GIM tracks consumer behaviour of online and mail order shoppers

GIM is researching consumer behaviour in online and mail order retail in Germany. On behalf of the German Association of E-Commerce and Distance Selling Trade (bvh), and together with e-commerce experts ChannelAdvisor, GIM recently began conducting the user study “Interactive Trade in Germany”, a study which is carried out throughout the year.

GIM has recalibrated and re-launched the design, the methodology and the random sample templates of the study. The study has remained unchanged for the past eight years, meaning that this GIM-driven update will deliver more meaningful results to the client.

This means that from now on, 40,000 (up from 30,000) users will be questioned [annually] about their purchasing habits in online and mail order retail. In addition, half of the users will fill in online questionnaires, previously users were interviewed on the telephone only. Plus, GIM will define and issue a clearer differentiation between the various sales channels of the different e-commerce businesses.

E-commerce is booming in Germany. Significant increases were recorded in comparison to the first quarter of the previous year and older target markets, in particular, are on the rise. The percentage of online orders has shown considerable growth (up 20 percentage points). This also applies to the percentage of orders made via mobile devices and Apps.

Dr. Friedemann Weber, Division Manager at GIM Berlin, says: “We’ll be keeping a close eye on this trend over the next few quarters in order to quantitatively consolidate our research.”