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Central Europe B2C E-Commerce Report 2010 by yStats.com

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About our Reports …

About our Reports
- Market reports by yStats.com inform top managers about recent market trends and assist with strategic company decisions
- yStats.com provides secondary market research: By using various sources of information we ensure maximum objectivity for all obtained data. As a result companies get a precise and unbiased impression of the market situation.
- The analyses, statistical reports and forecasts are only based on reliable sources including national and international statistical offices, industry and trade associations, business reports, business and company databases, journals, company registries and news portals.
- Our international employees research and filter all sources and translate relevant information into English. This ensures that the content of the original studies is correctly interpreted.
- yStats.com delivers all research results as PowerPoint files. All data can therefore be used directly for board presentations or be individually adapted.
- If required, yStats.com provides in-depth analysis for all research projects. Simply send us a request.


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  • 1. Central Europe B2C E-Commerce Report 2010April 2010 Provided by RESEARCH ON INTERNATIONAL MARKETS We deliver the facts – you make the decisions April 2010Publication Date April 2010Language EnglishFormat PDF & PowerPointNumber of Pages/Charts 104Covered Countries Germany, Austria, SwitzerlandPrice €2,450 (excl. VAT) yStats.com GmbH & Co. KG Phone: +49 (0)40 - 39 90 68 50 E-Mail: info@ystats.com Behringstr. 28a, 22765 Hamburg Fax: +49 (0)40 - 39 90 68 51 www.ystats.com Germany
  • 2. Central Europe B2C E-Commerce Report 2010Key Findings Covering Germany, Austria & Switzerland • Online sales of goods in Germany reached EUR 15 billion in 2009, growing by +15% vs. 2008. • The majority of online shoppers in Germany relies on offline payments like advance payment, invoices, and cash on delivery. • During the 12 months prior to November 2009, 15 million people had bought online from the category “Fashion and Shoes” in Germany. • Amazon.de, Neckermann and OTTO are among the leading B2C E-Commerce players in Austria. • Consumer electronics and media products were among the most successful product types in the Swiss B2C E-Commerce market in 2009.Company and Product Information About our Reports Market reports by yStats.com inform top managers about recent market trends and assist with strategic company decisions A list of advantages • yStats.com provides secondary market research: By using various sources of information we ensure maximum objectivity for all obtained data. As a result companies get a precise and unbiased impression of the market situation. • The analyses, statistical reports and forecasts are only based on reliable sources including national and international statistical offices, industry and trade associations, business reports, business and company databases, journals, company registries and news portals. • Our international employees research and filter all sources and translate relevant information into English. This ensures that the content of the original studies is correctly interpreted. • yStats.com delivers all research results as PowerPoint files. All data can therefore be used directly for board presentations or be individually adapted. • If required, yStats.com provides in-depth analysis for all research projects. Simply send us a request. About yStats.com • Founded in 2005, yStats.com is committed to research of objective, demand-based and up-to-date data on markets and competitors for top managers from various industries including retail, home shopping, e-commerce, telecommunications, logistics and energy. • Headquartered in Hamburg, Germany, the firm is a specialist for secondary research with a strong international focus. • Major clients include Otto Group, Wirecard, Credit Suisse, Deloitte, Red Bull, Beiersdorf and Deutsche Post. yStats.com GmbH & Co. KG Phone: +49 (0)40 - 39 90 68 50 E-Mail: info@ystats.com Behringstr. 28a, 22765 Hamburg Fax: +49 (0)40 - 39 90 68 51 www.ystats.com Germany
  • 3. Central Europe B2C E-Commerce Report 2010Table of Contents (1 of 4) - Germany 1. Trends 3. Shares • Germany vs. EU Broadband & Internet Usage • B2C E-Commerce Share on total Retail and Indicators, 2004-2008 Distance Selling in Germany, in %, 2003-2009 • Reasons for Internet Access in Germany, in % of • Share of Goods and Services on B2C E-Commerce Internet Users, 2009 Sales in Germany, in %, 2008-2009 • General Trends in B2C E-Commerce in Germany • B2C E-Commerce of Clothing and Fashion in Germany • Growth Potential of the various German Online Consumer Types, 2009 • Value and Number of Online Purchases and Average Spending per Online Purchase in Germany, 2007-2008 • Mobile Device Trends in Germany: Top Mobile Device Families, Top Smartphone Operating Systems • Mobile Device Trends in Germany: Mobile Content Usage 2. Sales 4. Products • B2C E-Commerce, Retail and Distance Selling • Product Category Ranking for E-Commerce by On- Sales in Germany, in EUR billion, 2003-2009 line Shoppers in Germany, in millions, April 2009 • B2C E-Commerce Sales (Goods only) in Germany, • Breakdown of B2C E-Commerce Sales and Sales in EUR billion, 2001-2009 Growth in Germany, by Non-Food Segments, • B2C E-Commerce Sales of Non-Food Products in in %, 2008-2009 Germany, in EUR billion, 2003-2009 • Top 5 Product Categories ordered Online, by Age • B2C E-Commerce and Travel Sales in selected Groups in Germany, in %, 2009 European Countries, including Germany, in EUR • Top 10 Online Products bought by Consumers in billion, 2014f Germany, in %, 2008 • B2C E-Commerce by Country in Europe, including • Top 10 Online Sales in Germany by Product Germany, in GBP billion, 2009 & 2010f Category, excl. Services, in EUR million, 2008 • Types of Goods and Services bought Online in Germany, compared to the EU27 Average, in %, Q2 2008 yStats.com GmbH & Co. KG Phone: +49 (0)40 - 39 90 68 50 E-Mail: info@ystats.com Behringstr. 28a, 22765 Hamburg Fax: +49 (0)40 - 39 90 68 51 www.ystats.com Germany
  • 4. Central Europe B2C E-Commerce Report 2010Table of Contents (2 of 4) - Germany (cont.) 5. Users / Shoppers 6. Players • Individuals in Europe using the Internet on • Leading B2C E-Commerce Players in Germany; average daily or almost every Day, including by Online Sales in EUR million, 2008 Germany, in %, Q1 2009 • Leading B2C E-Commerce Players in Germany; by • Development of Internet Users (millions) and its Unique Visitors and Audience Reach, February Percentage of Country Population in Germany, 2010 2001-2009 • Leading B2C E-Commerce Players in Germany; by • Forecast of Internet Users (millions) and its Number of Online Shoppers (million), April 2009 Percentage of Country Population in Germany, • Leading B2C E-Commerce Players in Germany; by 2008-2013f Number of Customers (million), 2008 • Internet Usage by Category and Gender in • Leading Shopping Clubs in Germany; by Sales in Germany, in %, 2008 EUR million, 2009 • Internet Usage by Category and Age Group in • Facts about Amazon.de Germany, in %, 2008 • Facts about Otto.de • Development of Internet Shoppers (millions) and • Facts about Neckermann.de their Percentage of Internet Users in Germany, in %, 2001-2009 • Facts about eBay.de • Number of Online Shoppers in selected European Countries including Germany, in millions, 2014f • Internet Shoppers in Europe by Gender, including Germany ranked by Total, in %, Q1 2009 • Internet Shoppers in Germany by Age Groups, compared to the EU27 Average, in %, 2008 • Share of Internet Shoppers in Germany, compared to the EU27 Average, in %, 2004, 2006, 2008 & 2009 • Average Expenditure (in EUR) and Purchasing Frequency of B2C E-Commerce Consumers in Germany, 2008-2009 • Percentage of Households in the EU with Internet Access / Broadband Connections, in %, Q1 2007- Q1 2009 • Total Broadband Subscribers in Germany, compared to USA and the OECD, 2003-June 2008 • Total Broadband Subscribers per 100 Inhabitants in Germany, compared to USA and the OECD Average,2003 -June 2008 • Broadband Subscribers in Germany, by Access Technology, compared to the OECD Average, in %, June 2008 • Daily Internet Access and Broadband Penetration in EU Comparison, 2008 yStats.com GmbH & Co. KG Phone: +49 (0)40 - 39 90 68 50 E-Mail: info@ystats.com Behringstr. 28a, 22765 Hamburg Fax: +49 (0)40 - 39 90 68 51 www.ystats.com Germany
  • 5. Central Europe B2C E-Commerce Report 2010Table of Contents (3 of 4) - Austria 1. Trends 5. Users / Shoppers (cont.) • General B2C E-Commerce Trends in Austria • Internet Users in Austria by Age and Gender, in %, • Proportion of Internet Users in CEE Countries 2003-2009 including Austria, as % of the Population, 2008 & • Internet Shoppers in Europe by Gender including 2009 Austria, ranked by total, in %, Q1 2009 • Households with Computer, Internet and • Internet Shoppers in Austria by Age Groups, Broadband in Austria; Persons with Computer and compared to the EU27 Average, in %, 2008 Internet in Austria, 2002-2009 • Internet Shoppers in Europe by Gender including • Reasons for People’s Internet Usage in Austria, by Austria, ranked by total, in %, Q1 2009 Age, in % of Internet Users, January-April 2009 • Internet Shoppers in Austria by Age Groups, • Broadband and Narrowband Penetration in Austria, compared to the EU27 Average, in %, 2008 by Region, in %, January 2009 • Number and Share of Online Shoppers in Austria, • Austria vs. EU Broadband & Internet Usage in % of Population, February-April 2009 Indicators, 2004-2008 • Internet Shoppers in Austria, compared to the EU27 Average, in %, 2004, 2006, 2008 & 2009 2. Sales • Internet Shoppers in Eastern European Countries, including Austria, in % of total Internet Users, • B2C E-Commerce, Retail and Distance Selling 2007-2008 Sales in Austria, in EUR billion, 2006-2008 • Internet Shoppers in Austria by Age Groups, compared to the EU27 Average, in %, 2008 3. Shares • Broadband Subscribers in Austria, compared to Germany, USA and the OECD, 2003-June 2008 • B2C E-Commerce Share of total Retail Sales in Austria, in %, 2006-2008 • Broadband Subscribers per 100 Inhabitants in Austria, comp. to Germany, USA and OECD 4. Products Average, 2003-June 2008 • Broadband Subscribers in Austria, by Access • Goods and Services purchased online in Austria, Technology, compared to the OECD Average in %, in %, February-April 2009 June 2008 • Types of Goods and Services bought online in • Share of Households with Broadband Internet Austria, compared to the EU27 Average, in %, Access in Austria, by Province, in %, 2009 Q2 2008 • Daily Internet Access and Broadband Penetration in Austria in EU Comparison, 2008 5. Users / Shoppers 6. Players • Individuals in Europe using the Internet on average daily or almost every Day including • Leading B2C E-Commerce Players in Austria; by Austria, in %, Q1 2009 Assortments • Development of Internet Users and its Percentage • Leading B2C E-Commerce Players in Austria; by of Country Population in Austria, 2000-2009 Unique Visitors and Audience Reach, February 2010 • Share of Households having a Computer in Austria, by Province, in %, 2009 • Facts about Ottoversand.at • Share of Households with Internet Access in • Facts about Neckermann.at Austria, by Province, in %, 2009 • Facts about Eduscho.at • Percentage of Households in the EU with Internet Access / Broadband Connections, including Austria, in %, Q1 2007-Q1 2009 yStats.com GmbH & Co. KG Phone: +49 (0)40 - 39 90 68 50 E-Mail: info@ystats.com Behringstr. 28a, 22765 Hamburg Fax: +49 (0)40 - 39 90 68 51 www.ystats.com Germany
  • 6. Central Europe B2C E-Commerce Report 2010Table of Contents (4 of 4) - Switzerland 1. Trends 5. Users / Shoppers • B2C E-Commerce Trends in Switzerland • Development of Internet Users (millions) and its Percentage of Country Population in Switzerland, 2000-2008 • Reasons for Internet Usage in Switzerland, in % of Population aged 15+, 2008 • Regular Use of the Internet by People aged 14 2. Sales and older in Switzerland, in %, April-September 2008 • Development of B2C E-Commerce, Retail and • Broadband Subscribers in Switzerland, compared Distance Selling Sales in Switzerland, 2006-2008 to Germany, USA and the OECD, 2003-June 2008 • B2C E-Commerce Sales by Country in Europe, • Broadband Subscribers per 100 Inhabitants in incl. Switzerland, in GBP billion, 2009 & 2010f Switzerland, compared to Germany, USA and the OECD Average, 2003-June 2008 • Broadband Subscribers by Access Technology in Switzerland, compared to the OECD Average, in %, June 2008 3. Shares • B2C E-Commerce Share of total Retail and Home- Shopping Sales in Switzerland, in %, 2008 6. Players • Leading B2C E-Commerce Players in Switzerland; by Assortments 4. Products • Leading B2C E-Commerce Players in Switzerland; by Unique Visitors and Audience Reach, February • Online Grocery Shopping, total and average 2010 Spending in Switzerland, 2008 • Facts about LeShop.ch yStats.com GmbH & Co. KG Phone: +49 (0)40 - 39 90 68 50 E-Mail: info@ystats.com Behringstr. 28a, 22765 Hamburg Fax: +49 (0)40 - 39 90 68 51 www.ystats.com Germany
  • 7. Central Europe B2C E-Commerce Report 2010Samples RESEARCH ON INTERNATIONAL MARKETS We deliver the facts – you make the decisions Trends Sales Shares Products Users / Shoppers Players The number of Internet users in Germany reached 44 millions in 2009, accounting for 67% of the total population. Development of Internet Users (millions) and its Percentage of Country Population in Germany, 2001-2009 80 80% 66% 67% 70 70% 63% 58% 60% 55% 60 54% 60% % of Country Population Internet Users (mil.) 44% 50 50% 39% 43 44 41 38 39 40 34 36 40% 28 30 25 30% 20 20% 10 10% 0 0% 2001 2002 2003 2004 2005 2006 2007 2008 2009 Number of Internet Users % of Country Population Definition: Occasional Internet Usage, Basis: Online Users 14+ Source: ARD/ZDF, May 2009 30 RESEARCH ON INTERNATIONAL MARKETS We deliver the facts – you make the decisions Trends Sales Shares Products Users / Shoppers Players Amazon was the leading B2C E-Commerce player in terms of unique monthly visitors in Austria (1.2 million in February 2010). Leading B2C E-Commerce Players in Austria; by Unique Visitors and Audience Reach, February 2010 Leading B2C E-Commerce Players Leading B2C E-Commerce Players by Unique Visitors by Audience Reach amazon.at 1200 amazon.at 20 ottoversand.at 420 otto.at 6,9 universal.at i l t 320 universal.at i l t 5,2 eduscho.at 290 eduscho.at 4,7 neckermann.at 240 neckermann.at 4 laredoute.at 64 laredoute.at 1 quelle.at 40 quelle.at 0,6 yves-rocher.at 18 yves-rocher.at 0,3 donauland.at 18 donauland.at 0,3 0 200 400 600 800 1000 1200 1400 0 5 10 15 20 25 in thousand in % Note: Unique visitors (users) and audience reach only include visitors from the corresponding country per month; Ranking based on company list of previous chart. Selected online players with high traffic may not be included. Source: Google 82 yStats.com GmbH & Co. KG Phone: +49 (0)40 - 39 90 68 50 E-Mail: info@ystats.com Behringstr. 28a, 22765 Hamburg Fax: +49 (0)40 - 39 90 68 51 www.ystats.com Germany
  • 8. Report Order Form REPORT ORDER FORMPlace Your Order as Follows: Call us at + 49 40 39 90 68 50 Fax us at + 49 40 39 90 68 51 using the form below: Scan and Email us at inquiry@ystats.com using the form below:I would like to order the following report(s):Report Title Publication Date Price (€)An invoice will be sent to your company. Please complete your contact details.Title: Mr/Mrs/Ms First NameLast NameJob TitleCompanyEmail AddressTelephone NumberFax NumberAddressCity State/ProvinceCountry Post Code/ZIPAll Forms must have a signature to confirm your order:Signature EU Companies must Purchase Order No Order Date supply VAT No (if required)Note: Reports are provided in electronic PDF form. yStats.com will contact you in the future to provide our free newsletter or other mailings. If youdo not wish to receive our newsletter or other mailings, you may advise us of this. Your contact information will not be sold to other organizations.yStats.com GmbH & Co. KG Behringstrasse 28a, 22765 Hamburg, GermanyPhone: +49 (0) 40 39 90 68 50 Fax: +49 (0) 40 39 90 68 51 Email: info@ystats.com Internet: www.ystats.com yStats.com GmbH & Co. KG Phone: +49 (0)40 - 39 90 68 50 E-Mail: info@ystats.com Behringstr. 28a, 22765 Hamburg Fax: +49 (0)40 - 39 90 68 51 www.ystats.com Germany