European consumers are slowly wiseing up to the Web but security is still a major concern.
According to the Internettrak survey from KPMG, Dell and Intel, as the Web becomes a mass market medium in Europe the new breed of users see it as an entertainment, content and services channel rather than as a technology or communications platform.
Because of this view Web users are becoming more demanding, wanting the online experience to be as safe and enjoyable as the offline world.
Respondents were asked what would make start shopping online or to spend more money on the Web. The largest request was to make it easier to return products. More than 40 per cent said they would like more pictures of the products for sale and 21 per cent want more product information online.
Security is still a major concern with 58 per cent saying that they would spend more online if transactions were guaranteed by a major financial institution. Slightly less at 56 per cent, requested the transaction be guaranteed by the merchant.
The general order process is preventing some Web users from becoming online consumers, 39 per cent want it to be improved, while 43 per cent were fed up with having to repeatedly type the same personal data to complete a transaction.
The most popular products bought over the Web are still books at 10 per cent, but consumers are booking more travel online with leisure travel at seven per cent and business travel at two per cent.
Shirley Brown, consultant at KPMG’s information, communications and entertainment practise said book sales online will continue to rise and will soon overtake sales in high street shops.
The survey shows there is still a lack of sites offering consumer electronics, flowers, video films and sport and leisure as they all measured only one per cent each.
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