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Internet usage % of individuals using the Internet on a daily basis (2017) 100 91 91 90 90 87 85 79 79 76 75 74 74 72 70 70 70 69 69 69 68 68 68 64 63 61 59 58 54 90 80 70 60 47 50 40 30 20 10 0 Denmark Luxembourg Netherlands Sweden Finland United Kingdom Estonia Belgium Malta Cyprus Austria Ireland France Latvia Spain Hungary Slovakia Czech Republic Italy Slovenia Lithuania Portugal Poland Greece Croatia Bulgaria Romania Germany European Union In the EU, 72% of individuals used Internet on a daily basis. Luxembourg and Denmark were the best performing countries with 91%, while the lowest positions were held by Greece, Croatia, Bulgaria and Romania with 59%, 58%, 54% and 47%, respectively. 3 Source: Eurostat

Internet activities Internet use and activities (%, 2017) 30 23 23 34 19 22 83 85 15 85 11 15 76 14 84 68 12 4 8 67 15 9 6 79 56 13 14 4 14 67 7 65 77 9 12 79 72 65 53 68 63 10 84 63 61 6 5 82 66 61 88 75 53 59 2 85 74 60 83 61 61 75 70 65 47 9 4 62 61 70 58 73 63 65 57 75 63 69 71 67 39 44 68 60 71 67 58 39 59 57 51 66 72 60 65 59 31 70 54 38 48 51 63 60 54 59 57 45 43 60 50 55 56 56 44 48 47 50 50 35 49 43 52 44 41 36 37 45 45 39 42 29 55 39 37 45 30 57 32 32 54 42 33 28 34 94 91 92 93 89 86 84 78 81 79 78 76 72 70 71 64 69 69 68 69 61 59 60 51 53 55 48 45 45 sending/receiving e-mails telephoning or video calls participating in social networks finding information about goods and services reading online news sites participating in professional networks At the EU level, sending/receiving e-mails and information searches for goods and services were the most frequent activities in 2017, with 72% of online users sending/receiving emails and 65% searching for information about goods and services. 4 Source: Eurostat

E-commerce in Europe Purchasing online in the last 3 months (% of individuals; 2017) 90 78 80 69 69 68 67 66 70 58 54 53 60 49 48 46 46 44 43 50 40 35 % 34 33 33 40 29 26 26 25 24 23 30 21 11 11 20 10 0 E-Commerce Growth (2017/2016) 50% 40% 30% 20% 10% 0% ✓ One of the most important activities that individuals perform online is the purchase of goods and services. According to Eurostat data, 48% of European citizens made at least one online purchase in the last three months of 2017, with the UK leading (78%), followed by Denmark and Luxembourg (69%), while Bulgaria and Romania had the lowest percentages. ✓ E-commerce is growing in all EU countries, especially in those trying to catch up. Romania grew the most in the last year (40%), followed by Portugal (23%), Greece (22%) and Bulgaria (22%). 5 Source: Eurostat; European Ecommerce Report 2018, Ecommerce Foundation

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Kinds of online platforms TYPE OF PLATFORM MAIN BUSINESS MODEL EXAMPLE Online marketplaces Transaction fees Amazon, eBay, Booking.com Collaborative or "sharing" economy platforms Transaction fees Uber, Airbnb, Bla-bla car Communication platforms Advertisement, subscription Skype, WhatsApp Social networks Advertisement, subscription Facebook, LinkedIn, Twitter Search engines and specialized search tools Advertisement Google search, TripAdvisor, Skyscanner News aggregators Advertisement Google news Deezer, Spotify, YouTube, Netflix, Apple TV, Music/Video sharing platforms Advertisement, subscription Canal Play App stores Transaction fees Google Play, Apple app store Payment systems Transaction fees PayPal, Apple Pay The success of the Digital Single Market depends mostly on the confidence and trust of consumers. Millions of European consumers use online platforms that range from small websites with a local reach to worldwide companies generating billions in revenues (e.g. search engines, social media, e-commerce platforms, app stores, price comparison websites) and these platforms enable consumers to access goods and services and to find online information and businesses to exploit the advantages of e-commerce. Source: Jacques Delors Institute – Berlin, ONLINE PLATFORMS AND HOW TO REGULATE THEM: AN EU OVERVIEW, JUNE 7 2018

Digital comparison tools ➢ Faced with increasingly complex information and choices online, consumers are increasingly using digital comparison tools that guide them in making a decision. ➢ According to the report, “Digital Comparison Tools Market Study” (2017) of the Competition and Markets Authority in the United Kingdom, these tools offer two types of benefits: 1. They save time and effort in searches and make comparing easier and more appealing , above all for household services that are often complicated and not of immediate interest. 2. They make suppliers compete more to provide lower prices and better consumer choices. ➢ In general, four types of comparison tool models can be found in Europe: 1) commercial websites run by the private sector ; 2) commercial websites run by the private sector but certified by the National Authority ; 3) non-commercial websites run by consumer and/or industry associations ; 4) non-commercial websites run by public authorities . 8

The use of comparison tools (1) The significance of DCTs in terms of sales volumes in 2013- 2015 in the UK 100% 90% Proportion of people that know of and have used digital comparison tools in the UK 80% 97% 100% 70% 85% 60% 80% 50% 40% 60% 30% 20% 40% 10% 0% Broadband Credit cards Home insurance Motor insurance 20% DCTs Direct Other 0% Aware of digital comparison Have used digital comparison tools tools % of all internet users Source: CMA, Digital comparison tools market study, 2017 CMA, Paper A: Consumer views, behaviour and experiences, 2017 Note: The research involved an online survey of over 4,000 consumers and 32 face-to-face interviews with an observational exercise 9

The use of comparison tools (2) Comparison sites most commonly used in the UK TripAdvisor Comparethemarket GoCompare Booking.com Use of comparison sites in the last 12 months Moneysupermarket among all Internet users in the UK, by sector Confused.com Any sector MoneySavingExpert Autotrader Motor insurance % to visit each Lastminute.com comparison site Hotels Hotels.com Expedia Flights Skyscanner Home insurance Trivago All consumers Energy uSwitch Travel insurance 0% 20% 40% 60% Broadband Credit cards 0% 20% 40% 60% 80% 100% Source: CMA, Digital comparison tools market study, 2017 ; CMA, Paper A: Consumer views, behaviour and experiences, 2017 Note: The research involved an online survey of over 4,000 consumers and 32 face-to-face interviews with an observational exercise 10

Customer care 2.0: the role of social networks Use of social networks (e.g. Facebook, LinkedIn, Xing, Viadeo, Yammer, etc.) (% of enterprises) 80 70 60 50 40 % 30 20 10 0 2014 2017 11 Source: Eurostat

Customization, profiling and the potential role of artificial intelligence Ownership of any artificial intelligence (AI) devices (robots, automated ‘personal assistants’) Ownership of AI: Top 10 countries Consumers own any AI devices China 10% Vietnam Indonesia Consumers plan to buy AI devices US 32% 58% Thailand Consumers have no interest in owning an AI device UK France Brazil Awareness of AI technology Italy Siri Poland Amazon 0% 10% 20% 30% 40% 50% 60% 70% Nest Plan to Yes Facebook Netflix Aware of AI tech Pandora Not aware of AI tech Spootify 0% 20% 40% 60% 80% 100% 12 Source: PwC, Global Consumer Insights Survey 2018

The use of chat-bots in the relationship between consumers and companies (1) Chat-bots market share (2016) Banking, fiancial services and 19% insurance Government 41% 10% Retail and E- commerce Chat-bots market growth (CAGR 2017-2021) 45% Travel and Hospitality 15% 40% 15% 35% Other 30% 25% 20% 15% 10% 5% 0% Government Retail and E- Banking, fiancial commerce services and insurance 13 Source: Technavio, Global Chatbot Market 2017-2021