%
26%
9%
1%
EU13
21%
46%
21%
9%
3%
Male
21%
42%
26%
10%
1%
Female
15%
51%
25%
7%
2%
18-24
24%
45%
25%
5%
1%
25-34
22%
49%
22%
6%
2%
35-44
18%
43%
31%
7%
2%
45-54
14%
45%
25%
15%
1%
9%
45%
21%
22%
4%
17%
44%
31%
9%
Completed Secondary
19%
42%
30%
9%
1%
(Post-)Graduate
19%
49%
21%
9%
2%
Very difficult
27%
30%
28%
14%
1%
Fairly difficult
18%
49%
23%
7%
2%
Fairly easy
14%
48%
27%
9%
1%
Very easy
32%
39%
20%
8%
19%
45%
26%
9%
2%
25%
48%
20%
7%
1%
19%
46%
26%
9%
2%
19%
48%
26%
6%
1%
18%
46%
25%
9%
2%
Very Low users
15%
47%
28%
9%
1%
Low Users
12%
52%
27%
6%
3%
High Users
8%
42%
35%
12%
3%
Very High Users
25%
45%
21%
9%
1%
Metropolitan zone
18%
46%
27%
7%
2%
21%
45%
24%
9%
1%
Rural zone
17%
45%
24%
13%
1%
24%
47%
22%
6%
1%
14%
50%
24%
11%
1%
55+

14%
36%
35%
12%
4%
was/were dealt with by theManufacturer (EU28 N=813)
562
Table V.226 Satisfaction with the way complaints were dealt by manufacturer, by
country
Don't
Not
Not at
Know/
Very
Fairly
very
all
No
EU28
19%
46%
25%
9%
2%
AT
15%
43%
34%
8%
BE
29%
38%
15%
18%
BG
24%
52%
8%
12%
4%
CY
20%
30%
50%
CZ
17%
42%
22%
14%
6%
DE
17%
42%
29%
12%
DK
10%
37%
21%
25%
8%
EE
13%
44%
6%
13%
25%
EL
10%
42%
33%
12%
3%
ES
9%
46%
39%
6%
FI
36%
38%
14%
12%
FR
19%
45%
21%
11%
4%
HR
27%
29%
21%
20%
3%
HU
21%
29%
29%
13%
8%
IE
18%
44%
24%
15%
IT
22%
54%
20%
4%
LT
13%
20%
34%
8%
26%
LU
70%
15%
15%
LV
23%
78%
MT
11%
71%
19%
NL
25%
46%
12%
9%
8%
PL
19%
53%
20%
5%
3%
PT
23%
46%
16%
14%
RO
30%
41%
20%
8%
SE
23%
34%
31%
4%
8%
SI
34%
30%
13%
23%
SK
20%
49%
24%
8%
UK
23%
46%
24%
8%
IS
50%
50%
NO
33%
34%
21%
7%
5%
was/were dealt with by theManufacturer (EU28 N=813)
563
Table V.227 Satisfaction with the way complaints were dealt by public authority, by
socio-demographics
Very
satisfied
Fairly
satisfied
Not very
satisfied
Not at all
satisfied
Don't
Know/ No
Answer
EU28
22%
42%
20%
11%
5%
EU15
22%
42%
20%
11%
5%
EU13
24%
40%
21%
13%
3%
Male
24%
42%
20%
11%
3%
Female
19%
42%
20%
12%
8%
18-24
18%
46%
20%
11%
5%
25-34
22%
51%
18%
5%
4%
35-44
32%
36%
23%
8%
0%
45-54
24%
30%
18%
27%
0%
55+
12%
25%
21%
22%
21%
29%
46%
15%
5%
6%
Completed Secondary
17%
44%
18%
13%
7%
(Post-)Graduate
22%
39%
23%
13%
4%
Very difficult
38%
24%
13%
18%
7%
Fairly difficult
16%
44%
25%
13%
3%
Fairly easy
24%
43%
17%
9%
6%
Very easy
24%
48%
18%
7%
3%
22%
42%
20%
11%
5%
26%
46%
17%
8%
3%
23%
43%
19%
12%
4%
25%
43%
21%
9%
2%
23%
42%
19%
11%
4%
5%
46%
32%
10%
7%
Low Users
17%
45%
20%
15%
4%
High Users
22%
35%
25%
9%
9%
Very High Users
28%
43%
14%
12%
3%
Metropolitan zone
27%
43%
18%
7%
4%
15%
44%
20%
17%
5%
Rural zone
24%
32%
26%
10%
8%
24%
48%
16%
9%
3%
20%
33%
26%
14%
7%
Very Low users

20%
36%
22%
14%
7%
was/were dealt with by the Public authority (EU28 N=462)
564
Table V.228 Satisfaction with the way complaints were dealt by public authority, by
country
Don't
Not
Not at
Know/
Very
Fairly
very
all
No
EU28
22%
42%
20%
11%
5%
AT
5%
50%
22%
23%
BE
37%
50%
14%
BG
28%
37%
23%
11%
CY
22%
29%
22%
27%
CZ
31%
43%
15%
6%
6%
DE
12%
56%
20%
4%
8%
DK
15%
37%
31%
12%
6%
EE
18%
18%
19%
45%
EL
33%
15%
24%
18%
9%
ES
17%
37%
31%
10%
6%
FI
35%
45%
20%
FR
28%
33%
21%
15%
4%
HR
28%
28%
44%
HU
28%
27%
29%
4%
12%
IE
57%
22%
22%
IT
23%
29%
21%
18%
9%
LT
19%
11%
11%
22%
37%
LU
100%
LV
59%
41%
MT
35%
37%
29%
NL
20%
60%
7%
14%
PL
22%
46%
19%
13%
PT
23%
35%
18%
16%
8%
RO
26%
39%
21%
14%
SE
53%
26%
16%
5%
SI
25%
25%
50%
SK
26%
31%
28%
15%
UK
30%
47%
12%
9%
3%
IS
44%
56%
NO
39%
13%
42%
6%
was/were dealt with by thePublic autority (EU28 N=462)
565
Table V.229 Satisfaction with the way complaints were dealt by an out-of court dispute
resolution body, by socio-demographics
Very
satisfied
Fairly
satisfied
Not very
satisfied
Not at all
satisfied
Don't
Know/ No
Answer
EU28
24%
43%
22%
7%
4%
EU15
25%
47%
21%
5%
2%
EU13
21%
29%
27%
12%
11%
Male
24%
43%
25%
5%
3%
Female
25%
43%
18%
9%
5%
18-24
21%
44%
22%
8%
6%
25-34
22%
53%
15%
7%
2%
35-44
38%
34%
24%
2%
2%
45-54
23%
37%
26%
8%
5%
28%
52%
16%
4%
40%
43%
12%
4%
1%
Completed Secondary
24%
51%
16%
3%
6%
(Post-)Graduate
22%
41%
27%
9%
2%
Very difficult
35%
39%
18%
7%
2%
Fairly difficult
23%
47%
21%
7%
2%
Fairly easy
21%
42%
25%
6%
5%
Very easy
30%
41%
19%
9%
1%
24%
43%
22%
7%
4%
25%
43%
24%
6%
2%
25%
43%
22%
7%
4%
25%
45%
22%
6%
2%
24%
43%
23%
7%
4%
Very Low users
13%
43%
30%
6%
8%
Low Users
19%
40%
28%
8%
5%
High Users
22%
47%
23%
6%
3%
Very High Users
29%
46%
16%
6%
2%
Metropolitan zone
29%
37%
24%
7%
3%
13%
53%
23%
7%
4%
Rural zone
35%
40%
15%
6%
4%
28%
43%
23%
6%
1%
29%
42%
16%
4%
9%
55+

9%
47%
26%
12%
6%
was/were dealt with by theAn out-of-court disputeresolution body (EU28 N=399)
566
Table V.230 Satisfaction with the way complaints were dealt by an out-of court dispute
resolution body, by country
Don't
Not
Not at
Know/
Very
Fairly
very
all
No
EU28
24%
43%
22%
7%
4%
AT
21%
56%
17%
6%
BE
8%
73%
19%
BG
39%
33%
29%
CY
46%
31%
23%
CZ
18%
58%
11%
3%
9%
DE
15%
64%
22%
DK
39%
23%
23%
15%
EE
60%
40%
EL
28%
20%
20%
31%
ES
10%
38%
44%
8%
FI
19%
49%
21%
11%
FR
41%
43%
16%
HR
22%
26%
22%
30%
HU
35%
35%
19%
12%
IE
50%
51%
IT
25%
50%
20%
3%
3%
LT
17%
28%
27%
28%
LU
48%
52%
LV
100%
MT
59%
41%
NL
22%
44%
17%
17%
PL
12%
17%
35%
21%
14%
PT
60%
40%
RO
36%
34%
26%
4%
SE
67%
11%
17%
6%
SI
25%
25%
50%
SK
26%
48%
14%
13%
UK
33%
40%
11%
11%
6%
IS
100%
NO
49%
10%
32%
9%
was/were dealt with by theAn out-of-court disputeresolution body (EU28 N=399)
567
Table V.231 Satisfaction with the way complaints were dealt by court, by sociodemographics
Very
satisfied
Fairly
satisfied
Not very
satisfied
Not at all
satisfied
Don't
Know/ No
Answer
EU28
18%
36%
24%
14%
7%
EU15
17%
35%
25%
17%
6%
EU13
21%
41%
22%
7%
10%
Male
19%
38%
19%
18%
6%
Female
15%
33%
35%
5%
11%
18-24
20%
34%
37%
3%
6%
25-34
27%
29%
26%
12%
6%
35-44
10%
51%
12%
20%
7%
45-54
27%
35%
34%
4%
1%
2%
25%
11%
43%
19%
17%
39%
28%
3%
13%
Completed Secondary
15%
40%
42%
2%
2%
(Post-)Graduate
18%
31%
20%
24%
8%
Very difficult
28%
37%
24%
9%
2%
Fairly difficult
16%
40%
16%
19%
10%
Fairly easy
12%
30%
35%
14%
10%
Very easy
31%
28%
21%
17%
2%
18%
36%
24%
14%
7%
21%
38%
24%
13%
4%
19%
37%
25%
13%
6%
20%
39%
22%
15%
5%
18%
37%
24%
15%
6%
Very Low users
4%
17%
27%
32%
21%
Low Users
5%
48%
43%
4%
55+
High Users
2%
35%
30%
27%
7%
Very High Users
32%
40%
18%
8%
2%
Metropolitan zone
21%
34%
18%
22%
6%
20%
41%
27%
8%
3%
Rural zone
10%
33%
28%
13%
16%
21%
43%
20%
14%
2%
22%
26%
26%
20%
7%

5%
29%
32%
11%
23%
was/were dealt with by theCourt (EU28 N=171)
568
Table V.232 Satisfaction with the way complaints were dealt by court, by country
Don't
Not
Not at
Know/
Very
Fairly
very
all
No
EU28
18%
36%
24%
14%
7%
AT
11%
22%
42%
26%
BE
26%
52%
22%
BG
33%
33%
23%
12%
CY
100%
CZ
18%
33%
32%
8%
9%
DE
23%
23%
55%
DK
41%
19%
40%
EE
24%
51%
25%
EL
25%
38%
13%
25%
ES
10%
23%
33%
35%
FI
50%
50%
FR
51%
25%
8%
17%
HR
46%
54%
HU
17%
32%
26%
25%
IE
100%
IT
25%
37%
23%
14%
LT
100%
LU
30%
70%
LV
100%
MT
NL
24%
27%
23%
14%
12%
PL
17%
50%
19%
6%
9%
PT
100%
RO
51%
49%
SE
100%
SI
100%
SK
32%
34%
34%
UK
57%
29%
14%
IS
NO
69%
15%
15%
was/were dealt with by theCourt (EU28 N=171)
569
Table V.233 Satisfaction with the way complaints were dealt by other, by sociodemographics
Very
satisfied
Fairly
satisfied
Not very
satisfied
Not at all
satisfied
Don't
Know/ No
Answer
EU28
31%
31%
13%
13%
13%
EU15
33%
31%
12%
13%
11%
EU13
25%
29%
15%
13%
19%
Male
30%
33%
15%
10%
12%
Female
31%
29%
11%
16%
14%
18-24
22%
55%
9%
4%
10%
25-34
29%
33%
16%
14%
8%
35-44
37%
24%
15%
13%
12%
45-54
30%
32%
12%
10%
17%
55+
32%
21%
9%
20%
17%
38%
31%
13%
6%
12%
Completed Secondary
28%
36%
11%
15%
10%
(Post-)Graduate
31%
27%
12%
16%
14%
Very difficult
39%
18%
16%
15%
13%
Fairly difficult
27%
31%
14%
10%
19%
Fairly easy
28%
42%
11%
15%
4%
Very easy
48%
5%
14%
13%
19%
31%
31%
13%
12%
12%
23%
37%
17%
15%
9%
31%
30%
13%
13%
13%
33%
34%
13%
9%
12%
31%
31%
12%
12%
13%
Very Low users
29%
22%
17%
16%
17%
Low Users
35%
30%
15%
5%
14%
High Users
27%
35%
7%
15%
17%
Very High Users
30%
35%
13%
15%
6%
Metropolitan zone
28%
33%
18%
10%
11%
30%
28%
11%
16%
16%
Rural zone
34%
31%
10%
13%
12%
35%
29%
8%
18%
10%
39%
27%
10%
13%
11%

23%
35%
17%
11%
15%
was/were dealt with by theOther (EU28 N=523)
570
Table V.234 Satisfaction with the way complaints were dealt by other, by country
Very
satisfied
Fairly
satisfied
Not very
satisfied
Not at all
satisfied
Don't
Know/ No
Answer
EU28
31%
31%
13%
13%
13%
AT
26%
50%
12%
11%
BE
29%
31%
5%
27%
8%
BG
6%
40%
25%
14%
16%
CY
46%
54%
CZ
19%
49%
5%
17%
9%
DE
43%
37%
5%
10%
5%
DK
9%
34%
22%
14%
22%
EE
13%
26%
30%
31%
EL
19%
45%
14%
16%
8%
ES
10%
23%
26%
26%
16%
FI
26%
13%
13%
18%
31%
FR
29%
42%
11%
6%
12%
HR
35%
33%
15%
17%
HU
41%
20%
20%
10%
10%
IE
40%
60%
IT
35%
21%
14%
18%
12%
LT
4%
26%
7%
63%
LU
23%
34%
11%
22%
10%
LV
33%
14%
8%
45%
MT
45%
21%
7%
26%
NL
49%
21%
4%
7%
18%
PL
26%
31%
12%
14%
17%
PT
12%
55%
15%
14%
5%
RO
33%
13%
23%
6%
26%
SE
4%
52%
16%
8%
20%
SI
25%
8%
21%
8%
38%
SK
17%
27%
22%
16%
18%
UK
47%
21%
16%
8%
8%
IS
22%
17%
61%
NO
67%
22%
12%
was/were dealt with by theOther (EU28 N=523)
571
Table V.235 Reasons for not taking any action after experiencing most recent problem,
The sums
involved
were too
small
I was
unlikely to
get a
satisfactor
y solution
I thought
it would
take too
long
I did not
know how
or where
to
complain
I was not
sure of
my rights
as a
consumer
I thought
complaini
ng would
have led
to a
confronta
tion
EU28
27%
23%
19%
12%
8%
5%
4%
10%
15%
EU15
24%
23%
19%
13%
7%
5%
4%
10%
18%
EU13
33%
23%
19%
10%
11%
5%
5%
11%
9%
Male
26%
23%
20%
10%
8%
4%
7%
10%
15%
Female
27%
23%
19%
14%
8%
6%
3%
10%
15%
18-24
21%
24%
31%
17%
11%
9%
3%
7%
17%
25-34
27%
19%
20%
11%
6%
6%
5%
8%
15%
35-44
27%
19%
16%
9%
8%
4%
4%
10%
20%
45-54
30%
25%
17%
9%
8%
3%
4%
17%
15%
55+
27%
30%
12%
16%
7%
2%
7%
10%
8%
22%
18%
11%
18%
3%
6%
3%
6%
25%
25%
27%
22%
15%
8%
7%
7%
9%
12%
(Post-)Graduate
30%
20%
17%
9%
9%
3%
4%
11%
16%
Very difficult
20%
24%
14%
14%
8%
3%
4%
11%
24%
Fairly difficult
25%
24%
21%
13%
9%
7%
7%
7%
14%
Fairly easy
31%
22%
20%
8%
8%
5%
3%
13%
13%
Very easy
27%
17%
14%
19%
10%
4%
1%
15%
12%
27%
23%
20%
12%
8%
5%
4%
10%
15%
29%
20%
22%
13%
10%
7%
7%
11%
13%

Paid
for
digital
content
Used or accessed
digital content
27%
23%
20%
12%
8%
5%
5%
10%
15%
27%
19%
24%
11%
8%
7%
6%
10%
17%
27%
23%
20%
12%
8%
5%
5%
10%
14%
Very Low users
22%
22%
13%
12%
6%
8%
4%
10%
20%
Low Users
30%
24%
19%
9%
7%
5%
4%
10%
18%
High Users
23%
23%
20%
13%
10%
3%
5%
12%
13%
Very High Users
29%
23%
23%
13%
8%
6%
5%
9%
13%
Metropolitan zone
Other town / urban
centre
31%
22%
19%
12%
9%
2%
5%
11%
12%
24%
26%
20%
14%
8%
7%
5%
8%
16%
Rural zone
24%
19%
19%
10%
8%
7%
3%
13%
19%
Daily - At least a
few times a year
27%
12%
19%
11%
12%
4%
6%
9%
22%
Primary /
Secondary
Completed
Secondary
Partial
Bought
tangible
goods / services
Paid
for
online
services
Complaini
ng in the
past was
not
successful
Other
Don't
know

25%
25%
20%
13%
7%
4%
3%
13%
Less than once a
year / Never
27%
27%
19%
12%
7%
7%
5%
9%
Source: Core survey Q29: If you didn't take any action, what were the main reasons? (EU28 N=1459)
572
13%
14%
Table V.236 Reasons for not taking any action after experiencing most recent problem,
by country
I thought
complaini
I did not
ng would
know how I was not
have led
or where sure of my
to a
to
rights as a confrontat
complain consumer
ion
The sums
involved
were too
small
I was
unlikely to
get a
satisfactor
y solution
I thought
it would
take too
long
Complaini
ng in the
past was
not
successful
Other
Don't
know
EU2
8
27%
23%
19%
12%
8%
AT
32%
34%
9%
17%
15%
5%
4%
10%
15%
6%
17%
BE
37%
13%
13%
19%
10%
4%
25%
17%
BG
25%
24%
21%
17%
18%
6%
7%
7%
6%
CY
27%
14%
26%
19%
17%
7%
17%
11%
11%
CZ
29%
24%
14%
13%
3%
7%
2%
11%
15%
DE
17%
27%
20%
17%
9%
12%
7%
20%
DK
26%
31%
16%
18%
7%
8%
26%
6%
EE
50%
26%
12%
5%
3%
6%
6%
11%
12%
EL
27%
35%
13%
14%
10%
9%
9%
1%
6%
ES
17%
18%
10%
26%
9%
8%
5%
14%
10%
FI
27%
19%
7%
14%
7%
4%
3%
23%
17%
FR
21%
15%
22%
13%
2%
10%
30%
HR
20%
28%
8%
18%
16%
5%
15%
15%
HU
30%
23%
13%
11%
13%
1%
10%
16%
10%
IE
46%
33%
25%
13%
10%
4%
10%
4%
IT
25%
35%
18%
6%
2%
6%
2%
4%
19%
LT
26%
24%
36%
6%
10%
8%
2%
8%
10%
LU
29%
24%
23%
16%
16%
3%
17%
3%
LV
40%
25%
22%
8%
5%
5%
5%
15%
MT
18%
27%
16%
9%
9%
6%
19%
14%
NL
19%
15%
13%
5%
20%
5%
24%
14%
PL
43%
22%
25%
8%
13%
4%
6%
9%
2%
PT
17%
34%
11%
17%
10%
3%
6%
11%
20%
RO
29%
19%
15%
9%
9%
3%
4%
12%
12%
SE
24%
19%
41%
11%
6%
7%
2%
9%
17%
SI
33%
25%
6%
16%
10%
2%
10%
13%
14%
SK
21%
25%
24%
11%
10%
11%
4%
6%
17%
UK
28%
18%
26%
6%
9%
4%
4%
14%
18%
IS
15%
71%
33%
15%
12%
NO
44%
32%
7%
4%
11%
7%
4%
11%
Source: Core survey Q29: If you didn't take any action, what were the main reasons? (EU28 N=1459)
573
3%
Table V.237 Explicit consent sought by seller when purchasing digital content, by sociodemographics
Yes, my explicit
consent was
sought on all
occasions
My explicit consent
was sought only
My explicit consent
occasionally
was never sought
EU28
33%
23%
45%
EU15
34%
22%
44%
EU13
27%
24%
50%
Male
34%
23%
43%
Female
31%
22%
47%
18-24
38%
26%
36%
25-34
37%
24%
38%
35-44
33%
23%
43%
45-54
28%
21%
52%
55+
22%
16%
62%
29%
22%
50%
Completed Secondary
31%
22%
47%
(Post-)Graduate
35%
24%
41%
Very difficult
39%
20%
42%
Fairly difficult
33%
21%
46%
Fairly easy
31%
25%
44%
Very easy
33%
22%
45%
33%
23%
45%
37%
26%
38%
33%
23%
45%
33%
23%
45%
33%
23%
45%
Very Low users
27%
22%
51%
Low Users
26%
24%
51%
High Users
27%
21%
52%
Very High Users
42%
23%
35%
Metropolitan zone
36%
23%
41%
32%
24%
45%
Rural zone
28%
20%
52%
43%
28%
30%
30%
22%
48%

27%
19%
55%
Source: Core survey Q30: When purchasing digital content in the last 6 months, has the trader sought your
explicit consent as to the fact that, by starting the download or streaming, you were accepting to lose your
right to withdraw from the purchase? (EU28 N=9557)
574
Table V.238 Explicit consent sought by seller when purchasing digital content, by country
Yes, my explicit consent
was sought on all
occasions
My explicit consent was

sought only occasionally
My explicit consent was

never sought
EU28
33%
23%
45%
AT
17%
28%
55%
BE
24%
17%
59%
BG
30%
29%
41%
CY
13%
27%
60%
CZ
23%
27%
50%
DE
25%
22%
53%
DK
31%
25%
44%
EE
21%
19%
60%
EL
34%
28%
38%
ES
41%
31%
28%
FI
12%
14%
74%
FR
38%
19%
44%
HR
16%
28%
56%
HU
25%
31%
44%
IE
32%
28%
41%
IT
36%
19%
45%
LT
40%
21%
39%
LU
23%
25%
53%
LV
25%
26%
49%
MT
36%
18%
46%
NL
27%
17%
56%
PL
26%
20%
55%
PT
43%
19%
38%
RO
38%
25%
36%
SE
38%
21%
41%
SI
14%
26%
60%
SK
32%
26%
41%
UK
41%
23%
36%
IS
28%
13%
58%
NO
42%
25%
34%
Source: Core survey Q30: When purchasing digital content in the last 6 months, has the trader sought your
explicit consent as to the fact that, by starting the download or streaming, you were accepting to lose your
right to withdraw from the purchase? (EU28 N=9557)
575
Table V.239 Attempts to stream films and TV series in another EU-country, by sociodemographics
I
I tried,
I tried,
travelled
but I
but I
I tried,
to
was not was not
but it
another I did not
allowed allowed
didn't
EU
travel to
I tried
by the
by the
work for country
another
and it
content internet another
but did
EU
worked provider provider
reason
not try
country
EU28
17%
6%
4%
3%
25%
44%
EU15
16%
7%
4%
3%
27%
43%
EU13
21%
5%
3%
2%
21%
49%
Male
19%
7%
5%
4%
25%
41%
Female
16%
6%
3%
3%
26%
48%
18-24
19%
8%
6%
4%
21%
42%
25-34
22%
7%
4%
3%
25%
39%
35-44
18%
6%
3%
3%
23%
46%
45-54
14%
5%
3%
3%
30%
45%
9%
5%
3%
3%
29%
50%
14%
4%
3%
3%
22%
54%
Completed Secondary
16%
6%
3%
3%
24%
49%
(Post-)Graduate
20%
8%
4%
4%
29%
36%
Very difficult
19%
3%
3%
3%
14%
58%
Fairly difficult
15%
6%
3%
3%
22%
51%
Fairly easy
19%
8%
4%
3%
31%
35%
Very easy
21%
8%
5%
4%
32%
30%
18%
6%
4%
3%
26%
43%
24%
10%
7%
5%
22%
32%
18%
7%
4%
3%
26%
43%
22%
9%
6%
4%
26%
34%
17%
6%
4%
3%
25%
44%
9%
5%
4%
5%
26%
51%
Low Users
11%
4%
4%
3%
27%
51%
High Users
12%
6%
3%
3%
30%
46%
Very High Users
29%
9%
4%
3%
21%
35%
Metropolitan zone
21%
9%
6%
3%
27%
34%
16%
6%
3%
3%
25%
47%
Rural zone
14%
4%
3%
3%
24%
53%
31%
15%
10%
7%
28%
10%
20%
7%
3%
3%
44%
23%
55+
Very Low users

9%
2%
2%
1%
10%
76%
Source: Core survey Q4c.3 Over the last 12 months, when being in another EU country, did you try to view
Films/TV series and/or Live events (e.g. sports matches) via streaming that you could normally view in your
county of residence? Films and TV series (EU28 N=10,289)
576
Table V.240 Attempts to stream films and TV series in another EU-country, by country
I tried, but
I tried, but
I was not
I tried, but I travelled
I was not
allowed by
it didn't
to another
I did not
allowed by
the
work for
EU country
travel to
I tried and the content
internet
another
but did not another EU
it worked
provider
provider
reason
try
country
EU28
17%
6%
4%
3%
25%
44%
AT
13%
6%
2%
1%
43%
34%
BE
15%
5%
1%
4%
48%
27%
BG
28%
5%
6%
2%
3%
56%
CY
26%
2%
2%
2%
29%
39%
CZ
18%
4%
3%
2%
19%
55%
DE
12%
7%
4%
3%
30%
44%
DK
15%
5%
3%
3%
33%
41%
EE
13%
4%
1%
1%
41%
39%
EL
19%
5%
3%
1%
20%
52%
ES
25%
8%
7%
3%
22%
35%
FI
9%
4%
2%
3%
32%
51%
FR
17%
6%
5%
3%
24%
46%
HR
14%
4%
3%
1%
30%
48%
HU
16%
4%
2%
2%
20%
56%
IE
20%
11%
4%
2%
36%
26%
IT
21%
6%
3%
4%
23%
44%
LT
26%
4%
7%
3%
3%
58%
LU
22%
14%
5%
3%
38%
19%
LV
18%
5%
1%
2%
34%
40%
MT
16%
4%
1%
5%
48%
27%
NL
16%
8%
2%
4%
33%
37%
PL
21%
6%
3%
2%
20%
49%
PT
16%
2%
1%
2%
19%
61%
RO
24%
2%
3%
3%
24%
44%
SE
10%
5%
3%
3%
33%
47%
SI
12%
8%
5%
3%
38%
33%
SK
21%
4%
2%
4%
24%
46%
UK
16%
9%
5%
5%
23%
42%
IS
14%
6%
2%
1%
38%
39%
NO
22%
11%
5%
2%
30%
30%
Source: Core survey Q4c.3 Over the last 12 months, when being in another EU country, did you try to view
county of residence? Films and TV series (EU28 N=10,289)
577
Table V.241 Attempts

demographics
to
stream
live
events
in
another
EU-country,
by
socio-
I
travelled
I tried,
to
but it
another I did not
didn't
EU
travel to
work for country
another
another
but did
EU
reason
not try
country
I tried
and it
worked
I tried,
but I
was not
allowed
by the
content
provider
I tried,
but I
was not
allowed
by the
internet
provider
EU28
19%
8%
7%
5%
25%
37%
EU15
18%
8%
7%
5%
27%
34%
EU13
21%
6%
5%
4%
21%
43%
Male
21%
8%
7%
5%
24%
34%
Female
17%
7%
6%
5%
27%
39%
18-24
22%
9%
9%
6%
22%
32%
25-34
23%
10%
9%
6%
22%
29%
35-44
20%
7%
7%
6%
23%
38%
45-54
15%
5%
5%
5%
29%
42%
55+
11%
6%
2%
3%
33%
45%
15%
6%
5%
6%
25%
44%
Completed Secondary
17%
8%
6%
5%
23%
41%
(Post-)Graduate
22%
8%
8%
5%
28%
29%
Very difficult
22%
9%
5%
4%
15%
46%
Fairly difficult
17%
7%
7%
5%
21%
43%
Fairly easy
19%
8%
8%
6%
30%
30%
Very easy
24%
9%
7%
6%
30%
25%
19%
8%
7%
5%
25%
36%
24%
12%
12%
8%
21%
24%
19%
8%
7%
5%
25%
36%
23%
10%
10%
7%
24%
27%
19%
8%
7%
5%
25%
37%
Very Low users
12%
5%
9%
10%
25%
40%
Low Users
12%
6%
6%
5%
29%
42%
High Users
13%
6%
6%
4%
29%
41%
Very High Users
28%
11%
7%
4%
21%
29%
Metropolitan zone
22%
8%
9%
6%
25%
30%
18%
9%
6%
5%
25%
37%
Rural zone
15%
5%
5%
5%
25%
46%
30%
12%
14%
9%
26%
10%
19%
8%
5%
5%
40%
23%

11%
4%
3%
3%
11%
68%
Source: Core survey: Q4c.5 Over the last 12 months, when being in another EU country, did you try to view
county of residence? Live events (EU28 N=13,945
578
Table V.242 Attempts to stream live events in another EU-country,

I tried, but
I tried, but
I was not
I tried, but
I was not
allowed by
it didn't
allowed by
the
work for
I tried and the content
internet
another
it worked
provider
provider
reason
by country
I travelled
to another
EU country
but did not
try
I did not
travel to
another EU
country
EU28
19%
8%
7%
5%
25%
37%
AT
15%
7%
4%
5%
43%
26%
BE
17%
5%
3%
6%
45%
25%
BG
26%
9%
7%
4%
4%
50%
CY
31%
4%
2%
2%
34%
26%
CZ
20%
6%
6%
3%
21%
45%
DE
12%
7%
6%
5%
34%
36%
DK
13%
5%
6%
6%
35%
35%
EE
17%
4%
2%
2%
41%
34%
EL
20%
7%
6%
3%
17%
48%
ES
22%
9%
9%
6%
20%
35%
FI
10%
4%
3%
6%
30%
48%
FR
20%
8%
8%
4%
25%
35%
HR
14%
3%
3%
1%
29%
51%
HU
17%
7%
3%
3%
21%
49%
IE
15%
12%
6%
5%
36%
25%
IT
21%
8%
9%
5%
22%
36%
LT
25%
5%
7%
5%
3%
56%
LU
23%
6%
9%
5%
38%
20%
LV
19%
6%
2%
1%
34%
39%
MT
22%
3%
4%
2%
41%
28%
NL
16%
7%
6%
8%
33%
30%
PL
19%
7%
5%
6%
21%
42%
PT
18%
4%
2%
3%
17%
57%
RO
28%
5%
4%
4%
21%
39%
SE
14%
6%
6%
5%
34%
36%
SI
14%
9%
6%
4%
32%
34%
SK
23%
8%
3%
3%
26%
38%
UK
22%
10%
9%
7%
22%
29%
IS
14%
6%
3%
2%
39%
37%
NO
16%
9%
8%
5%
36%
27%
Source: Core survey: Q4c.5 Over the last 12 months, when being in another EU country, did you try to view
county of residence? Live events (EU28 N=13,945
579
HOW TO OBTAIN EU PUBLICATIONS

Free publications:
one copy:
via EU Bookshop (http://bookshop.europa.eu);
more than one copy or posters/maps:
from the European Unions representations (http://ec.europa.eu/represent_en.htm);
from the delegations in non-EU countries
(http://eeas.europa.eu/delegations/index_en.htm);
by contacting the Europe Direct service (http://europa.eu/europedirect/index_en.htm)
or calling 00 800 6 7 8 9 10 11 (freephone number from anywhere in the EU) (*).
(*) The information given is free, as are most calls (though some operators, phone boxes or hotels may
charge you).
Priced publications:
via EU Bookshop (http://bookshop.europa.eu).
580
DS-01-15-590-EN-N
doi: 10.2838/867089

21.09 DSM Final Report PDF

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21.09 DSM Final Report PDF

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Provision of two online

consumer surveys as support

Directorate-General for Justice and Consumers

Provision of two online

Directorate-General for Justice and Consumers

Europe Direct is a service to help you find answers

boxes or hotels may charge you).

More information on the European Union is available on the Internet (http://europa.eu).

doi: 10.2838/867089 DS-01-15-590-EN-N

European Union, 2015

Report structure ................................................................................ 9

Core survey ........................................................................ 14

Clickstream survey .............................................................. 16

Markets surveyed and description of socio-demographic

Markets surveyed ................................................................ 18

Socio-demographic categories: definitions .............................. 20

ONLINE PURCHASE, USAGE AND ACCESS FREQUENCY ACROSS THE

Tangible goods and offline services .................................................... 23

Online services ............................................................................... 30

Digital content ................................................................................ 38

ORIGIN OF ONLINE PURCHASE AND ACCESS ACTIVITY ................................ 47

Tangible goods and offline services .................................................... 47

Digital content ................................................................................ 52

Origin of latest online purchase ......................................................... 57

Actual versus claimed cross-border purchase behaviour ....................... 60

ONLINE SPENDING .................................................................................. 86

Tangible goods and offline services .................................................... 87

Total spending .................................................................... 87

Domestic versus cross-border spending .................................. 91

Proportions of total spending on tangible goods and

Online services ............................................................................. 102

Digital content .............................................................................. 106

Total spending .................................................................. 106

Domestic vs. cross-border spending ..................................... 111

Proportions of total spending on digital content ..................... 114

Spending on respondents latest online purchase............................... 119

LATEST PURCHASE AND ONLINE PURCHASE JOURNEY ............................... 135

Online and offline purchase behaviour.............................................. 135

Online and offline purchase behaviour.............................................. 140

Time spent on most recent online purchase ...................................... 149

Type of product most recently purchased online ................................ 153

Payment methods and shopping devices .......................................... 160

Delivery of the product .................................................................. 167

DRIVERS AND BARRIERS TO (CROSS-BORDER) E-COMMERCE .................... 173

General drivers of online purchase behaviour .................................... 173

Perceived barriers to (cross-border) e-commerce .............................. 178

Barriers to buying products online in country of

Barriers to buying products online cross-border ..................... 185

Comparison between domestic and cross-border

Barriers and drivers of cross-border purchase behaviour:

Drivers of cross-border purchase behaviour inside and

Barriers to cross-border purchase behaviour inside and

Drivers and barriers of the intensity of cross-border

Consumer rights awareness and traders compliance ......................... 206

PROBLEMS AND COMPLAINTS ................................................................. 217

Problems encountered ................................................................... 218

Problems encountered per surveyed market .......................... 223

The origin of problems encountered ..................................... 224

Type of problem encountered .............................................. 229

Actions taken after encountering a problem ...................................... 235

Satisfaction with complaint handling ................................................ 238

CASE STUDY: CLICKSTREAM SURVEY IN BELGIUM AND POLAND ................. 240