Brits are Europe's most voracious online shoppers

ACCORDING TO NEW research by the European Interactive Advertising Association, or the EIAA, British shoppers are spending more and buying more online than any of their European counterparts. Also highlighted is an increased consumer confidence with buying online, and increased "browse to buy" conversion rates.

The research showed that the average UK web-based shopper bought about 18 items over six months in 2006, which is up four items from 2005 - that's a 29% year-on-year increase. Compared to the rest of Europe, where the average shopper bought about 10 items online, Blighty buyers spent about 800 quids - or 1200 euros - while the average European shopper spent about 750 euros.

Not only are we Britishes spending and buying more, our buying spectrum has spread out a little. Mobile phones have seen the biggest growth in conversion rates year on year at 22 per cent, says the EIAA, followed by 21 per cent with music downloads and a 20 per cent increase for cars.

For those of us online, 89 per cent of all of us engage in at least a little bit of web-based spending. Just under 50 per cent of us visit auction websites at least once a month, beating the average European online shopper by a whole 8 per cent.

EIAA chairman Michael Kleindl says that the research shows the "increasing trust in the internet amongst consumers to obtain information and buy a growing range of products." All in all, it'll probably be a good year for UK-based phishers. µ