Brochure & Order Form_Central Europe B2C E-Commerce Report 2012_by yStats.com

Central Europe B2C E-Commerce Report 2012

December 2012

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2
op e rt 201
l Eu r Repo
C entra ommerce
E- C
B2C

November 2012

Publication Date
December 2012
Language
English
Format
PDF & PowerPoint
Number of Pages/Charts
130
Covered Countries
Germany, Switzerland, Austria

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Key Findings
Covering Germany, Switzerland and Austria
• In Germany in 2011, Internet pure players accounted for the highest B2C E-Commerce sales, while
M-Commerce was increasing in popularity.
• B2C E-Commerce sales in Germany and Switzerland increased by a double-digit percentage figure in 2011,
compared to 2010. In Austria, B2C E-Commerce Sales are expected to reach a CAGR of nearly +10% between
2011 and 2016.
• “Apparel, Textiles and Shoes” was the most purchased online product category in Germany in 2011, followed by
“Media, Picture, Sound”. In Switzerland, “Travel & Hotel” and “Books & Magazines” were the most purchased online
product categories by individuals in January 2012 and in Austria, “Clothing, Sports Goods” was the most purchased
online product category in Q2 2012, followed by “Holiday Accommodation and other Travel Arrangements”.
• In terms of online sales, Amazon.de was the leading online shop in Germany in 2011, followed by Otto.de, while
the leading online shops in Switzerland were Swiss.com and Ricardo.ch. In Austria in 2010, Amazon.at and
Universal.at were able to generate the highest online sales.

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Table of Contents (1 of 4 - Germany)

1. MANAGEMENT SUMMARY 2. TRENDS (cont.)

• Commercial Social Media Usage Trends in Germany,
2. TRENDS
2012 and Social Media most suitable for increasing
Revenues in Distance Selling, in %, Q1 2012
• B2C E-Commerce Market Trends in Germany, 2011
• Online Gaming Trends in Germany, 2010-2012,
• B2C E-Commerce and Distance Selling Market
including Gaming Spending, in EUR billion,
Trends in Germany, 2011 and Share of Online Sales
2010 & 2011
on the Distance Selling Market, in %, 2010 & 2011
• Gamers in Germany per Platform,
• Reasons for choosing an Online Shop in Germany,
in millions and in % of total Gamers, 2011f
by Age Group, in %, April 2012
• Spending on Gaming in Germany, by Platform,
• Shopping Basket Values of FMCG in Germany,
including Online, in EUR million, 2010 & 2011
Online and In-Store, in EUR, January-May 2012
• Spending on Gaming in Germany, by Platform,
• Breakdown of Ordering Method in Germany,
including Online, in %, 2010 & 2011
including Online, in EUR billion and in % of Sales,
2011 • Spending on Gaming in Germany, by Platform,
including Online, in EUR million, 2011f and Time
• Online Payment Trends in Germany, 2011/2012
spent on Games, by Platform, including Online,
• Breakdown of preferred Payment Methods of Online
in %, 2011f
Shoppers in Germany, in %,
• Online Gambling and Betting Market Trends in
January 2011 & January 2012
Germany, 2012
• Breakdown of Trust in Online Payment Methods in
• European Commission concerning the new
Germany, compared to regular Payment Methods,
Interstate Gambling Treaty in Germany, 2012
in % of Individuals, Q1 2012
• Online Gambling Revenues in Germany, by selected
• Reasons for choosing an Online Payment Method in
Online Gambling Category, in EUR million, 2011
Germany, in % of Individuals, Q1 2012
• Importance of Delivery Aspects in Germany,
in % of Online Shoppers, December 2011 3. SALES
• B2C E-Commerce Delivery Destination Preferences
in Germany, in % of Online Shoppers, July 2012 • B2C E-Commerce Sales in Germany, in EUR billion,
• B2C E-Commerce Delivery Destination Options in 2008-2012f
Germany, in % of Online Retailers, July 2012 • Distance Sales Volume in Germany, by Sales Type,
• Information Sources used by Shoppers within in EUR billion and Breakdown of Distance Sales
Distance Selling (incl. Online) in Germany, Volume, by Sales Type, in % of total Turnover,
and Visit of Retailer’s Homepage, by Age Group, 2010 & 2011
in %, 2011
• Mobile Content Activities in Germany, in %,
May 2012 4. SHARES
• Smartphone Users who visit Mobile Retail Sites in
• Share of B2C E-Commerce on total Retail Sales in
Germany, in millions, % Change and % Smartphone
Europe, by Country, including Germany,
Audience, March-May 2012
in %, 2011 & 2012f
• Fast growing Mobile Content Categories in Germany,
• Share of B2C E-Commerce Sales on total Retail
in % Growth, Year-on-Year Change, July 2012
Sales in Germany, in %, 2008-2012f

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Table of Contents (2 of 4 - Germany)

5. PRODUCTS 6. USERS / SHOPPERS (cont.)

• Turnover of B2C E-Commerce Product Categories in • Mobile Internet Users in Germany,
Germany, by Product Category, in millions and % in Change, 2010 & 2011
in EUR million and in % Growth, 2010 & 2011 • Growth in Internet Usage in Germany,
• B2C E-Commerce Services Sales in Germany, by Access Device, in %, 2011 & 2012f
by Service Category, in EUR billion, 2011 • Online Shoppers in Germany,
• Breakdown of B2C E-Commerce Service Turnover in in millions and in % Growth, 2007-2011
Germany, by Service Category, in %, 2011 • Share of Online Shoppers on Individuals in Germany,
• Most popular Online Product Categories in Germany, compared to the EU Average, in %, 2006-2011
by Product Category, in million Online Shoppers and • EU Comparison of Online Shopper Penetration,
in % Growth Rate, 2010 & 2011 by Country, including Germany, in % of Population,
• Distance Sales in Germany, by Product Category, 2011
in EUR million, Q2 2012 • Share of Internet Users in Germany ever having
• Top 5 Distance Selling Product Categories in shopped Online, in % of Internet Users, April 2012,
Germany, by Sales, in EUR million and and Breakdown of Online Purchase Frequency,
in % Growth vs. Q2 2011, Q2 2012 in % of Internet Users, 12 Months to April 2012
• Share of Internet Users in Germany ever having • Monthly Online Shopping in Germany, by Device,
booked overnight Accommodation Online, in % of Consumers and Device Users,
by Type of Accommodation, in %, 2011 April-May 2012
• Product Categories for which Shoppers in Germany • Mobile Online Shoppers in Germany,
searched Information through their Mobile Devices in million Mobile Device Users, 2010 & 2011
prior to conducting a Purchase, in %, 2011
• Share of Tablet and Smartphone Users in Germany
that used their Device to buy the following Products, 7. PLAYERS
by Product Category, in %, April 2012
• Top 5 Online Retail Websites in Germany,
by Online Shoppers, in millions, 2011
6. USERS / SHOPPERS • Top 20 Online Retailers in Germany,
by B2C E-Commerce Sales, in EUR million, 2011
• Internet Users in Germany, in millions, 2011-2016f • Profile of Amazon.de
• Individuals in Europe using the Internet, by Country, • Profile of OTTO.de
including Germany, in %, 2009-2011
• Profile of Notebooksbilliger.de
• Internet and Broadband Household
• Profile of Conrad.de
Penetration in Europe, by Country, incl. Germany,
in % of Households, 2007, 2009 & 2011 • Profile of Weltbild.de

• Fixed Broadband Subscribers in Germany, in Total • Profile of Bonprix.de
(millions) and per 100 Inhabitants, compared to • Profile of Esprit.de
Germany, USA and the OECD Total, 2006-2011 • Profile of Hm.com/de
• Broadband Subscribers in Germany, • Profile of Thomann.de
by Access Technology, compared to the
• Profile of Baur.de
OECD Average in %, 2011

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Table of Contents (3 of 4 - Switzerland)

1. MANAGEMENT SUMMARY 5. PRODUCTS

• Purchased Online Product Categories in Switzerland,
2. TRENDS
in % of Online Shoppers, Q1 2011

• B2C E-Commerce Trends in Switzerland, 2012 • Online Product Categories planned to be purchased
in Switzerland, in % of Internet Users,
• B2C E-Commerce Sales Development in Switzerland,
six Months following February 2012
2011/2012 and Breakdown of B2C E-Commerce
Sales Development, in % of Online Retailers, • Breakdown of B2C E-Commerce and Distance Sales
in Switzerland, by Product Category, in %,
• 2011 vs. 2010
2010 & 2011
• Breakdown of B2C E-Commerce and Distance Sales
in Switzerland, by Order Method, in %,
2010 & 2011 6. USERS / SHOPPERS
• Breakdown of preferred Payment Methods in
Distance Selling in Switzerland, in % of Companies, • Development of Internet Users and Penetration in
2010 & 2011 Switzerland, in million and %, 2006-2011
• Breakdown of the Number of Payment Methods • Internet Users in Switzerland, in % of Population,
offered by Online Shops in Switzerland, in %, by Gender and by monthly Income,
March 2012 October 2011-March 2012
• Average per Capita B2C E-Commerce Sales in • Regular Internet Users in Switzerland,
Europe, by Country, incl. Switzerland, in EUR, by Age Group, in %, six Months to March 2012
2011 & 2012f • Fixed Total Broadband Subscribers in Switzerland,
• Mobile and M-Commerce Trends in Switzerland, in Total and per 100 Inhabitants,
2012 compared to Germany, USA and the OECD Average,
2006-2011
• Broadband Subscribers in Switzerland,
3. SALES by Access Technology, compared to the
OECD Average, in %, 2011
• B2C E-Commerce Sales in Switzerland, • Share of Online Shoppers on Internet Users in
in CHF billion, 2009-2011 Switzerland, by Gender, in %, Q1 2011

4. SHARES
7. PLAYERS
• Share of B2C E-Commerce on total Retail Sales in
Europe, by Country, including Switzerland, in %, • Top 10 most purchased on Online Shops in
2011 & 2012f Switzerland, in % Respondents, 2011
• Share of B2C E-Commerce on total Retail and on • Top 20 Online Shops in Switzerland,
total Distance Sales in Switzerland, in %, by B2C E-Commerce Sales, in CHF million, 2011
2009-2011 • Profile of Digitec.ch
• Profile of LeShop.ch
5. PRODUCTS • Profile of Brack.ch
• Profile of Arp.com
• Profile of Distrelec.ch
in % of Individuals, January 2012

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Table of Contents (4 of 4 - Austria)

1. MANAGEMENT SUMMARY 6. USERS / SHOPPERS

• Mobile Broadband Trends in Austria, 2012, and
2. TRENDS Share of Households with Mobile Broadband Internet
Access, by Number of People, in %, Q2 2012
• B2C E-Commerce Trends in Austria, 2011/2012 • Fixed total Broadband Subscribers in Austria,
• Retail Goods Research and Online Shopping via in total and per 100 Inhabitants,
Smartphones in Austria, in % of Smartphone Users, compared to Germany, USA and the OECD Average,
May 2011-April 2012 2006-2011

• Average per Capita Online Spending of Consumers • Broadband Subscribers in Austria,
in Austria, compared to Germany, in EUR, 2011 by Access Technology compared to the
OECD Average, in %, 2011
• Individuals in Europe using the Internet, by Country,
including Austria, in %, 2009-2011
3. SALES
• Internet and Broadband Household Penetration in
Europe, by Country, incl. Austria, in %,
• B2C E-Commerce Sales of Goods in Austria,
2007, 2009 & 2011
in EUR billion, 2007, 2011 & 2016f
• Development of Internet Users in Austria,
in millions and in % of Country Population,
2007-2011
• Comparison of Online Shopper Penetration in the EU,
4. SHARES
by Country, incl. Austria, in % of Population, 2011

• Share of B2C E-Commerce on total Retail Sales in • Share of Online Shoppers on Individuals in Austria,
Austria, in %, 2010 & 2025f in %, 2007-2012f
• Online Shoppers in Austria, by Age Group,
in millions and in %, 2012f
• Online Shopper Penetration in Austria,
5. PRODUCTS by Gender and Age Group, in %, Q2 2012
• Online Shoppers in Austria,
• Purchased Online Product Categories in Austria,
by Gender and Age Group, in thousands, Q2 2012
• Online Product Categories planned to be purchased 7. PLAYERS
in Switzerland, in % of Internet Users,
six Months following February 2012 • Top 20 Online Shops in Austria,
• Breakdown of B2C E-Commerce and Distance Sales by B2C E-Commerce Sales, in EUR million, 2010
in Switzerland, by Product Category, in %, • News about Marks&Spencer in Austria,
2010 & 2011 October 2012

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Samples (1 of 2)


Trends Sales Shares Products Users / Shoppers Players

64% of the total population in Germany ordered goods or services for
private use online in 2011, a higher share than the EU average of 43%.
Share of Online Shoppers on Individuals in Germany, compared to the EU Average, in %, 2006-2011

70%
64%
60%
60%
56%
52% 53%
50% 49%

43%
40%
40% 37%
Germany
32%
30% EU27
30%
26%

20%

10%

0%
2006 2007 2008 2009 2010 2011

Note: The survey contains individuals having bought or ordered goods or services for private use over the Internet in the last year
Source: Eurostat, July 2012

61



The number of mobile orders made in Switzerland increased in 2012,
with mobile sites becoming more popular than apps.
Mobile and M-Commerce Trends in Switzerland, 2012

 Switzerland has one of the highest smartphone penetration rates in Europe, with 33% of mobile phones being smartphones in
2012, which is projected to increase to 75% by 2015, as reported by Directpoint Post. The number of registered iPhones in
Switzerland is as high as the number in Germany, even though Switzerland only has a population that is 10% of Germany’s.
 In total, 25% of consumers in Switzerland go online via mobile devices, mainly looking for news, information about the weather
and traffic as well as location-based services, social media and entertainment apps. In addition, mobile couponing, price
comparisons and product reviews have in increased in the popularity of mobile Internet users in Switzerland.
 According to Datatrans, M-Commerce remained a strong trend in Switzerland in 2012, with more and more online retailers
receiving orders that were made using mobile devices. Especially companies with many users that visit the website often
experience a boom in mobile commerce.
 In order to meet the mobile needs of consumers, a large number of apps and mobile websites have been developed.
 In addition to creating new apps and websites, existing mobile functions are enhanced as well. QR-Codes for example are
offered by some online retailers in Switzerland and others experiment with NFC technology, allowing new ways to use
smartphones in online retail.
 The problem with the M-Commerce trend in Switzerland is the high cost for launching and maintaining the different platforms,
which is why online retailers have begun to stop developing apps and to start focusing on mobile websites.
 In the future, it is expected that mobile devices will not only be used to order products or services, but also to support fulfillment.
In 2012, mobile fulfillment in Switzerland was possible by keeping boarding passes and train tickets on a smartphone. However,
it is also possible to use smartphones as keys to hotel rooms or rental cards, as a payment method or for location-based
services.

Source: Directpoint Post, 2012; Datatrans, May 2012

15

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Samples (2 of 2)



In the six months to March 2012, over 75% of the total population in
Switzerland aged 14-59 years was using the Internet on a regular basis.
Regular* Internet Users in Switzerland, by Age Group, in %, six Months to March 2012

14-19
97.9%
Years

20-29 95.8%
Years

30-39 92.6%
Years

40-49
88.9%
Years

50-59
79.7%
Years

60-69
Years 58.8%

70+
28.6%
Years

0% 20% 40% 60% 80% 100% 120%

Note: *several times a week
Source: Statistics Suisse, 2012

29



In 2011, DSL accounted for almost 70% of broadband Internet
usage in Austria, while the OECD average was 57%.
Broadband Subscribers in Austria, by Access Technology compared to the OECD Average, in %, 2011

Austria OECD Average

Source: OECD, 2012

117

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4.3 the event that the parties agree on a “Single User License” under the Order Form, this
In confidential information to the minimum required.
means that only one individually named user of an organization shall be entitled to access 9.2 may use the Customer as a reference so long as no contractual details are divulged.
We
the report. In the event that the parties agree on a “Site License” under the Order Form, this 10. JURISDICTION, GOVERNING LAW, MISCELLANEOUS
means that all users within a given geographical location (as specified in the Order Form) 10.1 lace of payment is Hamburg, Germany.
P
of an organization shall be entitled to access the report. In the event that the parties agree 10.2 ll disputes arising from or in connection with any Contract between the parties shall be
A
on a “Global Site License”, this means that all worldwide users of an organization shall be resolved through the courts of Hamburg. Governing law is German law.
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