Nearly 80 percent (314.6 million users) of the European internet audience accessed online retail sites in May 2012. A look at the top 10 markets for penetration of these sites showed the UK (94.2 percent reach) and Ireland (93.8 percent) leading the way. France (89.0 percent), Germany (87.6 percent) and Netherlands (84.2 percent) rounded up the top 5. The UK and Ireland also rank first globally.
The UK also ranked first for engagement (101.1 minutes per user on average) with France (70.7 minutes) and Netherlands (69.0 minutes) completing the top 3 markets in Europe for engagement with sites like Amazon and Apple.