The Allensbach Institute released a few days ago their ACTA Study 2009 (PDF in German) on online user behaviour. While e-commerce first time users have reached their zenith and is now tending to stagnate, the Exciting Commerce market is picking up speed. The potential lies now at around 27% of the population.
After the number of frequent order customers first broke the 10% mark in 2007 (GE/EN), the percentage of Germans who order online on average at least every 4 or 5 weeks rose in the last year from 11% to 13%:
In total, nowadays 27% (last year: 25%) of Germans buy at least 5 time per year online. This ratio has practically doubled in the last 5 years.
The ACTA Study does not make any statements about the causes of this trend. Besides the generally growing acceptance of the Internet, it could be that besides classical online catalogs, online shoppers find private shopping clubs such as Brands4Friends or Vente-Privée or live shopping sites like iBOOD more attractive for repeated purchases.
Besides the bvh figures, the ACTA Study has proven itself in the last years to be the most reliable source of information for following and sorting out developments in the online e-commerce market. Exciting Commerce therefore consciously relies at the moment only on these two studies.
Originally posted in German by Jochen Krisch, adapted for excitingcommerce.com by Jason Soo.
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