German consumers are more price-driven when it comes to sporting goods than in any other product category. This is one of the results of the report “Black Box Online Shopping – Sport- und Outdoorartikel” conducted by the consultancy firm Konzept & Markt which interviewed about 1,000 internet shoppers. 26 percent of them bought at least one sports item over 12 months and spent on average €203 over the year. This is far less than in other product categories since overall consumption through the web was €360.
58 percent of the participants who buy sporting goods online said that the lowest price was more important than the choice of a certain web shop. The most successful internet platforms are Amazon where 60 percent of the consumers purchased at least one sporting good, followed by eBay with 36 percent. The most popular specialty store is Sport Scheck, according to the report.
The report which is available here analyzes a wide range of aspects of online shopping for sporting goods in Germany, including consumer behavior, a comparison of prices online and offline and the importance of “Click & Collect” which is considered as more popular among customers of sporting goods stores than in other industries.