Norwegian city people more devoted to e-commerce

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People living on the Norwegian countryside are very much less online than urban dwellers. Where the assortment and store density is greatest, net consumers are also far more active.

A new survey from the Norwegian Post Office shows that people in cities often act online and spend more money than those who live in the country.

25 percent of those living in the cities say that they shop several times a month on-line, while the corresponding figure in the country is 14 percent.

” It is surprising that the difference is so obvious. I would think that if you have more difficult access to range of goods in physical stores, they would active commerce as an attractive alternative. But it is not the case,” says executive vice president for e-commerce in Norway Post and Bring, Gunnar Henriksen.

Both in cities and the countryside the respondents state that they shop online because it’s easy, they got a good offer and product range. In recent years, it is increasingly argued that net trade contributes to butikkdød in rural areas. Henriksen believes the new study punches on this myth.

”The figures show that trade online and physical store are not mutually exclusive but rather complement each other. It’s not as black and white as many would have us believe. Moreover, the technology offers the opportunity for those who live in rural areas to establish their own e-commerce,” says Henriksen.


Also Consumption Researcher Dag Slettemeås at the National Institute for Consumer Research (SIFO) believe the difference is surprising.

– It is surprising. One would expect that people in rural areas have more need for a wider range of services, and therefore are adopting e-commerce more than urban dwellers. Web access is also relatively evenly distributed across the country, says Sletternås to NTB.

He believes that city people do more online because they are exposed to more advertising than those who live in rural areas.

”You may also find there is a greater proportion of people in cities with digital literacy, but it is something that needs to be investigated,” says Slettemeås.