1. Austria B2C E-Commerce Report 2011
August 2011
Provided by
RESEARCH ON INTERNATIONAL MARKETS
We deliver the facts – you make the decisions
rce
o mme
C E-C
ria B2
Aust 11
rt 20
Repo
August 2011
Publication Date
August 2011
Language
English
Format
PDF & PowerPoint
Number of Pages/Charts
53
Covered Countries
Austria
Price
Single User License: € 1,450 (excl. VAT)
Site License: € 2,900 (excl. VAT)
Global Site License: € 4,350 (excl. VAT)
yStats.com GmbH & Co. KG Telefon: +49 (0) 40 - 39 90 68 50 info@ystats.com www.twitter.com/ystats
Behringstr. 28a, 22765 Hamburg Fax: +49 (0) 40 - 39 90 68 51 www.ystats.com www.facebook.com/ystats

2. Austria B2C E-Commerce Report 2011
Key Findings
Covering Trends, Sales, Shares, Products, Users / Shoppers and Players
• More than 60% of Internet users in Austria searched for providers of goods and services online in the first
quarter of 2011.
• In 2010, the most ordered products in Austrian B2C E-Commerce were “Books, Magazines, Newspapers,
E-Learning”, followed by “Clothing, Sports Equipment”.
• B2C E-Commerce accounted for approximately 60% of total home-shopping sales in Austria between May
2010 and April 2011.
• In 2010, more than 40% of the Austrian population were online shoppers.
• The OTTO Group and Neckermann are leading B2C E-Commerce players in Austria in 2011.
Company and Product Information
About our Reports
Market reports by yStats.com inform top managers about recent market trends and assist with
strategic company decisions
A list of advantages
• yStats.com provides secondary market research: By using various sources of information we ensure
maximum objectivity for all obtained data. As a result companies get a precise and unbiased impression of
the market situation.
• The analyses, statistical reports and forecasts are only based on reliable sources including national and
international statistical offices, industry and trade associations, business reports, business and company
databases, journals, company registries and news portals.
• Our international employees research and filter all sources and translate relevant information into English.
This ensures that the content of the original studies is correctly interpreted.
• yStats.com delivers all research results as PowerPoint files. All data can therefore be used directly for board
presentations or be individually adapted.
• If required, yStats.com provides in-depth analysis for all research projects. Simply send us a request.
About yStats.com
• yStats.com has been committed to research up-to-date, objective and demand-based data on markets and
competitors from various industries since 2005.
• Headquartered in Hamburg, Germany, the firm has a strong international focus and is specialized in
secondary market research.
• In addition to reports on markets and competitors, yStats.com also carries out client-specific research.
• Clients include leading global enterprises from various industries including B2C E-Commerce, electronic
payment systems, mail order and direct marketing, logistics as well as banking and consulting.
yStats.com GmbH & Co. KG Telefon: +49 (0) 40 - 39 90 68 50 info@ystats.com www.twitter.com/ystats
Behringstr. 28a, 22765 Hamburg Fax: +49 (0) 40 - 39 90 68 51 www.ystats.com www.facebook.com/ystats

3. Austria B2C E-Commerce Report 2011
Table of Contents
1. Management Summary 6. Users / Shoppers
2. Trends • Development of Internet Users and its Percentage of
Country Population in Austria 2000-2011
• Internet Usage Trends in Austria, 2011; incl. Usage at • Internet Users, by Age Group in Austria, in %, 2003-
Home, in %, 2001, 2006 & 2011 2010
• Internet Users, by Age Group and Gender in Austria,
• Penetration of Internet Users in Austria and CEE in %, 2003-2010
countries, as % of the adult Population, July 2010
• Individuals in Europe using the Internet, by Country,
• Internet Usage in Austria by Category, in % of in %, 2008-2010
Internet Users, Q1 2010 & Q1 2011
• Internet and Broadband Household Penetration, by
• Preferred Types of Online Shops in Austria, Germany Households, in %, 2008-2010
and Switzerland, in % by Country, March 2010 • Share of Households with Internet Access in Austria,
• Reach of Retail Sites in Austria and European
by Province, in %, 2010
Countries, January 2010 & January 2011 • Share of Households with Broadband Internet Access
• Sources on which Shoppers in Austria rely before in Austria, by Province, 2010
making a Purchase, in %, March 2010 • Broadband Subscribers in Austria, compared to
• Order Form of Online Purchases in Austria, in % of Germany, USA and the OECD Average, 2006-2010
Population, Q1 2011 • Total Broadband Subscribers per 100 Inhabitants in
• Online Travel Trends in Austria, 2010; incl. Sales, in Austria, compared to Germany, USA and the OECD
EUR million, 2009-2010 Average, 2006-2010
• Broadband Subscribers in Austria, by Access
• Online Food Retail Trends in Austria, 2010
Technology compared to the OECD Average in %,
• Mobile Internet Access Penetration in Europe, by 2010
Country, in %, 2010 • EU Comparison of Online Shopper Penetration, in %
• Social Networks in Austria by Platform, in % of of Population, 2010
Internet Users, Q1 2010 & Q1 2011 • Online Shopper Penetration in Austria, in % of total
Population, 2003-2010
• Online Shoppers in Austria, by Age Group, in %,
3. Sales 2003-2010
• Online Shoppers in Austria, by Age Group and Gender,
• B2C E-Commerce Sales in Austria (estimated), in in %, 2003-2010
EUR billion, 2011
7. Players
4. Shares
• Facts about OTTO Versand Austria
• News about Unito / OTTO Versand Austria:
• B2C E-Commerce Share of Home-Shopping Sales M-Commerce, 2011
in Austria, in %, 2011 • Facts about Neckermann Austria
• B2C E-Commerce Share of Retail Sales in Austria, • News about the E-Commerce Activities of C&A in
in %, 2011 Austria, 2010
• News about the E-Commerce Activities of Zara in
Austria, 2010
5. Products • News about the E-Commerce Activities of Hugo Boss
in Austria, 2011
• Purchased Online Product Categories in Austria, in %, • News about E-Commerce / Online Travel Activities of
2010 Opodo in Austria, 2011
• Purchased Online Product Categories in Austria, by • Selected Shopping Clubs in Austria, 2011
Age Groups, in %, 2010 • News about the Group Shopping Sites Groupon and
• Purchased Online Product Categories in Austria, by DailyDeal in Austria, 2011; incl. Unique Visitors, June
Age Groups and Gender, in %, 2010 2011
yStats.com GmbH & Co. KG Telefon: +49 (0) 40 - 39 90 68 50 info@ystats.com www.twitter.com/ystats
Behringstr. 28a, 22765 Hamburg Fax: +49 (0) 40 - 39 90 68 51 www.ystats.com www.facebook.com/ystats

4. Austria B2C E-Commerce Report 2011
Samples
RESEARCH ON INTERNATIONAL MARKETS
We deliver the facts – you make the decisions
Trends Sales Shares Products Users / Shoppers Players
In 2010, the most ordered products in Austria were “Books, Magazines,
Newspapers, E-Learning” (44%) followed by “Clothing, Sports E.” (42%).
Purchased Online Product Categories in Austria, in %, 2010
Books, Magazines, Newspapers, E-Learning 43,5%
Clothing, Sports Equipment 41,8%
Travel and Accommodation 39,3%
Event Tickets 28,6%
Electronics 25,5%
Household Equipment 22,5%
Computer Software 21,1%
Movies, Music 20,7%
Computer Hardware 15,6%
Grocery 11,2%
Others 19,5%
0% 20% 40% 60%
Source: Statistics Austria, 2010
25
RESEARCH ON INTERNATIONAL MARKETS
We deliver the facts – you make the decisions
Trends Sales Shares Products Users / Shoppers Players
Neckermann Austria is a multi-channel retailer with sales of
approximately EUR 84 million in 2009.
Facts about Neckermann Austria
Name of
Neckermann Versand Österreich AG
Company
Homepage www.neckermann.at
Vertical
Retailer
Integration
Business Model Multi-Category Retailer
Product Range Various products (focus on clothing)
• Neckermann Austria reached total sales of about
Revenue/ € 84 million (2009)
Financials • Neckermann Versand Österreich AG suffered losses of more
than EUR 8 million in 2009.
• Neckermann Austria is a multi-channel mail order company
that gives the customer the possibility to order via Internet,
telephone, fax or by mail.
Others
• Neckermann Austria offers more than 200,000 products from
different assortments
• Per year, about 1.5 million packages are shipped.
Source: Neckermann Austria , Trade Press, Company Research
46
yStats.com GmbH & Co. KG Telefon: +49 (0) 40 - 39 90 68 50 info@ystats.com www.twitter.com/ystats
Behringstr. 28a, 22765 Hamburg Fax: +49 (0) 40 - 39 90 68 51 www.ystats.com www.facebook.com/ystats

5. Report Order Form
REPORT ORDER FORM
Place Your Order as Follows:
Call us at + 49 40 39 90 68 50
Fax us at + 49 40 39 90 68 51 using the form below:
Scan and Email us at inquiry@ystats.com using the form below:
Place your order now:
Please confirm the license type you require:
 Single User License  Site License1  Global Site License2
Report Title Publication Date Price (€)
An invoice will be sent to your company. Please complete your contact details.
Title: Mr/Mrs/Ms First Name
Last Name
Job Title
Company
Email Address
Telephone Number
Fax Number
Address
City State/Province
Country Post Code/ZIP
All Forms must have a signature to confirm your order:
Signature
Where did you find us?
EU Companies must supply Purchase Order No
Order Date
 Google/Search Engine VAT No (if required)
 Google Adwords/Online Advertising
 Article in Trade Journal
 Press Release
 Social Media
 Recommendation
 Others: ________________________
Note: Reports are provided in electronic PDF form. yStats.com will contact you in the future to provide our free newsletter or other mailings. If you
do not wish to receive our newsletter or other mailings, you may advise us of this. Your contact information will not be sold to other organizations.
1
) Site Licenses, allowing all users within a given geographical location of an organization to access the report, are available for double the price.
2
) Global Site Licenses, allowing all worldwide users of an organization to access the report, are available for triple the price.
yStats.com GmbH & Co. KG Telefon: +49 (0) 40 - 39 90 68 50 info@ystats.com www.twitter.com/ystats

 Behringstr. 28a, 22765 Hamburg Fax: +49 (0) 40 - 39 90 68 51 www.ystats.com www.facebook.com/ystats