Digital Sales Channels in the EU and USA

Internet penetration rate:

• USA: 88%
• EU: 71%

However, customer preference for digital channels is much higher in the EU than in the USA.

Preference for digital services as opposed to brick and mortar:

Mobile Telecom Sector

• USA: less than 33%
• EU: Close to 50%

Banking

• Western EU: 58%
• Northern EU: 85%
• USA: 52%

Car Insurance Sales (share of online)

• EU: 24%
• USA 17%

Personal Loans (share of online)

• EU: 27%
• USA: 16%

Reasons:

• Europe’s much more fragmented and competitive mobile telecom sector
• More innovative business models in EU due to new entrants
• US emphasis on physical presents
• US dependence on physical presence for up and cross-selling

McKinsey, Statistica