European Internet Users Demanding More from Online Suppliers

With the world increasingly heading online, users? appetite for digital content and services is ever increasing. However, according to the European Commission?s Digital Agenda, the governments of many countries (and ultimately the industry) are just not keeping up with demand.

In one respect, many businesses are simply shooting themselves in the foot, as they are not taking advantage of the increasing demand for users to buy, sell and source goods and services online. However, the onus is not solely on the businesses; governments and the digital industry as a whole could be doing so much more to help with its expansion.

A worrying statistic has revealed that only 14% of small businesses actually sold their goods online in 2011. When you contrast that statistic with consumer?s habits, you can see that there is a real demand for additional online presence from smaller businesses. For example, 71% of the UK shop online, whilst 81% use the Internet every week. This far exceeds the European Commission?s targets for 2015 of having 50% of the population shop and 75% use the Internet once a week. As you can see, there?s a growing gap between the demands of the user, and what businesses are actually offering.

So what can be done? Well governments, leading businesses and the industry as a whole could invest a great deal more into education and training within the digital landscape. The UK have benefited recently from the emergence of the Silicon Roundabout, an area of Shoreditch in East London, which attracts many digital businesses ? but this has been something that the government and industry have helped to create, and just goes to show what can be achieved with investment in time and money.

However, much more can be done, especially at an educational and training level. Whilst the Silicon Roundabout represents the future of the digital landscape in the UK, it?s very much for existing digital businesses. This is great for small businesses to take advantage of, and really gain an online presence. However, what if they just don?t understand this world? What if they?re a bit nervous or tentative? More must be done to encourage them.

Then there?s the plight of other European countries. According to the European Commission, many governments are failing to supply the basic necessities for a digital industry to thrive. There?s not enough online content, slow Internet speeds and poor ICT skills.

This is a big eye-opener for the digital industry in terms of reaching out to potential businesses with which to do future business. A little time invested in showcasing, educating and encouraging can go a long way ? so it?s high time that we, along with our respective governments, started to think about it a bit more.

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