Scandinavia B2C E-Commerce Report 2010

April 2010

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RESEARCH ON INTERNATIONAL MARKETS

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April 2010

Publication Date
April 2010
Language
English
Format
PDF & PowerPoint
Number of Pages/Charts
108
Covered Countries
Sweden, Norway, Finland, Denmark
Price
€2,450 (excl. VAT)

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Scandinavia B2C E-Commerce Report 2010

Key Findings
Covering Sweden, Norway, Finland & Denmark

• In terms of daily Internet usage, all Scandinavian countries showed a higher penetration than the EU27
average in Q1 2009.

• The number of Internet users in Sweden reached 7.3 million in 2009, accounting for 80% of the total
population (7.5 million / 82% in 2012).

• 86% of Norwegian households had access to the Internet and 78% had a broadband connection in the
second quarter of 2009.

• B2C E-Commerce accounted for almost 5% of total retail sales in Finland in 2009.

• 62% of Danish Internet shoppers bought “Tickets for Events” in the 12 months to April 2009, while 42%
ordered “Clothes and Sports Goods”.

Company and Product Information

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Scandinavia B2C E-Commerce Report 2010

Table of Contents (1 of 5) - Regional Overview

Scandinavia - Regional Overview

• Nordic B2C E-Commerce in the Economic Crisis • Frequency of Online Shopping among
Scandinavian Countries, 2008

• B2C E-Commerce Sales by Country in Europe,

incl. Scandinavian Countries, in GBP billion, • Broadband Subscribers in the OECD Area, incl.
2009 & 2010f Scandinavian Countries, incl. CAGR in %,
1997-June 2008

• Types of Goods and Services bought Online in

Europe, incl. Denmark, Sweden, Finland, in %, • Broadband Subscribers per 100 Inhabitants in
Q2 2008 the OECD Area, incl. Scandinavian Countries,
incl. CAGR in %, 1997-June 2008

• Internet Users in Europe (on average daily or

almost every Day Usage), incl. Scandinavian • Broadband Subscribers in the OECD Area, by
Countries, in %, Q1 2009 Access Technology, incl. Scandinavian Countries,
2006, 2007 & June 2008

• Households in the EU with Internet and

Broadband Access, incl. Scandinavian Countries, • Broadband Penetration and daily Internet Access:
in %, Q1 2007-Q1 2009 Sweden, Finland, Denmark vs. EU Comparison,
2008

• Internet Shoppers in Europe by Gender, incl.

Scandinavian Countries, ranked by Total, in %,
Q1 2009

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Scandinavia B2C E-Commerce Report 2010

Table of Contents (2 of 5) - Sweden

1. Trends 5. Users / Shoppers

• Internet Usage in Sweden: Broadband, Internet • Development of Internet Users (million) and its
Banking, Shopping Percentage of Country Population in Sweden,
• B2C E-Commerce in Sweden: Sales and Online 2007-2012f
Payments • Share and Number of Persons who use the
• B2C E-Commerce in Sweden: Purchased Goods Internet in Sweden, by Gender and Usage, 2009
• B2C E-Commerce in Sweden: Christmas Shopping • Share and Number of Persons who ordered
Season 2009 Goods/Services via the Internet in Sweden,
2009
• Broadband & Internet Usage Indicators: Sweden
vs. EU, 2004-2008 • Share and Number of Persons who have not
ordered Goods/Services over the Internet in
Sweden, 2009
• Internet Shoppers in Sweden by Age Groups,
2. Sales compared to the EU27 Average, in %, 2008
• Internet Shoppers in Sweden, compared to the
• Development of total Retail & Distance Selling EU27 Average, in %, 2004, 2006, 2008 & 2009
Sales in Sweden, in EUR billion, 2006-2008 • Share and Number of Persons in Sweden who
• B2C E-Commerce Sales in Sweden, in GBP billion, have Broadband Access at Home, 2009
2009-2010f
• B2C E-Commerce Sales (EUR billion) / Online
Shoppers (million) Forecast, Sweden vs. EU
Countries, 2014f

3. Shares

• B2C E-Commerce Share of total Retail Sales in 6. Players

Sweden, in %, 2009
• Leading B2C E-Commerce Players in Sweden; by
Assortments
• Leading B2C E-Commerce Players in Sweden; by
4. Products Unique Visitors and Audience Reach, February
2010
• Product Categories in Sweden by Gender, Number • Facts about Netonnet.se
and Share in %, April 2008-March 2009
• Facts about Cdon.se
• Types of Goods and Services bought online in
• Facts about Halens.se
Sweden, compared to the EU27 Average, in %,
Q2 2008

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Scandinavia B2C E-Commerce Report 2010

Table of Contents (3 of 5) - Norway

1. Trends 4. Products
• B2C E-Commerce Trends in Norway • Types of Goods/Services bought over the Internet
• ICT Usage in Norwegian Households, Q2 2009 by Gender and Age in Norway, Q2 2009
• Households in Norway with Access to different ICT
by Income, in NOK thousand, Q2 2009
• Purpose and Nature of Activities on the Internet in
Norway, by Gender, last three months to Q2 2009
• Purpose and Nature of Activities on the Internet in
Norway, by Age, last three months to Q2 2009
• Broadband & Internet Usage Indicators: Norway
vs. EU, 2004-2008
5. Users / Shoppers
• Growth in fixed Broadband Access in Norway, Q3
2009 • Development of Internet Users (million) and its
• Broadband Subscriptions in Norway by Market, Percentage of Country Population in Norway,
Q3 2002-Q3 2009 2007-2012f
• Persons in Norway who used the mobile Phone for • Internet and Broadband Access in Norway by
different Purposes, by Gender and Age, in %, various Categories, in %, Q2 2009
Q2 2008 • Frequency of Internet Usage in Norway by Gender,
Age and Employment, Q2 2009
• Location of Internet Usage in Norway by Gender,
Age and Employment, Q2 2009
2. Sales

• Development of total Retail and Distance Selling

Sales in Norway, in EUR billion, 2006-2008
• B2C E-Commerce Sales in Norway, in GBP billion,
2009-2010f

6. Players

3. Shares • Leading B2C E-Commerce Players in Norway; by

Assortments
• B2C E-Commerce Share of total Retail Sales in • Leading B2C E-Commerce Players in Norway; by
Norway, in %, 2009 Unique Visitors and Audience Reach, February
2010
• Internet Share of total Distance Selling Orders in
Norway, in %, 2002-2008 • Facts about Komplett.no

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Scandinavia B2C E-Commerce Report 2010

Table of Contents (4 of 5) - Finland

1. Trends 4. Products
• Broadband & Internet Usage Indicators: Finland • Types of Goods and Services bought online in
vs. EU, 2004-2008 Finland, compared to the EU27 Average, in %,
• Mobile Internet Users in Finland, in million, incl. Q2 2008
Share of total Users, in %, 2004-2008 • Online Shopping by Product Category, in % of all
• Mobile Content Services Market in Finland: Buyers, Spring 2008
Overview
• Mobile Content Services Market in Finland:
Revenue, in EUR million, incl. Growth in %,
2004-2014f
• Mobile Content Services Market in Finland: Mobile
Browsing
5. Users / Shoppers
• Mobile Content Services Market Revenue by
Services in Finland, in EUR million, 2004-2014f • Development of Internet Users (million) and its
• Mobile TV in Finland Percentage of Country Population in Finland,
2007-2012f
• Internet Shoppers in Finland by Age Groups,
compared to the EU27 Average, in %, 2008
• Internet Shoppers during the past three Months
in Finland, in % of the Population aged 16-74
years, 2001-2008
2. Sales
• Development of Internet Shoppers in Finland,
comp. to the EU27 Average, in %, 2004, 2006,
• Development of total Retail and Distance Selling 2008 & 2009
Sales in Finland, in EUR billion, 2007-2008
• B2C E-Commerce Sales in Finland, in GBP billion,
2009-2010f

6. Players

• Leading B2C E-Commerce Players in Finland

• Leading B2C E-Commerce Players in Finland; by
3. Shares Unique Visitors and Audience Reach, February
2010
• B2C E-Commerce Share of total Retail Sales in • News about Fruugo.fi
Finland, in %, 2009

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Scandinavia B2C E-Commerce Report 2010

Table of Contents (5 of 5) - Denmark

1. Trends
• Broadband & Internet Usage Indicators: Denmark • B2C E-Commerce by Product and Region, in % of
vs. EU, 2004-2008
• B2C E-Commerce in Denmark: General Trends
• B2C E-Commerce in Denmark: Cross-Border
4. Products
Internet Shoppers, April 2009
• Types of Goods and Services bought online in
Denmark, compared to the EU27 Average, in %,
Q2 2008
• Use of the Internet by Households in Denmark, by
Product and Region, in % of Shoppers, April 2009
• Use of the Internet by Households in Denmark, by
Product and Age, in % of Shoppers, April 2009
• Use of the Internet by Households in Denmark, by
Product and Gender, in % of Shoppers, April 2009

2. Sales 5. Users / Shoppers

• Development of total Retail and Distance Selling • Development of Internet Users (million) and its
Sales in Denmark, in EUR billion, 2006-2008 Percentage of Country Population in Denmark,
2007-2012f
• B2C E-Commerce Sales in Denmark, in GBP billion,
2009-2010f • Internet Shoppers in Denmark by Age Groups,
compared to the EU27 Average, in %, 2008
• Internet Shoppers in Denmark, compared to the
EU27 Average, in %, 2004, 2006, 2008 & 2009

3. Shares 6. Players

• B2C E-Commerce Share of total Retail Sales in • Leading B2C E-Commerce Players in Denmark: by
Denmark, in %, 2009 Assortments
• Leading B2C E-Commerce Players in Denmark; by
Unique Visitors and Audience Reach, February
2010
• News about Expedia.dk
• News about Superbest.dk

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Scandinavia B2C E-Commerce Report 2010

Samples
RESEARCH ON INTERNATIONAL MARKETS
We deliver the facts – you make the decisions

In terms of daily Internet usage, all Scandinavian countries showed a

higher penetration than the EU27 average (48%) in Q1 2009.
Internet Users in Europe (daily or almost every Day Usage), incl. Scandinavian Countries, in %, Q1 2009
Aged 16-24 Aged 16-74
Norway 89 76
Netherlands 90 73
Sweden 87 73
Denmark 88 72
Finland 87 68
UK 83 60
Belgium 77 56
Germany 80 55
France 69 50
Slovakia 78 49
Austria 70 48
EU27 A
Average 73 48
Slovenia 82 47
Hungary 74 46
Italy 70 40
Poland 77 39
Spain 68 39
Croatia 73 37
Czech Republic 62 34
Portugal 71 33

Note: The survey covered households containing at least one person aged 16-74, and individuals aged 16-74. The main reference period was the first quarter of 2009.Households were asked about internet access by any member of the household at home. Individuals were asked about frequency of internet use and about activities they had carried out on the internet in
the last three months prior to the survey, or in the last twelve months for e-commerce activities, at home or at any other location.
Source: Eurostat, December 2009

13

RESEARCH ON INTERNATIONAL MARKETS

We deliver the facts – you make the decisions

Trends Sales Shares Products Users / Shoppers Players

The number of Internet users reached 4.4 mil. in 2009, accounting for
80% of the total population in Denmark.
Development of Internet Users (million) and its Percentage of Country Population in Denmark, 2007-2012f

12 100%
82% 84% 84%
78% 80%
10 75%
80%
Number of Internet Users (million)

Perc entage of Country Population

8
60%

4,4 4,5 4,6 4,6

4,1 4,3 40%
4

20%
2

0 0%
2007 2008 2009 2010 2011 2012

Number of Internet Users Percentage of Country Population

Note: includes home Internet usage

Source: eMarketer

101

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