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	December 13, 2004 The 2004 European Online Retail Consumer Consumer Technographics Europe by Reineke Reitsma with Hellen K. Omwando, Paul Jackson, Christof Herzog, Ph.D.

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Executive Summary

This Data Overview is a graphical analysis of Forrester's Consumer Technographics Q2 2004 European Study. It is our annual guide to online shopping, multichannel retail, and the profile of online shoppers, based on a survey of 22,907 consumers. This study reveals how eCommerce has strengthened its position in Europe and how the attitude and behavior of online shoppers have changed over time — and the impact of these on traditional retail channels.

TABLE OF CONTENTS

• The European Online Shopping Landscape Matures
  • The European Online Shopping Landscape
  • The Impact Of Multichannel Buying
  • The Continued Success Story Of Europe's eCommerce
  • Search Engines Play A Key Role In Online Shopping
  • Loyalty Card Owners Show Promiscuous Behavior
• Supplemental Material

This is an excerpt

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