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 Online shopping study: When consumers shop online
Retail | 07.06.2017

Germany likes to shop on Saturdays and in the evenings

A Study on Online Shopping Determines when German Consumers Shop Online

Online shopping study: When consumers shop online. Online shopping is particularly popular at the weekend. (Quelle: bevh/Boniversum)
Online shopping is particularly popular at the weekend.
Bild: bevh/Boniversum
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Online shopping in Germany: Saturday is the preferred day for shopping amongst German consumers. That was determined by a consumer survey of the German Federal Association of E-Commerce and Mail Order Purchase (bevh) and Creditreform Boniversum GmbH. However, more than half of the 1000 people questioned indicated that they have neither a preferred time of day nor day of the week for online shopping.

Are you already familiar with the study “Blackbox Online Shopping – E-Commerce Industry Report Sports & Outdoor”? Snap up some exclusive insider knowledge! >>>

Germans have long since been accustomed to shopping online: 9 out of 10 people shop online and from mail order businesses. In 2016, EUR 72.4 million worth of goods was ordered. E-Commerce is booming – particularly in the clothing sector (EUR 11.2 mil)

Weekends are for internet shopping

So when does Germany prefer to shop? Among those who stated a preferred day in the bevh survey, Saturday ranked first (30%) – more than Monday, Tuesday and Wednesday together.

Only medication and food are often ordered in the morning. (Quelle: bevh/Boniversum)
Only medication and food are often ordered in the morning.
Bild: bevh/Boniversum

For those interested in the sports business sector (clothing, footwear), Saturday is particularly popular (34%). This is followed by Friday (20%) and Sunday (14%). Online shoppers show little interest in Monday to Thursday (in total only 32%).

Preferred weekdays for separate areas of online shopping in Germany. (Quelle: bevh/Boniversum)
Preferred weekdays for separate areas of online shopping in Germany.
Bild: bevh/Boniversum

In terms of time of day, 61% stated they prefer to do online shopping in the evenings, between 6pm and midnight. In the clothing and footwear sector that number is 63%.

Online shopping in Germany is “un-ritualistic”

“The number of consumers who shop at completely different
times of day (56%) and on different days of the week (80%) shows that digital purchase is no longer a case of ritual. Personal time frames and necessities determine online shopping and not the opening times of traditional shopping facilities”. So reads a conclusion of the bevh study.

ISPO offers a detailed study on the shopping habits of consumers in sport and outdoor business. You can find more information here. >>>

Video: The future of sports retail?

ISPO (Quelle: ISPO)
Article by ISPO.com, editorial staff
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