2012 || Consumer Attitudes and Online Retail Dynamics in Italy || Market Insights

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2012 || Consumer Attitudes and Online Retail Dynamics in Italy || Market Insights Powered By Docstoc
					                 Consumer Attitudes and Online Retail Dynamics in Italy
London, October 2nd, 2012 – Eurostat states that almost 62% of the total number of households in Italy had access
to the internet, in 2011; however, this is lower than the EU average of 73% of the total number of households in
the EU27 countries during 2011. In the same year, total individual internet users in Italy were 34.3 million, with
internet penetration at 56.6% in the country, up from 22.5 million in 2006. According to the survey conducted by
the National Institute for Statistics (ISTAT), the major reason for low internet penetration was a lack of computer
skills among citizens. As per the same survey, 23.2% of households thought that the internet was not useful or not
interesting.

Cost expenditure was another factor, as 10.2% of the households surveyed considered the internet to be too
expensive, and another 8.2% stated that internet packages for mobile phones were also on the more expensive
side. Following the EU’s 2020 vision for a digital economy, the Italian government has launched the Digital Italy Plan
to boost the use of ICT by consumers and businesses, which includes a National Broadband Plan and the National
Plan for Next Generation Networks. During the review period, the number of internet users in Italy grew at a CAGR
of 8.84%.




Consumers in Italy have become cost-cautious and are looking for better deals, and retailers in the country have
also realized the importance of the channel and are expanding adding online websites to increase their consumer
base. According to the Netcomm e-commerce survey, 91% of shoppers appreciate the price advantage, 86% see it
as an easy way to acquire products, 81% appreciate the wide range of choice, and 79% enjoy the possibility to
make purchases at any time of day or night. The number of online shoppers is increasing, giving a boost to the
retail industry in the country, which is going through a tough time in the current economic scenario. Canadean
expects online retail sales in the country to touch EUR7.0 billion by 2016.
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Description: London, October 2nd, 2012 – Eurostat states that almost 62% of the total number of households in Italy had access to the internet, in 2011