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Eeurope Report April 2001 The eEurope ReportTM April 2001 www.emarketer.com The eEurope Report Table of Contents 3 Methodology: The eMarketer Difference 9 I Economy, Infrastructure and Users 11 A. Population and Economy 12 B. Technology Infrastructure 18 C. Internet Users 40 II eCommerce 45 A. Overview 46 B. B2C eCommerce 54 C. B2B eCommerce 72 D. eCommerce Barriers and Drivers 75 III eAdvertising 93 A. Overview 94 B. Advertising Spending by Country 96 IV eFinance 97 A. eBanking 98 B. eInvesting 103 C. IT Spending 104 D. Expectations: Supply-Side Vs. Buy-Side 108 V eWireless 111 A. Overview 112 B. Technology Infrastructure 113 C. Mobile Internet Users and Usage 135 D. mCommerce 141 E. mFinance 144 F.mAdvertising 147 VI Denmark 151 A. Overview 152 B. Internet Users 153 C. eDemographics 154 D. B2C eCommerce 159 E. B2B eCommerce 161 F.eWireless 163 3 ©2001 eMarketer, Inc. Reproduction of information sourced as eMarketer is prohibited without prior, written permission. Note: all data in this report (other than that sourced as eMarketer) was obtained from published, publicly available information. The eEurope Report VII Finland 165 A. Overview 166 B. Internet Users 167 C. eDemographics 168 D. B2C eCommerce 173 E. B2B eCommerce 175 F.eWireless 176 VIII France 179 A. Overview 180 B. Internet Users 181 C. eDemographics 183 D. B2C eCommerce 191 E. B2B eCommerce 195 F.eAdvertising 197 G. eFinance 198 H. eWireless 199 IX Germany 205 A. Overview 206 B. Internet Users 207 C. eDemographics 209 D. B2C eCommerce 220 E. B2B eCommerce 227 F.eAdvertising 228 G. eFinance 229 H. eWireless 231 X Italy 235 A. Overview 236 B. Internet Users 237 C. eDemographics 239 D. B2C eCommerce 245 E. B2B eCommerce 248 F.eFinance 250 4 ©2001 eMarketer, Inc. Reproduction of information sourced as eMarketer is prohibited without prior, written permission. Note: all data in this report (other than that sourced as eMarketer) was obtained from published, publicly available information. The eEurope Report G. eWireless 252 XI The Netherlands 255 A. Overview 256 B. Internet Users 257 C. eDemographics 259 D. B2C eCommerce 263 E. B2B eCommerce 265 F.eFinance 266 G. eWireless 267 XII Norway 269 A. Overview 270 B. Internet Users 271 C. eDemographics 273 D. B2C eCommerce 276 E. B2B eCommerce 277 F.eWireless 278 XIII Poland 279 A. Overview 280 B. Internet Users 281 C. eDemographics 282 D. B2C eCommerce 289 E. B2B eCommerce 290 F.eWireless 291 XIV Russia 295 A. Overview 296 B. Internet Users 297 C. eDemographics 299 D. B2C eCommerce 301 E. B2B eCommerce 305 F.eWireless 306 XV Spain 309 A. Overview 310 5 ©2001 eMarketer, Inc. Reproduction of information sourced as eMarketer is prohibited without prior, written permission. Note: all data in this report (other than that sourced as eMarketer) was obtained from published, publicly available information. The eEurope Report B. Internet Users 311 C. eDemographics 312 D. B2C eCommerce 319 E. B2B eCommerce 321 F.eFinance 322 G. eWireless 324 XVI Sweden 327 A. Overview 328 B. Internet Users 329 C. eDemographics 330 D. B2C eCommerce 332 E. B2B eCommerce 334 F.eFinance 335 G. eWireless 336 XVII United Kingdom 341 A. Overview 342 B. Internet Users 343 C. eDemographics 345 D. B2C eCommerce 353 E. B2B eCommerce 357 F.eFinance 358 G. eAdvertising 361 H. eWireless 363 Index of Charts 367 6 ©2001 eMarketer, Inc. Reproduction of information sourced as eMarketer is prohibited without prior, written permission. Note: all data in this report (other than that sourced as eMarketer) was obtained from published, publicly available information. The eEurope Report April 2001 Welcome to eMarketer Dear Reader: Nevin Cohen eMarketer’s March 2001 eEurope Report™ offers the most comprehensive and accurate picture Senior Analyst, Europe [email protected] available of the internet and e-commerce development in this exciting region of the globe. Prepared by our eEurope analyst Nevin Cohen, along with the eMarketer analyst and research team, eMarketer, inc. this report is a valuable reference tool for tracking the internet market in Western and Eastern Europe. 821 Broadway New York, NY 10003 It provides critical data and insights to develop business and marketing plans, create presentations, T: 212.677.6300 answer vital, “need-to-know-now” questions and make informed decisions about online ventures. F: 212.777.1172 Presenting statistical information from a wide range of authoritative research sources, the eEurope Report™ provides quick answers to hundreds of questions, such as: I How many people will be using the internet in Europe? I What are their preferred online activities? I Which country has the highest internet penetration rate? I How fast is e-commerce growing in France? In Germany? In Russia? I How many people subscribe to wireless services and what is the future of the wireless internet in Europe? I What are the major trends in the online advertising market? If you have any questions or comments concerning eMarketer or any of the material in this report, please call, fax or e-mail us. Nevin Cohen eEurope Analyst Learn more about eEurope at www.eMarketer.com and receive a free weekly e-mail newsletter with the latest news, research and analysis. Written by Nevin Cohen Also contributing to this report: Reuse of information in this document, without prior authorization, Noah Elkin, Senior Analyst is prohibited. If you would like to license this report for your Darren Allen, Senior Analyst organization, please contact David Iankelevich at Paul Mulligan, Senior Analyst [email protected], or 212.677.6300 ext 213. Claudine Thompson, Senior Analyst Yael Marmon, Researcher Mustafa Sakarya, Researcher Marius Meland, Editor Pascale Gabbey, Copyeditor Dana Hill, Production Artist Terry King, Production Artist 7 ©2001 eMarketer, Inc. Reproduction of information sourced as eMarketer is prohibited without prior, written permission. Note: all data in this report (other than that sourced as eMarketer) was obtained from published, publicly available information. The eEurope Report Methodology: The eMarketer Difference 9 I Economy,Infrastructure and Users II eCommerce III eAdvertising IV eFinance V eWireless VI Denmark VII Finland VIII France IX Germany X Italy XI The Netherlands XII Norway XIII Poland IX Russia XI Spain XII Sweden XII United Kingdom Index of Charts 9 ©2001 eMarketer, Inc. Reproduction of information sourced as eMarketer is prohibited without prior, written permission. Note: all data in this report (other than that sourced as eMarketer) was obtained from published, publicly available information. The eEurope Report Methodology Methodology: The eMarketer Difference Economy,Infrastructure, Users eCommerce eAdvertising eMarketer research is founded on a simple philosophy of aggregation: eFinance eWireless Denmark The key to approaching quantitative truth – particularly when Finland examining the internet marketplace – is to consider data from as many France reputable sources as possible. No one has all the answers. But taken Germany together, multiple sources, coupled with healthy doses of common Italy sense and business intelligence, create a reasonably accurate picture. The Netherlands Norway Poland eMarketer has no testing technique to protect, no research bias, and no Russia clients to please. The eMarketer research team begins each report by Spain examining research studies, surveys, and reports from hundreds of Sweden published, publicly available sources; we then filter, organize, and United Kingdom Index of Charts synthesize the information into tables, and graphs. Finally, we present the comparative source data along with our own analysis, estimates, and projections. As a result, each set of findings reflects the collected wisdom of numerous research firms and industry analysts. The benefits to our readers are threefold: I Information is more objective and comprehensive than that provided by any other single research source I Information is available in one place – easy to find, evaluate, and compare I Information can be quickly accessed to make intelligent, well- informed business decisions 10 ©2001 eMarketer, Inc. Reproduction of information sourced as eMarketer is prohibited without prior, written permission. Note: all data in this report (other than that sourced as eMarketer) was obtained from published, publicly available information. The eEurope Report Methodology: The eMarketer Difference I Economy, Infrastructure and Users 11 A. Population and Economy 12 B. Technology Infrastructure 18 C. Internet Users 40 I II eCommerce III eAdvertising IV eFinance V eWireless VI Denmark VII Finland VIII France IX Germany X Italy XI The Netherlands XII Norway XIII Poland XIV Russia XV Spain XVI Sweden XVII United Kingdom Index of Charts 11 ©2001 eMarketer, Inc. Reproduction of information sourced as eMarketer is prohibited without prior, written permission. Note: all data in this report (other than that sourced as eMarketer) was obtained from published, publicly available information. The eEurope Report Methodology A. Population and Economy Economy, Infrastructure, Users eCommerce The European economy grew steadily throughout 2000. GDP has increased eAdvertising at a rate of 3.6% according to PricewaterhouseCoopers (PwC) and 3.4% eFinance according to the Organization for Economic Cooperation and Development eWireless Denmark (OECD). A central question is whether comparable growth rates can be Finland sustained in 2001. France The US is entering a period of slower economic growth that will put a Germany damper on European economic activity, resulting in a European growth Italy rate of approximately 3% in 2001, according to both PwC and the OECD. If, The Netherlands Norway as some economists fear, the US economy experiences a more severe Poland recession, or if oil prices rise and European business confidence falters, the Russia European economy may grow even more slowly, as the low estimates from Spain PwC indicate. Sweden An economic slowdown in Europe would hinder the growth of the United Kingdom Index of Charts region’s internet economy, drying up venture capital, making businesses more cautious about investing in new online ventures, and causing consumers to delay purchases of computers and internet-enabled devices.
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