Growth predicted for home shopping in Europe

Jörn Krieger ©RapidTVNews | 25-06-2012

The European home shopping market remains on growth course, with total turnover predicted to rise from €3.8 billion in 2011 to €5.3 billion by 2017 in the four largest markets: Germany, UK, Italy and France.

These are the results of a study into the home shopping industry by German research company Goldmedia for the Electronic Retailing Association (ERA Europe). The highest growth potential is attributed to Italy and Germany.

Germany is Europe's largest home shopping market; the industry's 7,000 employees have achieved a total turnover of around €1.7 billion in 2011. The study predicts a yearly growth by 6% to €2.4 billion by 2017.

The TV set will remain the most important media hub for home shopping, but the Internet, social networks, hybrid TV and mobile applications will become more important as distribution and communication platforms. The growth rate of e-commerce turnover in the past year amounted to between 16% and 22% in the four markets covered, marking the industry's most important driving force for growth.

The growth is spurred mainly through the fast replacement of conventional mobile phones by Internet-capable smartphones and the market penetration of tablets. Further growth impulses are expected from TV sets with Internet access (connected TV, HbbTV) in the next five years.

New perspectives have also opened up through the combined usage of TV sets and secondary devices during TV consumption. "A growing number of viewers use their smartphones and tablet computers in parallel to the TV set as so-called second screens," said Goldmedia's managing director Klaus Goldhammer. "This enables home shopping companies to provide their customers in real-time, with online offerings adjusted to the programme they are watching."