MIPIM 2019 (24.1 MB)
Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
Investing in Austria<br />
E-Commerce Austria 2018<br />
The "E-Commerce Study Austria 2018: Home Shopping Consumer Behavior " by the Austrian Trade Association and the "Mail Order and E-Commerce"<br />
platform in cooperation with the Austrian Institute for SME Research shows a 2 percent increase in the number of buyers for 2018 and a 4<br />
percent increase in expenditure in home shopping (classic mail order + e-commerce), a change in purchasing behavior and a massive increase of<br />
20 percent in smartphone shopping.<br />
According to the study, almost five million Austrians made home shopping purchases locally and abroad during the 2018 analysis period, spending<br />
a total of around 7.9 billion Euros. This corresponds to more than one-tenth of retail-relevant consumer spending. The top product groups are<br />
clothing (1.8 billion Euros), electrical appliances (1.1 billion Euros) and books (0.7 billion Euros).<br />
Online shopping is growing dynamically, as does outflow abroad<br />
More than 90 percent of home shopping spending is already done online (7.2 billion Euros), which corresponds to an increase of 6 percent over the<br />
same period last year. However, 57 percent of consumers now buy from foreign online merchants, and loyalty to domestic providers continues to<br />
decline. Spending in the traditional mail order business has also declined, with a minus of 12 percent or 100 million Euros.<br />
Smartphone Shopping & Voice Commerce on the advance<br />
The dynamics of online shopping are even surpassed by the boom in smartphone shopping. A quarter of Austria already buys on the Internet<br />
using the smartphone, spending currently stands at 640 million Euros. The megatrend Voice Commerce has just began in Austria. Nevertheless: 3<br />
percent or 200,000 Austrians already use Internet-based personal assistants such as Amazon Echo or Google Home, and 0.2 percent have already<br />
made purchases using them.<br />
E-Commerce Study Austria 2018 | Home Shopping Consumer Behavior<br />
HOME SHOPPING<br />
• Mail Order<br />
• Internet Retail<br />
• Internet via Smartphone<br />
+100,000<br />
= 2 %<br />
5.0 million Home Shoppers<br />
= 67 % of Austrians (from age 15)<br />
+300 million Euros<br />
= 4 %<br />
7.9 billion Euros spent<br />
shopping locally & abroad<br />
11 %<br />
of total,<br />
retail-relevant<br />
consumer spending<br />
ONLINE SHOPPING<br />
• Internet Retail<br />
• Internet via Smartphone<br />
+200,000<br />
= 5 %<br />
4.3 million Online Shoppersr<br />
= 57 % of Austrians (from age 15)<br />
+400 million Euros<br />
= 6 %<br />
7.2 billion Euros spent<br />
shopping at home or abroad<br />
10 %<br />
of total,<br />
retail-relevant<br />
consumer spending<br />
SMARTPHONE SHOPPING<br />
• Internet via Smartphone<br />
+300,000<br />
= 20 %<br />
1.8 million Smartphone Shoppers<br />
= 24 % of Austrians (from age 15)<br />
+110 million Euros<br />
= 20 %<br />
640 million Euro spent<br />
shopping at home or abroad<br />
1 %<br />
of total,<br />
retail-relevant<br />
consumer spending<br />
38 ImmoFokus
Change language