scandinavia b2c e-commerce report 2010 by ystats.com

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Publication Date April 2010

Language English

Format PDF & PowerPoint

Number of Pages/Charts 108

Covered Countries Sweden, Norway, Finland, Denmark

Price €2,450(excl.VAT)

Scandinavia B2C E-Commerce Report 2010 April 2010

RESEARCH ON INTERNATIONAL MARKETS

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We deliver the facts – you make the decisionsRESEARCH ON INTERNATIONAL MARKETS

April 2010


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Scandinavia B2C E-Commerce Report 2010

Key Findings

Company and Product Information

Covering Sweden, Norway, Finland & Denmark

• In terms of daily Internet usage, all Scandinavian countries showed a higher penetration than the EU27 average in Q1 2009.

• ThenumberofInternetusersinSweden reached 7.3 million in 2009, accounting for 80% of the total population (7.5 million / 82% in 2012).

• 86% of Norwegian households had access to the Internet and 78% had a broadband connection in the second quarter of 2009.

• B2C E-Commerce accounted for almost 5% of total retail sales in Finland in 2009.

• 62% of DanishInternetshoppersbought“TicketsforEvents”inthe12monthstoApril2009,while42% ordered“ClothesandSportsGoods”.

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• Frequency of Online Shopping among Scandinavian Countries, 2008

• Broadband Subscribers in the OECD Area, incl. Scandinavian Countries, incl. CAGR in %, 1997-June 2008

• Broadband Subscribers per 100 Inhabitants in the OECD Area, incl. Scandinavian Countries, incl. CAGR in %, 1997-June 2008

• Broadband Subscribers in the OECD Area, by AccessTechnology,incl.ScandinavianCountries, 2006, 2007 & June 2008

• Broadband Penetration and daily Internet Access: Sweden, Finland, Denmark vs. EU Comparison, 2008

Scandinavia - Regional Overview

• Nordic B2C E-Commerce in the Economic Crisis

• B2C E-Commerce Sales by Country in Europe, incl. Scandinavian Countries, in GBP billion, 2009 & 2010f

• TypesofGoodsandServicesboughtOnlinein Europe, incl. Denmark, Sweden, Finland, in %, Q2 2008

• Internet Users in Europe (on average daily or almost every Day Usage), incl. Scandinavian Countries, in %, Q1 2009

• Households in the EU with Internet and Broadband Access, incl. Scandinavian Countries, in %, Q1 2007-Q1 2009

• Internet Shoppers in Europe by Gender, incl. ScandinavianCountries,rankedbyTotal,in%, Q1 2009

Table of Contents (1 of 5) - Regional Overview


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3. Shares

• B2C E-Commerce Share of total Retail Sales in Sweden, in %, 2009

4. Products

• Product Categories in Sweden by Gender, Number and Share in %, April 2008-March 2009• TypesofGoodsandServicesboughtonlinein Sweden, compared to the EU27 Average, in %, Q2 2008

5. Users / Shoppers

• Development of Internet Users (million) and its Percentage of Country Population in Sweden, 2007-2012f• Share and Number of Persons who use the Internet in Sweden, by Gender and Usage, 2009• Share and Number of Persons who ordered Goods/Services via the Internet in Sweden, 2009• Share and Number of Persons who have not ordered Goods/Services over the Internet in Sweden, 2009• Internet Shoppers in Sweden by Age Groups, compared to the EU27 Average, in %, 2008• Internet Shoppers in Sweden, compared to the EU27 Average, in %, 2004, 2006, 2008 & 2009• Share and Number of Persons in Sweden who have Broadband Access at Home, 2009

6. Players

• Leading B2C E-Commerce Players in Sweden; by Assortments• Leading B2C E-Commerce Players in Sweden; by UniqueVisitorsandAudienceReach,February 2010• Facts about Netonnet.se• Facts about Cdon.se• Facts about Halens.se

1. Trends

• Internet Usage in Sweden: Broadband, Internet Banking, Shopping• B2C E-Commerce in Sweden: Sales and Online Payments• B2C E-Commerce in Sweden: Purchased Goods• B2C E-Commerce in Sweden: Christmas Shopping Season 2009• Broadband & Internet Usage Indicators: Sweden vs. EU, 2004-2008

2. Sales

• Development of total Retail & Distance Selling Sales in Sweden, in EUR billion, 2006-2008• B2C E-Commerce Sales in Sweden, in GBP billion, 2009-2010f• B2C E-Commerce Sales (EUR billion) / Online Shoppers (million) Forecast, Sweden vs. EU Countries, 2014f

Table of Contents (2 of 5) - Sweden


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3. Shares

• B2C E-Commerce Share of total Retail Sales in Norway, in %, 2009• Internet Share of total Distance Selling Orders in Norway, in %, 2002-2008

4. Products

• TypesofGoods/ServicesboughtovertheInternet by Gender and Age in Norway, Q2 2009

5. Users / Shoppers

• Development of Internet Users (million) and its Percentage of Country Population in Norway, 2007-2012f• Internet and Broadband Access in Norway by various Categories, in %, Q2 2009• Frequency of Internet Usage in Norway by Gender, Age and Employment, Q2 2009• Location of Internet Usage in Norway by Gender, Age and Employment, Q2 2009

6. Players

• Leading B2C E-Commerce Players in Norway; by Assortments• Leading B2C E-Commerce Players in Norway; by UniqueVisitorsandAudienceReach,February 2010• Facts about Komplett.no

1. Trends

• B2CE-CommerceTrendsinNorway• ICTUsageinNorwegianHouseholds,Q22009• HouseholdsinNorwaywithAccesstodifferentICT by Income, in NOK thousand, Q2 2009• Purpose and Nature of Activities on the Internet in Norway, by Gender, last three months to Q2 2009• Purpose and Nature of Activities on the Internet in Norway, by Age, last three months to Q2 2009• Broadband & Internet Usage Indicators: Norway vs. EU, 2004-2008• GrowthinfixedBroadbandAccessinNorway,Q3 2009• Broadband Subscriptions in Norway by Market, Q3 2002-Q3 2009• Persons in Norway who used the mobile Phone for different Purposes, by Gender and Age, in %, Q2 2008

2. Sales

• Development of total Retail and Distance Selling Sales in Norway, in EUR billion, 2006-2008• B2C E-Commerce Sales in Norway, in GBP billion, 2009-2010f

Table of Contents (3 of 5) - Norway


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3. Shares

• B2C E-Commerce Share of total Retail Sales in Finland, in %, 2009

4. Products

• TypesofGoodsandServicesboughtonlinein Finland, compared to the EU27 Average, in %, Q2 2008• Online Shopping by Product Category, in % of all Buyers, Spring 2008

5. Users / Shoppers

• Development of Internet Users (million) and its Percentage of Country Population in Finland, 2007-2012f• Internet Shoppers in Finland by Age Groups, compared to the EU27 Average, in %, 2008• Internet Shoppers during the past three Months in Finland, in % of the Population aged 16-74 years, 2001-2008• Development of Internet Shoppers in Finland, comp. to the EU27 Average, in %, 2004, 2006, 2008 & 2009

6. Players

• Leading B2C E-Commerce Players in Finland• Leading B2C E-Commerce Players in Finland; by UniqueVisitorsandAudienceReach,February 2010• NewsaboutFruugo.fi

1. Trends

• Broadband & Internet Usage Indicators: Finland vs. EU, 2004-2008• Mobile Internet Users in Finland, in million, incl. Share of total Users, in %, 2004-2008• Mobile Content Services Market in Finland: Overview• Mobile Content Services Market in Finland: Revenue, in EUR million, incl. Growth in %, 2004-2014f• Mobile Content Services Market in Finland: Mobile Browsing • Mobile Content Services Market Revenue by Services in Finland, in EUR million, 2004-2014f• MobileTVinFinland

2. Sales

• Development of total Retail and Distance Selling Sales in Finland, in EUR billion, 2007-2008• B2C E-Commerce Sales in Finland, in GBP billion, 2009-2010f

Table of Contents (4 of 5) - Finland


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3. Shares

• B2C E-Commerce Share of total Retail Sales in Denmark, in %, 2009

4. Products

• B2C E-Commerce by Product and Region, in % of Internet Shoppers, April 2009• TypesofGoodsandServicesboughtonlinein Denmark, compared to the EU27 Average, in %, Q2 2008• Use of the Internet by Households in Denmark, by Product and Region, in % of Shoppers, April 2009• Use of the Internet by Households in Denmark, by Product and Age, in % of Shoppers, April 2009• Use of the Internet by Households in Denmark, by Product and Gender, in % of Shoppers, April 2009

5. Users / Shoppers

• Development of Internet Users (million) and its Percentage of Country Population in Denmark, 2007-2012f• Internet Shoppers in Denmark by Age Groups, compared to the EU27 Average, in %, 2008• Internet Shoppers in Denmark, compared to the EU27 Average, in %, 2004, 2006, 2008 & 2009

6. Players

• Leading B2C E-Commerce Players in Denmark: by Assortments• Leading B2C E-Commerce Players in Denmark; by UniqueVisitorsandAudienceReach,February 2010• News about Expedia.dk• News about Superbest.dk

1. Trends

• Broadband & Internet Usage Indicators: Denmark vs. EU, 2004-2008• B2CE-CommerceinDenmark:GeneralTrends• B2C E-Commerce in Denmark: Cross-Border

2. Sales

• Development of total Retail and Distance Selling Sales in Denmark, in EUR billion, 2006-2008• B2C E-Commerce Sales in Denmark, in GBP billion, 2009-2010f

Table of Contents (5 of 5) - Denmark


Trends Sales Users / ShoppersProductsShares Players

The number of Internet users reached 4.4 mil. in 2009, accounting for 80% of the total population in Denmark.

Trends Sales Users / ShoppersProductsShares Players

84%84%12 100%

Development of Internet Users (million) and its Percentage of Country Population in Denmark, 2007-2012f

84%84%82%80%78%

75%

8

10

(milli

on)

80%

pula

tion

4,4 4,5 4,6 4,64,1 4,3

4

6

ber o

f Int

erne

t Use

rs

40%

60%

enta

ge o

f Cou

ntry

Pop

2

4

Num

b

20%

Perc

e

02007 2008 2009 2010 2011 2012

0%

Number of Internet Users Percentage of Country Population

101

Note: includes home Internet usage

Source: eMarketer


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Samples


In terms of daily Internet usage, all Scandinavian countries showed a higher penetration than the EU27 average (48%) in Q1 2009.Internet Users in Europe (daily or almost every Day Usage), incl. Scandinavian Countries, in %, Q1 2009

Aged 16-24 Aged 16-74

Norway 89 76Netherlands 90 73Netherlands 90 73Sweden 87 73Denmark 88 72Finland 87 68UK 83 60Belgium 77 56Belgium 77 56Germany 80 55France 69 50Slovakia 78 49Austria 70 48EU27 A 73 48EU27 Average 73 48Slovenia 82 47Hungary 74 46Italy 70 40Poland 77 39Spain 68 39Croatia 73 37Czech Republic 62 34Portugal 71 33

13

Note: The survey covered households containing at least one person aged 16-74, and individuals aged 16-74. The main reference period was the first quarter of 2009.Households were asked about internet access by any member of the household at home. Individuals were asked about frequency of internet use and about activities they had carried out on the internet inthe last three months prior to the survey, or in the last twelve months for e-commerce activities, at home or at any other location.

Source: Eurostat, December 2009


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