Women in Germany Embrace Ordering Products Offline - eMarketer
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Women in Germany Embrace Ordering Products Offline

Two-thirds said they made an offline order in 2016

March 2, 2017 | Retail & Ecommerce

Females in Germany are far more likely than males to order products offline, according to a study from Bundesverband E-Commerce und Versandhandel (bevh).

Nearly two-thirds of women surveyed said they ordered products offline in 2016, compared with 35.4% of males. According to bevh, offline ordering includes orders placed via mail order or telephone.

Consumers in Germany Who Order Products Digitally vs. Offline, by Demographic, 2016 (% of respondents)

In general, the survey found that women in Germany are more likely to order products offline than digitally.

Not surprisingly, younger consumers overall were more likely to order something digitally than they were offline. For example, 23.2% of respondents ages 14 to 29 said they ordered products digitally. In contrast, 11.1% in that same age bracket said they did so offline. Older consumers were more likely to order products offline, particularly those ages 60 and older.

But as eMarketer wrote in December 2016, six in 10 internet users in Germany prefer to buy in-store, which means that digital purchases and offline ordering alike play second fiddle to physical shopping.

—Ben Clague

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