national market. Banks and insurance companies mainly use branches or traveling salespeople to 
distribute their products. In addition, the Internet, mobile portals and call centers are important 
tools to offer products and services to the customer. This increasing number of online accounts 
with direct access makes it less and less necessary to be physically present via branches in each 
city or village, but banks are not able to close their branches out of consideration for older or 
low income customers without Internet access. For manufacturers (51.0%) and especially for 
retailers and wholesalers (61.3%), e commerce opens not only the possibility to improve their 
services such as after sale customer support, but also a further direct sales channel in the B2B 
and B2C area. While these two latter sectors manage to gain benefits from e commerce 
applications, the banking/insurance sector has to cope with declining service prices and free 
online services, such as online banking and brokerage services. The excellent online service 
creates benefits for the customer, but the underlying business model is less successful. 
TABLE 12  Drivers for Internet Use 
Banking/  
Manufacturing
a
Wholesale/Retail
Distribution
a
Insurance
a
Total
a
Percent indicating a significant 
factor   
GER 
Global
b
GER 
Global
b
GER 
Global
b
GER 
Global
b
Customer demanded it 
32.6 
35.4 
22.2 
37.6 
27.8 
36.7 
24.8 
36.9 
Major competitors were online 
29.8 
31.2 
45.5 
29.2 
53.7 
47.6 
42.9 
31.3 
Suppliers required it 
32.3 
26.5 
2.3 
21.3 
0.2 
12.6 
8.3 
22.3 
To reduce costs 
32.5 
42.8 
16.3 
32.3 
24.8 
34.3 
20.3 
35.7 
To expand market for existing 
product/services 51.0 
51.0 
61.3 
45.6 
45.2 
53.0 
57.9 
47.9 
To enter new businesses or 
markets 39.3 
39.2 
49.6 
44.4 
27.5 
35.6 
45.7 
42.0 
To improve coordination with 
customers and suppliers 
59.0 50.8 37.9 
40.5 35.2 39.9 42.1 43.7 
Required for government 
procurement 7.6 
19.1 
0.1 
13.7 
5.8 
11.4 
2.1 
15.2 
Government provided 
incentives 8.6 
10.5 
0.0 
7.4 
2.3 
6.7 
2.0 
8.3 
Notes:
a
Responses were weighted based on the total number of establishments by employee size within the sector for each 
country.  
 b 
Consists of weighted survey responses in 10 countries combined: United States, Mexico, Brazil, Germany, France, 
Denmark, Singapore, Taiwan, China and Japan.   
Source:  CRITO Global E Commerce Survey, 2002 
In addition to the strategic goal of expanding existing markets, the intention to enter new markets 
is at 45.7% in Germany, which is above the global sample percent. While this factor seems to be 
less significant for the already internationally active manufacturing industry (39.3%) and not an 
important factor for the also globalized banking/insurance sector (27.5%), the retail/wholesale 
industry sees its online and e commerce activities (49.6%) as a highly significant factor to enter 
new markets.  
The last important driver for Internet usage in the studied three industry sectors is the 
opportunity to improve the supply chain with customers and suppliers. Fifty nine percent of 
establishments in the manufacturing industry expect site coordination benefits from using the 
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