The findings, published by the European Commission to mark European Consumer Day yesterday, are the result of a survey of over 16,000 EU citizens carried out last autumn. They highlight a continuing lack of trust in the security of on-line processes among consumers.
The survey found distinct differences throughout the EU, with 36% of Danes and 37% of Swedes purchasing on-line, compared to only 3% of Greeks and 4% of Portuguese.
Age, income and education also created discrepancies, with only 6% of the over 55s and 25% of the 25-39 age group purchasing on-line. Eleven percent of the lowest income users made use of e-commerce as compared to 29% of the highest income users, while 5% of those with minimal education used e-commerce, as compared to 28% of those who received education at least until the age of 20.
Of those who had made an internet purchase, 48% were still concerned about security in making payment, while 38% were concerned about warranties of refunds from on-line sellers. Over a third worried about delivery issues, such as delay or damage to goods.
According to the survey, 57% of consumers preferred to use sites belonging to familiar off-line retailers, and would opt for a site in their own language. Ninety-six percent viewed the ability to get a refund as important, while 95% believed the ability to cancel an order was an important right in internet purchasing.
Of the 83% of EU consumers who have never bought on-line, 57% do not have access to the internet, 28% had no interest in purchasing on-line, while 25% did not trust the internet.
The poll supports the findings of a focus group study published by the Commission in January, in which consumers indicated that codes of conduct and/or trustmarks (accreditation of the site as trustworthy by an independent third party) may be an effective way of increasing their confidence in e-commerce.
Fifty percent of the consumers polled who were aware of trustmark schemes said they had greater confidence in trustmarked sites. Nonetheless, only 10% of consumers are currently familiar with the concept of trustmarks.
David Byrne, the European Commissioner for Health and Consumer Protection, said:
"Developing a thriving e-commerce sector is vital for the competitiveness of Europe's economy. We cannot do this unless European consumers are prepared to shop on-line. Consumer confidence has to be addressed.
"This poll shows that trustmarks, or independent verification of a site as trustworthy, may have an important role to play in supporting consumer protection legislation and increasing confidence in on-line shopping. I intend to present a policy document on online consumer confidence later this year which will help focus the work in front of us".
