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For men, the share of online shoppers among internet users was slightly higher than for women (69 % and 66 %, respectively), while people aged 25-34 are more active e-shoppers (77 % of internet users) than other age groups.
The proportion of internet users with higher level of education shopping online (more than eight in 10) is 35 percentage points greater than that of internet users with lower education.
Over eight in ten internet users in the United Kingdom (86 %), Sweden (84 %), Denmark, Germany, Luxembourg and the Netherlands (82 % each) had bought or ordered goods or services over the internet in the 12 months prior to the survey (Figure 2).
On the other hand, fewer than 40 % had shopped online in Romania (23 %), Bulgaria (27 %) and Cyprus (39 %).
In 2015 the youngest age group (16-24) overtook the EU average level to reach in 2017 the level of 25-54 year olds.
E-commerce picked up over the 2007-2017 period among all age groups, with individuals aged 16-24 showing the biggest increase (27 percentage points).
The largest proportions of people buying online once or twice is found among those aged 16-24 and 55-74 (40 % of e-shoppers each).
People aged 25-54 stand out as making more frequent purchases: 17 % of e-shoppers in this age group bought online 6-10 times in the three months prior to the survey and 16 % did so even more often.
Some 11 % had problems in the form of technical failure of a website while ordering or paying, 9 % had received wrong or damaged goods/services, 5 % had difficulties in finding information on guarantees and other legal rights, 4 % were confronted with final costs higher than indicated and 4 % found it difficult to make complaints and seek redress after a complaint.
In terms of amount spent, the highest proportion of e-buyers (40 %) bought goods or services for a total of EUR 100-499.