The internet penetration rate in Europe rose from 43% in the final quarter of 2001 to 46% in the second quarter this year. However, although the number of new internet users appears to be dwindling, the total number of regular online shoppers in Europe increased by 22% from the fourth quarter last year to the second quarter of 2002. It is now estimated that 17% of all Europeans regularly make purchases over the web.
Despite these encouraging signs, many net users are still reluctant to shop online. A separate study by Forrester found that 22% of online Europeans research products on the web only to subsequently buy them offline. This stems from the need to see or touch products prior to purchase or reflects concern over shipping costs and credit card fraud.
