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Women Predominate in European E-Retailing for the Third Time in a Row
The E-Retail Report 2010 by Deutsche Card Services shows that women were still predominant in online retailing. Six out of ten purchases at European e-retailers are initiated by women. Men spend more money on each transaction with EUR 93.12 - EUR 24.47 more than those of "Jane Doe".
Men and women differ in their payment behaviour, too. The credit card extended its lead as the most popular payment method among men by three percentage points and is gaining ground among women, too. Besides Visa and MasterCard, women still use retailer credit cards to an above-average extent. "Such cards often include incentives, if a certain sales figure is reached. Women appear to be more interested in that feature," says Jens Mahlke, member of the Management Board of Deutsche Card Services. Men initiate higher transaction values and higher non-payment rates as well. The share of chargebacks averaged 0.0926% for men. For women, it is only one-third of that percentage. Only for goods above EUR 500, the non-payment rate for women is more than double.
The E-Retail Report, which analyses purchasing and payment behaviour and non-payment risks in online retailing, was recently published for the fourth time in a row. In contrast to other research, the study by the Deutsche Bank subsidiary is based on real-life purchases and not on surveys. It starts from a selection of about eight million transactions settled via the Deutsche Card Services platform. All data are fully anonymised and comply with all data-protection requirements. The study is available for download from the online shop of Deutsche Card Services.