Europe Affluents Spend a Lot of Money Online

Europe’s Affluent regularly go on an online shopping spree.

Europe Affluents Spend a Lot of Money Online

According to the Ipsos Affluent Survey Europe, nine out of 10 Affluents (88%) have made an online purchase in the last 6 months*.

Money is spent on holidays or media

Europe Affluents - Online shopping profileThe European Affluent spent €1,723 on average in the last six months, but a significant part spent even more - 1 in 5 Affluents spent over €2,000 online. Europe’s ‘biggest spenders’ can be found in the United Kingdom and Norway. Polish and Hungarian Affluents spent less, but still over €800 on average**.

Most purchased products online are holiday (hotel, holiday airline tickets) or media related (books, music)***.

Europe Affluents - Most purchased products online

29% of the Affluents that have made online purchases in the last 6 months regularly use a mobile or tablet to buy products and services.

Online shopping differs per country

  • The highest share of online shoppers can be found among the British and Irish Affluents, the share is lowest amongst Finnish and Hungarian Affluents.
  • Europe's 'biggest spenders' can be found in the United Kingdom and Norway. Polish and Hungarian Affluents spent less, but still over €800 on average.

Europe Affluents - Online purchases by country

*Any of the products/services made online purchases for in the past 6 months measured on the Ipsos Affluent Survey Europe, see website (see: http://www.ipsos-nederland.nl/uploads/documenten/05.Affluent2016_Classification_Data_0305_nieuw.pdf)
**Spent in total in past 6 months buying products online (including shipping and handling) – mean
***Based on list of products/services measured: computer software/hardware, Laptop or desktop computer, PDA/smartphone/mobile phone, Portable media player (MP3- or MP4- player/iPod/PSP), Game console, Digital video camera or digital still camera, DVD player or DVD recorder, TV set, Music, Video/film, Books, Clothes/shoes >EUR 500 per item ( £420), Jewellery >EUR 1,500 per item ( £1,250), A luxury watch >EUR 750 per item ( £650), Cosmetics or beauty products, Securities (i.e. stocks & bonds), Household appliance like fridge or washing machine (>EUR 300 / £250 per item), Home furniture (>EUR 300 / £250 per item), Sports equipment, New Vehicle, Hotel reservations, Airline tickets, International train tickets, Holiday, Car rental

Media & Brand Communication