German Shoppers Top European Online Loyalty Poll

18 March 2002

German online shoppers are the most loyal in Europe, according to new research from Jupiter MMXI, while those in Italy and Switzerland are least likely to return to an e-tail site.

The research in six countries identified unique visitors to websites during November and tracked them for three months to see how many returned to those sites.

Germany’s e-tail category led the way with a 75.1% retention rate, followed by the UK (72.5%), France (64.9%), Spain (57%), Switzerland (51.8%) and Italy (51.5%). In general, loyalty tended to be highest in nations where the e-tail sector had greatest reach.

As owner of the top online retail site in all six countries, Amazon offered a means to compare pan-national loyalty to the same internet brand. British surfers returned most often, with 40% of original visitors in November returning in February, while those in Switzerland lagged the rest on 28%.

In France, attracted the highest retention rate (53%), just ahead of (52%). In the UK, on the other hand, performed well with a 34.5% retention rate, while loyalty to the websites of high-street giants Argos, Comet and John Lewis stood at just 12%–16%.

Data sourced from: Daily Research News Online; Jupiter MMXI; additional content by WARC staff