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THE MATURE MARKETS EUROPE <strong>B2C</strong> E-COMMERCE 27<br />
€1,435<br />
Average amount<br />
spent by Finnish<br />
e-shopper in 2012<br />
BUY<br />
80% of Internetusers<br />
purchased<br />
goods or services in<br />
the last 12 months.<br />
Average<br />
spent online per<br />
Finnish e-shopper<br />
€1,435<br />
Finland<br />
4.7 million of Finland’s population or 87% of the total<br />
population has access to the Internet. 85% of households<br />
have broadband access. Close to 80% of Internet-users<br />
purchased goods or services in the last 12 months.<br />
The average annual amount spent online per Finnish<br />
e-shopper is estimated at around €1,435. In 2012, just 3.8<br />
million Finnish e-shoppers bought online for an estimated<br />
€5.4 bn, of which an estimated 50% was on<br />
e-services, mainly online travel.<br />
Finnish Internet-users examine numerous sources before<br />
deciding on a travel destination 31 . Of those surveyed, 61%<br />
visited the websites of a travel agency or hotel when<br />
planning travel, by far the most common resource used by<br />
respondents. 44% Also reported using price comparison<br />
sites and booking services.<br />
Average spent online per Finnish e-shopper is<br />
estimated at around €1,435<br />
31 Finnish Fair Corp.’s December 2012 survey conducted by TNS Gallup<br />
Finland.<br />
Norway<br />
Norway has a very mature e-commerce market. In 2012,<br />
just 3.6 million Norwegians (almost 90% of the number<br />
of active Internet-users) purchased online for an<br />
estimated €7.9 bn, of which around 50% was on<br />
e-services, mainly online travel. The Norwegian<br />
economy seems to drive retail sales both offline and<br />
online. The average GDP per capita is over €78,000<br />
which makes Norway number three on the worldwide<br />
ranking of nominal GDP per capita, after Luxembourg<br />
and just behind Qatar.<br />
Most purchased items after online travel are: electronics,<br />
fashion/clothing/shoes, and books, etc. Consumers in<br />
Norway are increasingly reaching for their mobile devices<br />
to buy products and services.<br />
19.2% of consumers in Norway 32 have bought products or<br />
services via their smartphone, with music,<br />
film and tickets being the most popular purchases.<br />
32 October 2012 survey by Eniro Gule Sider<br />
19.2%<br />
Of Norwegians bought<br />
goods or services via<br />
smartphone in 2012<br />
In 2012, just 3.6<br />
million Norwegians<br />
purchased online<br />
for an estimated<br />
€7.6 billion<br />
Most purchased items:<br />
Electronics, Fashion/<br />
Clothing/Shoes,<br />
and Books<br />
€<br />
The average GDP per<br />
capita is over €78,000
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