Comscore has revealed that 47 million Germans had visited an online retailer’s site in October 2012 – 83% of the population. The study also revealed that their time spent on retail sites has increased 33% from the same period last year, to a 77 minutes average. The top destination for Germans is Amazon with almost 32 million unique visitors. Customers spent an average of 30 minutes on the giant’s retail websites but were closely followed by Otto, which saw a 94% increase in audience engagement from the same period last year.
Germans are also growing their shopping experience in the mobile channel. According to German W3B 40% of the population owns a smartphone and half of those consumers use mobile internet services daily. While reading the news or checking the weather remain the most popular activities performed by Germans on their smartphones shopping and purchase research is growing too. Over half of those owning a smartphone have used it to research a product, and 49.7% use their phones to compare prices.
However, this does not translate to mobile shopping yet. Germans prefer to research information about products on their phone and then take it to their desktop or actual store to complete the purchase. Only 9% purchase products directly via their phone. Despite slow adoption, mobile commerce shows great potential in the country.
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