It is important for an e-retailer to recognise the differences between on- and offline
target markets. Additionally, it should analyse and understand the differences in con-
sumer behaviour between these two channels. Knowledge of who the customers are can
give the e-retailer the opportunity to begin to analyse their needs (in an e-retailing con-
text) and then to formulate a plan as to how the company might serve the online
customers. Table 10.3 shows the potential impact of some consumer profile variables in
online markets. As in offline markets there is a wide range of profile variables that can be
used to identify and eventually segment online consumer markets.ONLINE CUSTOMERSTable 10.2Internet Usage in the EUCountry Population Internet users, Penetration Usage % User growth
(2005 est.) latest data (% population) in EU (2000–2005)
Austria 8,163,782 4,650,000 57.0 % 2.0 % 121.4 %
Belgium 10,443,012 5,100,000 48.8 % 2.2 % 155.0 %
Cyprus 950,947 298,000 31.3 % 0.1 % 148.3 %
Czech Republic 10,230,271 4,800,000 46.9 % 2.1 % 380.0 %
Denmark 5,411,596 3,762,500 69.5 % 1.7 % 92.9 %
Estonia 1,344,840 670,000 49.8 % 0.3 % 82.8 %
Finland 5,246,920 3,286,000 62.6 % 1.4 % 70.5 %
France 60,619,718 25,614,899 42.3 % 11.3 % 201.4 %
Germany 82.726,188 47,127,725 57.0 % 20.8 % 96.4 %
Greece 11,212,468 3,800,000 33.9 % 1.7 % 280.0 %
Hungary 10,083,477 3,050,000 30.2 % 1.3 % 326.6 %
Ireland 4,027,303 2,060,000 51.2 % 0.9 % 162.8 %
Italy 58,608,565 28,870,000 49.3 % 12.7 % 118.7 %
Latvia 2,306,489 810,000 35.1 % 0.4 % 440.0 %
Lithuania 3,430,836 968,000 28.2 % 0.4 % 330.2 %
Luxembourg 455,581 270,800 59.4 % 0.1 % 170.8 %
Malta 384,594 301,000 78.3 % 0.1 % 652.5 %
Netherlands 16,322,583 10,806,328 66.2 % 4.8 % 177.1 %
Poland 38,133,691 10,600,000 27.8 % 4.7 % 278.6 %
Portugal 10,463,170 6,090,000 58.2 % 2.7 % 143.6 %
Slovakia 5,379,455 2,276,000 42.3 % 1.0 % 250.2 %
Slovenia 1,956,916 950,000 48.5 % 0.4 % 216.7 %
Spain 43,435,136 16,129,731 37.1 % 7.1 % 199.4 %
Sweden 9,043,990 6,800,000 75.2 % 3.0 % 68.0 %
United Kingdom 59,889,407 37,800,000 63.1 % 16.7 % 145.5 %
European Union 460,270,935 226,890,983 49.3 % 100.0 % 143.5 %
Notes: (1) The EU Internet statistics were updated on November 21, 2005. (2) Detailed data for individual countries can be found by clicking
on each country name. (3) The demographic (population) numbers are based on data contained in world-gazetteer.com. (4) The usage num-
bers come from various sources, mainly from data published by Nielsen//NetRatings, ITU, C-I-A, local NICs and private sources. (5) Data
may be cited, giving due credit and establishing an active link to Internet World Stats. (6) For definitions, see the site surfing guide.
©Copyright 2005, Miniwatts International, Ltd. All rights reserved.
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