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UK, US and German consumers spend most online annually per person worldwide

Tuesday January 19th 2016

UK, US and German consumers spend the highest amount per person online worldwide, according to new research.

The study by Internet World Germany has revealed that British shoppers spend an average of £1,050 online each year, followed closely by shoppers in the US with £1,001. Meanwhile, German consumers spend an average of £915 online per year.

According to the research, seven out of ten consumers aged over 14 in Germany actively purchase goods via the internet, while the country’s total ecommerce turnover amounted to €41.7 billion in 2015, up from €37.1 billion in the previous year.

Internet World Germany’s study found that the top ten online retailers currently generate more than a third of total ecommerce sales in the country. Amazon’s latest turnover figure of over €6.5 billion made it the most popular online shop in the country, while fashion retailers Otto and Zalando recorded sales of almost €2 billion and €872 million respectively.

“The average ecommerce spend per head spend in Germany is not far off UK and US levels,” said Saskia Müller, head of Internet World Germany. "With domestic and international online brands continuing to understand what’s important to German consumers and adding value to their services, there’s a lot of room for growth in an already mature market.”

Ecommerce accounts for 15.3% of total retail sales in Germany, excluding food, according to the data gathered. Technology is the top performing sector with 20.9% of total sales. Sport and leisure sees 20.2%, while fashion takes 18.9% of spend.

Almost two thirds of German consumers aged 60 and over were found to purchase products online, compared to 58% of teens aged 14 to 19. The most prolific online spenders in Germany were shown to be 30 to 39 year olds, with 80% identifying as online shoppers.