This chapter looks at the use of the internet for purchases. A range of different purchases are made, with the internet being used for everything from financial transactions to online shopping (food, clothes, etc.) and cultural and sporting events. There are some differences between men and women in what they use the internet for, with different experiences by type of household also.
Key findings of internet users who used the internet in the previous three months:
- At an overall level, shopping online decreased marginally – almost eight in ten (78%) internet users purchased goods and/or services online in 2023, compared with 81% of internet users in the same period in 2022. See Table 3.1 and PX Stat Table ICA124 for comparisons with 2022.
- Despite the overall decrease, online shopping in households with children increased – 94% of households with two adults and children and 91% of single parent households shopped online in 2023, compared with 88% of internet users living in households of up to adults with no dependent children. Similarly, over four in ten (81%) internet users living in households of at least three adults with children shopped online in 2023, compared with over three quarters (77%) in 2022. See Figure 3.1.
- Only 8% of persons (who use the internet) never bought or ordered goods and/or services over the internet.
Table 3.1 Percentage of individuals aged 16 years and over who bought or ordered goods and/or services online, 2023
Key findings of internet users who used the internet in the previous three months:
- Online purchase of clothes (includes sports clothing), shoes or accessories (includes bags, jewellery, etc.), remains the most popular online purchase in 2023 (69% of internet users), but it has decreased by two percentage points on the same period in 2022 (71%). Online purchases of sport goods (includes sports gear and equipment but excludes sports clothing) increased marginally from 20% in 2022 to 21% in 2023. See Figure 3.2, Table 3.2 and PX Stat Table ICA84 for comparisons with 2022.
- There was a notable difference between the number of males and females buying clothes, shoes or accessories online – 74% of females compared with 60% of males. Males were far more likely to buy sports goods online - over one quarter of males (27%) bought sports goods online, compared with just 17% of females.
- The online purchase of ready-made food delivered (from restaurants, fast food chains or catering delivery services), decreased in 2023 – 44% of internet users made online purchases (in the three months prior to interview) of ready-made food delivered (from restaurants, fast food chains or catering delivery services), compared with 58% in the same period in 2022.
- Over one fifth (22%) of internet users bought computer tablets, mobile phones or accessories online in 2023 comparte with 27% in 2022, while one in six (16%) purchased consumer electronics (TV sets, stereos, cameras, etc.) or household appliances (washing machines, etc).
- The online purchase of medicine or dietary supplements increased by six percentage points in 2023 – 20% of internet users compared with 14% in 2022. See Table 3.3.
Table 3.2 Individuals aged 16 years and over who use the internet classified by types of physical goods purchased online during the last 3 months, 2023
Table 3.3 Individuals aged 16 years and over who use the internet classified by types of physical goods purchased online during the last 3 months, 2023
Key finding of internet users who used the internet in the previous three months:
- Online purchasing from national sellers is still by far the most common source of purchase, and has increased its position at top of the online ecommerce market in 2023 – nearly four in five (78%) persons buying or ordering their goods from national sellers, an increase of two percentage points on the same period in 2022. See Figure 3.3, Table 3.4 and PX Stat Table ICA126 for comparisons with 2022.
- Nearly six in ten (59%) persons who purchased online bought goods from sellers from other EU countries, a decrease of two percentage points on the same period in 2022, while over four in ten (42%) reported purchasing from sellers from the rest of the world, up from 39% in 2022.
Table 3.4 Individuals aged 16 years and over who bought or ordered goods online in the last 3 months by origin of seller, 2023
Key findings of internet users who used the internet in the previous three months:
- Using films or series as a streaming service such as Netflix, Disney, Disney+ or downloads was reported by 48% of internet users, compared with 43% in 2022. See Figure 3.4, Table 3.5 and PX Stat Table ICA130 for comparisons with 2022.
- Subscriptions to a music streaming service or downloads decreased in 2023 – 38% of internet users subscribed to a music streaming service or downloads in 2023, compared with over four in ten (41%) in the same period in 2022.
- Males were more likely than females to buy or subscribe to such apps or music streaming services, and using films or series as a streaming service such as Netflix, Disney, Disney+. Nearly six in ten (58%) of males subscribed to such services as Netflix, Disney, Disney+, etc. compared with 43% of females, while 47% of males subscribed to music streaming series or download compared with 32% of females. See Table 3.5. Subscriptions to health and fitness apps in increased in 2023 with one in seven (14%) subscribing to such apps compared with one in ten (10%) in the same period in 2022. Marginally more males than females bought or subscribed to such apps in 2023 – 14% of males compared with 13% of females.
Table 3.5 Individuals aged 16 years and over who bought or subscribed to apps or streaming services during the last 3 months, 2023
Key findings of internet users who used the internet in the previous three months:
- In 2023, online purchase of tickets to concerts, cultural or other events remained unchanged at 50% of internet users, while tickets to sports events bought online decreased marginally – 22% of internet users buying such tickets online in 2023 compared with 23% in 2022. See Figure 3.5, Table 3.6 and PX Stat Table ICA135 for comparisons with 2022.
- Females were more likely to buy tickets online to concerts, cultural or other events – 52% of females compared with 46% of males. Conversely, males were more likely to purchase tickets online to sports events – 25% of males in 2023 compared with one in five (20%) females.
- Over one third (34%) internet users surveyed during this period, purchased subscriptions to internet or mobile phone connections, while 35% bought subscriptions to electricity, water or heating supply, waste disposal or similar services.
Table 3.6 Individuals aged 16 years and over who use the internet classified by other services purchased online during the last 3 months, 2023
Key findings of internet users who used the internet in the previous three months:
- Over one third (35%) bought or renewed existing insurance policies (*) online in the previous three months, either directly from insurers or via other financial services providers such as insurance intermediaries), an increase of three percentage points on the same period in 2022. See Table 3.7.
- Males and females were equally likely to take out a loan or mortgage online or arranged credit from banks or other financial providers online (7%). At an overall level, just 7% of internet users carried out this activity online, unchanged from 2022.
- Just 4% of persons bought or sold shares, bonds, funds or other financial assets (such as crypto currencies) online, a decrease of three percentage points on the same period in 2022. Males were far more likely to carry out this activity online – 6% of males bought or sold shares/bonds online compared with only 2% of females.
(*) Examples of insurance covered include motor, house, medical, dental, pet, travel insurance policies, etc. Also Insurances offered via another service or provider such as a bank, travel insurance offered together with a plane ticket, phone insurance for breakage/loss/theft, insurance for a purchased household equipment , means of payment insurance when for example arranging finance for the purchase of a car, household furniture or equipment , etc. Also this category includes not only situations whereby the respondent is the policyholder, but also schemes whereby the respondent just adheres to a group insurance contract online.
Table 3.7 Individuals aged 16 years and over who used the internet in the last 3 months by type of financial activity, 2023