Socio-economic characteristics	Reasons why they preferred to buy online	Total
Total Persons	Total Persons who have used a computer in the last 12 months	10,990,805
Total Persons	Prices, promotions or discounts	73.2
Total Persons	Comfort	78.0
Total Persons	Broader supply or range of products	52.8
Total Persons	Only available means (products that are not available in the store)	24.8
Total Persons	Possiblity to choose among different options and to obtain information about the products	53.1
Total Persons	Ease of purchase (it is easier to purchase online than in a physical store)	55.6
Total Persons	Time saving	65.5
Total Persons	Quick delivery	42.8
Total Persons	They wanted to try it	14.0
Total Persons	Another person recommended it to them (relative, friend, etc.)	19.8
Total Persons	Other reasons	9.2
Studies completed: Illiterate	Total Persons who have used a computer in the last 12 months	0
Studies completed: Illiterate	Prices, promotions or discounts	..
Studies completed: Illiterate	Comfort	..
Studies completed: Illiterate	Broader supply or range of products	..
Studies completed: Illiterate	Only available means (products that are not available in the store)	..
Studies completed: Illiterate	Possiblity to choose among different options and to obtain information about the products	..
Studies completed: Illiterate	Ease of purchase (it is easier to purchase online than in a physical store)	..
Studies completed: Illiterate	Time saving	..
Studies completed: Illiterate	Quick delivery	..
Studies completed: Illiterate	They wanted to try it	..
Studies completed: Illiterate	Another person recommended it to them (relative, friend, etc.)	..
Studies completed: Illiterate	Other reasons	..
Studies completed: Primary Education	Total Persons who have used a computer in the last 12 months	292,227
Studies completed: Primary Education	Prices, promotions or discounts	68.1
Studies completed: Primary Education	Comfort	75.6
Studies completed: Primary Education	Broader supply or range of products	51.0
Studies completed: Primary Education	Only available means (products that are not available in the store)	27.3
Studies completed: Primary Education	Possiblity to choose among different options and to obtain information about the products	43.4
Studies completed: Primary Education	Ease of purchase (it is easier to purchase online than in a physical store)	47.6
Studies completed: Primary Education	Time saving	54.3
Studies completed: Primary Education	Quick delivery	43.8
Studies completed: Primary Education	They wanted to try it	14.7
Studies completed: Primary Education	Another person recommended it to them (relative, friend, etc.)	19.6
Studies completed: Primary Education	Other reasons	6.1
Studies completed: First stage Secondary Education	Total Persons who have used a computer in the last 12 months	1,576,345
Studies completed: First stage Secondary Education	Prices, promotions or discounts	72.5
Studies completed: First stage Secondary Education	Comfort	73.7
Studies completed: First stage Secondary Education	Broader supply or range of products	50.3
Studies completed: First stage Secondary Education	Only available means (products that are not available in the store)	24.0
Studies completed: First stage Secondary Education	Possiblity to choose among different options and to obtain information about the products	43.9
Studies completed: First stage Secondary Education	Ease of purchase (it is easier to purchase online than in a physical store)	49.4
Studies completed: First stage Secondary Education	Time saving	57.2
Studies completed: First stage Secondary Education	Quick delivery	38.3
Studies completed: First stage Secondary Education	They wanted to try it	19.7
Studies completed: First stage Secondary Education	Another person recommended it to them (relative, friend, etc.)	23.7
Studies completed: First stage Secondary Education	Other reasons	9.6
Studies completed: Second stage Secondary Education	Total Persons who have used a computer in the last 12 months	3,003,005
Studies completed: Second stage Secondary Education	Prices, promotions or discounts	74.3
Studies completed: Second stage Secondary Education	Comfort	75.0
Studies completed: Second stage Secondary Education	Broader supply or range of products	51.9
Studies completed: Second stage Secondary Education	Only available means (products that are not available in the store)	21.4
Studies completed: Second stage Secondary Education	Possiblity to choose among different options and to obtain information about the products	51.2
Studies completed: Second stage Secondary Education	Ease of purchase (it is easier to purchase online than in a physical store)	52.4
Studies completed: Second stage Secondary Education	Time saving	63.1
Studies completed: Second stage Secondary Education	Quick delivery	37.7
Studies completed: Second stage Secondary Education	They wanted to try it	13.4
Studies completed: Second stage Secondary Education	Another person recommended it to them (relative, friend, etc.)	19.2
Studies completed: Second stage Secondary Education	Other reasons	9.2
Studies completed: Advanced Vocational Education	Total Persons who have used a computer in the last 12 months	1,492,544
Studies completed: Advanced Vocational Education	Prices, promotions or discounts	78.9
Studies completed: Advanced Vocational Education	Comfort	78.4
Studies completed: Advanced Vocational Education	Broader supply or range of products	57.8
Studies completed: Advanced Vocational Education	Only available means (products that are not available in the store)	23.2
Studies completed: Advanced Vocational Education	Possiblity to choose among different options and to obtain information about the products	58.7
Studies completed: Advanced Vocational Education	Ease of purchase (it is easier to purchase online than in a physical store)	61.1
Studies completed: Advanced Vocational Education	Time saving	71.7
Studies completed: Advanced Vocational Education	Quick delivery	48.6
Studies completed: Advanced Vocational Education	They wanted to try it	18.8
Studies completed: Advanced Vocational Education	Another person recommended it to them (relative, friend, etc.)	20.8
Studies completed: Advanced Vocational Education	Other reasons	10.9
Studies completed: Higher Education	Total Persons who have used a computer in the last 12 months	4,618,183
Studies completed: Higher Education	Prices, promotions or discounts	71.3
Studies completed: Higher Education	Comfort	81.5
Studies completed: Higher Education	Broader supply or range of products	52.9
Studies completed: Higher Education	Only available means (products that are not available in the store)	27.6
Studies completed: Higher Education	Possiblity to choose among different options and to obtain information about the products	56.3
Studies completed: Higher Education	Ease of purchase (it is easier to purchase online than in a physical store)	58.7
Studies completed: Higher Education	Time saving	68.6
Studies completed: Higher Education	Quick delivery	45.7
Studies completed: Higher Education	They wanted to try it	10.8
Studies completed: Higher Education	Another person recommended it to them (relative, friend, etc.)	18.7
Studies completed: Higher Education	Other reasons	8.7
Studies completed: Other	Total Persons who have used a computer in the last 12 months	8,500
Studies completed: Other	Prices, promotions or discounts	0.0
Studies completed: Other	Comfort	100.0
Studies completed: Other	Broader supply or range of products	0.0
Studies completed: Other	Only available means (products that are not available in the store)	0.0
Studies completed: Other	Possiblity to choose among different options and to obtain information about the products	23.0
Studies completed: Other	Ease of purchase (it is easier to purchase online than in a physical store)	0.0
Studies completed: Other	Time saving	23.0
Studies completed: Other	Quick delivery	0.0
Studies completed: Other	They wanted to try it	0.0
Studies completed: Other	Another person recommended it to them (relative, friend, etc.)	0.0
Studies completed: Other	Other reasons	0.0
Employment situation: Employed and economically active	Total Persons who have used a computer in the last 12 months	7,133,926
Employment situation: Employed and economically active	Prices, promotions or discounts	72.6
Employment situation: Employed and economically active	Comfort	79.5
Employment situation: Employed and economically active	Broader supply or range of products	53.5
Employment situation: Employed and economically active	Only available means (products that are not available in the store)	25.0
Employment situation: Employed and economically active	Possiblity to choose among different options and to obtain information about the products	55.3
Employment situation: Employed and economically active	Ease of purchase (it is easier to purchase online than in a physical store)	56.7
Employment situation: Employed and economically active	Time saving	67.0
Employment situation: Employed and economically active	Quick delivery	43.0
Employment situation: Employed and economically active	They wanted to try it	12.8
Employment situation: Employed and economically active	Another person recommended it to them (relative, friend, etc.)	19.7
Employment situation: Employed and economically active	Other reasons	9.1
Employment situation: Unemployed and economically active	Total Persons who have used a computer in the last 12 months	1,737,554
Employment situation: Unemployed and economically active	Prices, promotions or discounts	74.2
Employment situation: Unemployed and economically active	Comfort	74.7
Employment situation: Unemployed and economically active	Broader supply or range of products	52.3
Employment situation: Unemployed and economically active	Only available means (products that are not available in the store)	23.7
Employment situation: Unemployed and economically active	Possiblity to choose among different options and to obtain information about the products	47.3
Employment situation: Unemployed and economically active	Ease of purchase (it is easier to purchase online than in a physical store)	52.7
Employment situation: Unemployed and economically active	Time saving	62.0
Employment situation: Unemployed and economically active	Quick delivery	41.2
Employment situation: Unemployed and economically active	They wanted to try it	14.6
Employment situation: Unemployed and economically active	Another person recommended it to them (relative, friend, etc.)	19.0
Employment situation: Unemployed and economically active	Other reasons	10.0
Employment situation: Economically inactive population: Students	Total Persons who have used a computer in the last 12 months	1,386,564
Employment situation: Economically inactive population: Students	Prices, promotions or discounts	76.9
Employment situation: Economically inactive population: Students	Comfort	75.1
Employment situation: Economically inactive population: Students	Broader supply or range of products	51.9
Employment situation: Economically inactive population: Students	Only available means (products that are not available in the store)	27.4
Employment situation: Economically inactive population: Students	Possiblity to choose among different options and to obtain information about the products	52.1
Employment situation: Economically inactive population: Students	Ease of purchase (it is easier to purchase online than in a physical store)	54.5
Employment situation: Economically inactive population: Students	Time saving	65.7
Employment situation: Economically inactive population: Students	Quick delivery	42.8
Employment situation: Economically inactive population: Students	They wanted to try it	19.0
Employment situation: Economically inactive population: Students	Another person recommended it to them (relative, friend, etc.)	25.2
Employment situation: Economically inactive population: Students	Other reasons	8.0
Employment situation: Economically inactive population: Household chores	Total Persons who have used a computer in the last 12 months	257,771
Employment situation: Economically inactive population: Household chores	Prices, promotions or discounts	71.3
Employment situation: Economically inactive population: Household chores	Comfort	72.0
Employment situation: Economically inactive population: Household chores	Broader supply or range of products	56.0
Employment situation: Economically inactive population: Household chores	Only available means (products that are not available in the store)	23.1
Employment situation: Economically inactive population: Household chores	Possiblity to choose among different options and to obtain information about the products	49.3
Employment situation: Economically inactive population: Household chores	Ease of purchase (it is easier to purchase online than in a physical store)	52.2
Employment situation: Economically inactive population: Household chores	Time saving	63.5
Employment situation: Economically inactive population: Household chores	Quick delivery	54.2
Employment situation: Economically inactive population: Household chores	They wanted to try it	21.9
Employment situation: Economically inactive population: Household chores	Another person recommended it to them (relative, friend, etc.)	13.6
Employment situation: Economically inactive population: Household chores	Other reasons	12.3
Employment situation: Inactive population: Pensioners	Total Persons who have used a computer in the last 12 months	389,891
Employment situation: Inactive population: Pensioners	Prices, promotions or discounts	65.4
Employment situation: Inactive population: Pensioners	Comfort	80.5
Employment situation: Inactive population: Pensioners	Broader supply or range of products	38.2
Employment situation: Inactive population: Pensioners	Only available means (products that are not available in the store)	20.9
Employment situation: Inactive population: Pensioners	Possiblity to choose among different options and to obtain information about the products	45.3
Employment situation: Inactive population: Pensioners	Ease of purchase (it is easier to purchase online than in a physical store)	55.7
Employment situation: Inactive population: Pensioners	Time saving	54.9
Employment situation: Inactive population: Pensioners	Quick delivery	38.3
Employment situation: Inactive population: Pensioners	They wanted to try it	11.1
Employment situation: Inactive population: Pensioners	Another person recommended it to them (relative, friend, etc.)	12.8
Employment situation: Inactive population: Pensioners	Other reasons	9.2
Employment situation: Other situation	Total Persons who have used a computer in the last 12 months	85,098
Employment situation: Other situation	Prices, promotions or discounts	82.4
Employment situation: Other situation	Comfort	76.7
Employment situation: Other situation	Broader supply or range of products	84.0
Employment situation: Other situation	Only available means (products that are not available in the store)	12.7
Employment situation: Other situation	Possiblity to choose among different options and to obtain information about the products	47.0
Employment situation: Other situation	Ease of purchase (it is easier to purchase online than in a physical store)	48.8
Employment situation: Other situation	Time saving	55.6
Employment situation: Other situation	Quick delivery	40.3
Employment situation: Other situation	They wanted to try it	8.4
Employment situation: Other situation	Another person recommended it to them (relative, friend, etc.)	11.6
Employment situation: Other situation	Other reasons	9.1
Professional status (in main job): Worker employed by others	Total Persons who have used a computer in the last 12 months	5,790,140
Professional status (in main job): Worker employed by others	Prices, promotions or discounts	73.5
Professional status (in main job): Worker employed by others	Comfort	78.8
Professional status (in main job): Worker employed by others	Broader supply or range of products	53.7
Professional status (in main job): Worker employed by others	Only available means (products that are not available in the store)	24.9
Professional status (in main job): Worker employed by others	Possiblity to choose among different options and to obtain information about the products	55.9
Professional status (in main job): Worker employed by others	Ease of purchase (it is easier to purchase online than in a physical store)	57.8
Professional status (in main job): Worker employed by others	Time saving	66.9
Professional status (in main job): Worker employed by others	Quick delivery	42.9
Professional status (in main job): Worker employed by others	They wanted to try it	12.9
Professional status (in main job): Worker employed by others	Another person recommended it to them (relative, friend, etc.)	20.7
Professional status (in main job): Worker employed by others	Other reasons	9.1
Professional status (in main job): Self-employed or freelance workers	Total Persons who have used a computer in the last 12 months	1,343,786
Professional status (in main job): Self-employed or freelance workers	Prices, promotions or discounts	68.8
Professional status (in main job): Self-employed or freelance workers	Comfort	82.5
Professional status (in main job): Self-employed or freelance workers	Broader supply or range of products	52.5
Professional status (in main job): Self-employed or freelance workers	Only available means (products that are not available in the store)	25.1
Professional status (in main job): Self-employed or freelance workers	Possiblity to choose among different options and to obtain information about the products	53.1
Professional status (in main job): Self-employed or freelance workers	Ease of purchase (it is easier to purchase online than in a physical store)	51.9
Professional status (in main job): Self-employed or freelance workers	Time saving	67.6
Professional status (in main job): Self-employed or freelance workers	Quick delivery	43.2
Professional status (in main job): Self-employed or freelance workers	They wanted to try it	12.3
Professional status (in main job): Self-employed or freelance workers	Another person recommended it to them (relative, friend, etc.)	15.5
Professional status (in main job): Self-employed or freelance workers	Other reasons	9.0
Main occupation: Manual	Total Persons who have used a computer in the last 12 months	1,126,840
Main occupation: Manual	Prices, promotions or discounts	78.3
Main occupation: Manual	Comfort	75.0
Main occupation: Manual	Broader supply or range of products	52.2
Main occupation: Manual	Only available means (products that are not available in the store)	23.5
Main occupation: Manual	Possiblity to choose among different options and to obtain information about the products	55.3
Main occupation: Manual	Ease of purchase (it is easier to purchase online than in a physical store)	56.7
Main occupation: Manual	Time saving	62.1
Main occupation: Manual	Quick delivery	40.1
Main occupation: Manual	They wanted to try it	19.1
Main occupation: Manual	Another person recommended it to them (relative, friend, etc.)	24.1
Main occupation: Manual	Other reasons	6.3
Main occupation: Non-manual	Total Persons who have used a computer in the last 12 months	6,007,086
Main occupation: Non-manual	Prices, promotions or discounts	71.5
Main occupation: Non-manual	Comfort	80.4
Main occupation: Non-manual	Broader supply or range of products	53.7
Main occupation: Non-manual	Only available means (products that are not available in the store)	25.2
Main occupation: Non-manual	Possiblity to choose among different options and to obtain information about the products	55.3
Main occupation: Non-manual	Ease of purchase (it is easier to purchase online than in a physical store)	56.7
Main occupation: Non-manual	Time saving	68.0
Main occupation: Non-manual	Quick delivery	43.5
Main occupation: Non-manual	They wanted to try it	11.6
Main occupation: Non-manual	Another person recommended it to them (relative, friend, etc.)	18.9
Main occupation: Non-manual	Other reasons	9.7
Main occupation: ICT workers	Total Persons who have used a computer in the last 12 months	459,685
Main occupation: ICT workers	Prices, promotions or discounts	78.8
Main occupation: ICT workers	Comfort	81.8
Main occupation: ICT workers	Broader supply or range of products	68.5
Main occupation: ICT workers	Only available means (products that are not available in the store)	28.2
Main occupation: ICT workers	Possiblity to choose among different options and to obtain information about the products	72.7
Main occupation: ICT workers	Ease of purchase (it is easier to purchase online than in a physical store)	69.0
Main occupation: ICT workers	Time saving	76.8
Main occupation: ICT workers	Quick delivery	51.2
Main occupation: ICT workers	They wanted to try it	11.0
Main occupation: ICT workers	Another person recommended it to them (relative, friend, etc.)	24.6
Main occupation: ICT workers	Other reasons	14.5
Main occupation: Other workers	Total Persons who have used a computer in the last 12 months	6,674,241
Main occupation: Other workers	Prices, promotions or discounts	72.2
Main occupation: Other workers	Comfort	79.4
Main occupation: Other workers	Broader supply or range of products	52.4
Main occupation: Other workers	Only available means (products that are not available in the store)	24.7
Main occupation: Other workers	Possiblity to choose among different options and to obtain information about the products	54.1
Main occupation: Other workers	Ease of purchase (it is easier to purchase online than in a physical store)	55.9
Main occupation: Other workers	Time saving	66.4
Main occupation: Other workers	Quick delivery	42.4
Main occupation: Other workers	They wanted to try it	12.9
Main occupation: Other workers	Another person recommended it to them (relative, friend, etc.)	19.4
Main occupation: Other workers	Other reasons	8.8
Net household monthly income: Less than 900 Euros	Total Persons who have used a computer in the last 12 months	719,107
Net household monthly income: Less than 900 Euros	Prices, promotions or discounts	72.4
Net household monthly income: Less than 900 Euros	Comfort	69.6
Net household monthly income: Less than 900 Euros	Broader supply or range of products	46.1
Net household monthly income: Less than 900 Euros	Only available means (products that are not available in the store)	26.0
Net household monthly income: Less than 900 Euros	Possiblity to choose among different options and to obtain information about the products	45.5
Net household monthly income: Less than 900 Euros	Ease of purchase (it is easier to purchase online than in a physical store)	50.9
Net household monthly income: Less than 900 Euros	Time saving	57.1
Net household monthly income: Less than 900 Euros	Quick delivery	42.0
Net household monthly income: Less than 900 Euros	They wanted to try it	13.4
Net household monthly income: Less than 900 Euros	Another person recommended it to them (relative, friend, etc.)	20.0
Net household monthly income: Less than 900 Euros	Other reasons	10.4
Net household monthly income: 901 to 1,600 Euros	Total Persons who have used a computer in the last 12 months	2,208,877
Net household monthly income: 901 to 1,600 Euros	Prices, promotions or discounts	77.6
Net household monthly income: 901 to 1,600 Euros	Comfort	76.6
Net household monthly income: 901 to 1,600 Euros	Broader supply or range of products	57.9
Net household monthly income: 901 to 1,600 Euros	Only available means (products that are not available in the store)	23.3
Net household monthly income: 901 to 1,600 Euros	Possiblity to choose among different options and to obtain information about the products	55.3
Net household monthly income: 901 to 1,600 Euros	Ease of purchase (it is easier to purchase online than in a physical store)	55.7
Net household monthly income: 901 to 1,600 Euros	Time saving	66.7
Net household monthly income: 901 to 1,600 Euros	Quick delivery	43.8
Net household monthly income: 901 to 1,600 Euros	They wanted to try it	19.4
Net household monthly income: 901 to 1,600 Euros	Another person recommended it to them (relative, friend, etc.)	23.9
Net household monthly income: 901 to 1,600 Euros	Other reasons	7.9
Net household monthly income: 1,601 to 2,500 Euros	Total Persons who have used a computer in the last 12 months	2,283,654
Net household monthly income: 1,601 to 2,500 Euros	Prices, promotions or discounts	76.4
Net household monthly income: 1,601 to 2,500 Euros	Comfort	81.7
Net household monthly income: 1,601 to 2,500 Euros	Broader supply or range of products	54.2
Net household monthly income: 1,601 to 2,500 Euros	Only available means (products that are not available in the store)	23.9
Net household monthly income: 1,601 to 2,500 Euros	Possiblity to choose among different options and to obtain information about the products	60.1
Net household monthly income: 1,601 to 2,500 Euros	Ease of purchase (it is easier to purchase online than in a physical store)	60.3
Net household monthly income: 1,601 to 2,500 Euros	Time saving	69.3
Net household monthly income: 1,601 to 2,500 Euros	Quick delivery	42.9
Net household monthly income: 1,601 to 2,500 Euros	They wanted to try it	13.8
Net household monthly income: 1,601 to 2,500 Euros	Another person recommended it to them (relative, friend, etc.)	19.9
Net household monthly income: 1,601 to 2,500 Euros	Other reasons	10.3
Net household monthly income: More than 2,500 Euros	Total Persons who have used a computer in the last 12 months	2,714,242
Net household monthly income: More than 2,500 Euros	Prices, promotions or discounts	70.9
Net household monthly income: More than 2,500 Euros	Comfort	82.7
Net household monthly income: More than 2,500 Euros	Broader supply or range of products	53.7
Net household monthly income: More than 2,500 Euros	Only available means (products that are not available in the store)	27.1
Net household monthly income: More than 2,500 Euros	Possiblity to choose among different options and to obtain information about the products	57.4
Net household monthly income: More than 2,500 Euros	Ease of purchase (it is easier to purchase online than in a physical store)	58.5
Net household monthly income: More than 2,500 Euros	Time saving	69.9
Net household monthly income: More than 2,500 Euros	Quick delivery	44.9
Net household monthly income: More than 2,500 Euros	They wanted to try it	10.0
Net household monthly income: More than 2,500 Euros	Another person recommended it to them (relative, friend, etc.)	20.3
Net household monthly income: More than 2,500 Euros	Other reasons	8.2
Net household monthly income: DK/NA	Total Persons who have used a computer in the last 12 months	3,064,926
Net household monthly income: DK/NA	Prices, promotions or discounts	69.8
Net household monthly income: DK/NA	Comfort	74.3
Net household monthly income: DK/NA	Broader supply or range of products	48.9
Net household monthly income: DK/NA	Only available means (products that are not available in the store)	24.2
Net household monthly income: DK/NA	Possiblity to choose among different options and to obtain information about the products	44.2
Net household monthly income: DK/NA	Ease of purchase (it is easier to purchase online than in a physical store)	50.6
Net household monthly income: DK/NA	Time saving	59.8
Net household monthly income: DK/NA	Quick delivery	40.2
Net household monthly income: DK/NA	They wanted to try it	13.8
Net household monthly income: DK/NA	Another person recommended it to them (relative, friend, etc.)	16.4
Net household monthly income: DK/NA	Other reasons	9.9