Clothes, travel, media - what the Swiss store for online

For the first time, Net-Metrix is publishing these results and other current developments on the topic of online shopping on Tuesday as part of its Net-Metrix-Base 2015-2 baseline study.

The product category fashion, clothing (including shoes) and sporting goods is clearly in first place in the online shopping hit list: 60 percent of online shoppers buy goods from stores such as Zalando, Bonprix, La Redoute and others. 1.4 million Swiss spent between CHF 100 and CHF 500 on these items over a three-month period. A small but nevertheless considerable minority of around 100'000 online shoppers even invested over one thousand Swiss francs in clothes and shoes.

Half of online shoppers booked a trip or flight on the web in the same period; 62 percent of them spent over CHF 500. This product category thus records the highest spending. Around 2 million Internet users purchased books, films or music via the digital channel. 66 percent of them paid between CHF 1 and 100 for media in a quarter.

Men buy home electronics, women buy clothes

More than nine out of ten online shoppers (92.3 %) are also heavy users of the Internet and therefore surf the net daily or even several times a day. Most online shoppers are in the 30 to 39 age group, where four out of five users shop on the Internet. Contrary to all preconceptions, there are about as many men as women among online shoppers (around 2 million each). But if you take a closer look at the product categories, one or two clichés are confirmed: significantly more women store for clothes and shoes on the Internet than men - 62.5 percent to 37.5 percent. In the product categories of home electronics, household appliances and accessories, and programs (software), games and apps, it's the other way around: men are clearly ahead with a ratio of 7 to 3.