1. Scandinavia B2C E-Commerce Report 2011November 2011 Provided by RESEARCH ON INTERNATIONAL MARKETS We deliver the facts you make the decisions November 2011Publication Date November 2011Language EnglishFormat PDF & PowerPointNumber of Pages/Charts 166Covered Countries Sweden, Norway, Finland, DenmarkPrice Single User License: 2,950 (excl. VAT) Site License: 5,900 (excl. VAT) Global Site License: 8,850 (excl. VAT) yStats.com GmbH & Co. KG Telefon: +49 (0) 40 - 39 90 68 50 info@ystats.com www.twitter.com/ystats Behringstr. 28a, 22765 Hamburg Fax: +49 (0) 40 - 39 90 68 51 www.ystats.com www.facebook.com/ystats

2. Scandinavia B2C E-Commerce Report 2011Key Findings Covering Sweden, Norway, Finland & Denmark wedenwastheleadingScandinaviancountryintermsofInternetusersinMay2011,reachingmorethan6 S million. However, Norway was ahead of the other countries in terms of average hours per visitor. In2010,DenmarkwastheleadingNordiccountryintermsoftheaveragenumberofonlinepurchases, followed by Norway, Sweden and Finland. Denmarkaccountedforthehighestshareofonlineshopperswhoinformedthemselvesusingasearchengine before making a purchase in 2010, followed by Finland, Sweden and Norway. Books/Magazines/E-learningMaterialandClothes,SportsGoodsweretheleadingproductcategoriesin Sweden.InNorway,TravelandHolidayAccommodationwasleading,whileinFinland,theleadingproduct categoryinB2CE-CommercewasClothes,SportsGoods.Furthermore,thefavoriteproductcategory amongonlineconsumersinDenmarkwasTicketsforEventsin2010. FashiononlineretailerEllosisactiveinallScandinaviancountries,andisespeciallyleadinginSwedenand Finland. Furthermore, consumer electronics retailers such as Elkjop and Komplett are very popular among Scandinavian online shoppers.Company and Product Information About our Reports Market reports by yStats.com inform top managers about recent market trends and assist with strategic company decisions A list of advantages yStats.comprovidessecondarymarketresearch:Byusingvarioussourcesofinformationweensure maximum objectivity for all obtained data. As a result companies get a precise and unbiased impression of the market situation. Theanalyses,statisticalreportsandforecastsareonlybasedonreliablesourcesincludingnationaland internationalstatisticaloffices,industryandtradeassociations,businessreports,businessandcompany databases, journals, company registries and news portals. OurinternationalemployeesresearchandfilterallsourcesandtranslaterelevantinformationintoEnglish. This ensures that the content of the original studies is correctly interpreted. yStats.comdeliversallresearchresultsasPowerPointfiles.Alldatacanthereforebeuseddirectlyforboard presentations or be individually adapted. Ifrequired,yStats.comprovidesin-depthanalysisforallresearchprojects.Simplysendusarequest. About yStats.com yStats.comhasbeencommittedtoresearchup-to-date,objectiveanddemand-baseddataonmarketsand competitors from various industries since 2005. HeadquarteredinHamburg,Germany,thefirmhasastronginternationalfocusandisspecializedin secondary market research. Inadditiontoreportsonmarketsandcompetitors,yStats.comalsocarriesoutclient-specificresearch. ClientsincludeleadingglobalenterprisesfromvariousindustriesincludingB2CE-Commerce,electronic payment systems, mail order and direct marketing, logistics as well as banking and consulting. yStats.com GmbH & Co. KG Telefon: +49 (0) 40 - 39 90 68 50 info@ystats.com www.twitter.com/ystats Behringstr. 28a, 22765 Hamburg Fax: +49 (0) 40 - 39 90 68 51 www.ystats.com www.facebook.com/ystats

3. Scandinavia B2C E-Commerce Report 2011Table of Contents (1 of 4) - Sweden 1. Management Summary 6. Users / Shoppers 2. Trends EuropeanInternetUsagebyCountry,rankedbytotal UniqueVisitors,May2011 InternetandB2CE-CommerceTrendsinSweden IndividualsinEuropeusingtheInternet,byCountry, ActivitiesoftheSwedishPopulationontheInternet in %, 2008-2010 within3Months,in%,2010 InternetandBroadbandHouseholdPenetration,by StepstakenbeforemakingaPurchaseonlineinthe Households, in %, 2008-2010 Nordic Region, in %, 2010 InternetUsers(millions)andPercentageofCountry AverageNumberofPurchasesinNordicCountries,6 Population in Sweden, 2007-2010 MonthstoQ32010 PercentageofPopulationthatusestheInternetona ConsumersDriverstoB2CE-CommerceinSweden, in %, Q3 2010 daily Basis in Sweden, in %, 2003-2010 SourcesofB2CE-CommerceProductInformationfor InternetUsage,byAgeGroupsinSweden,in%, Consumers in Sweden, in %, Q2 2011 2010 ShareofOnlineShoppersboughtfromAbroadin OnlineShoppersinSweden,in%ofInternetUsers, Nordic Countries, in %, 2010 2000-2010 HomeShopping(incl.E-Commerce)Payment OnlineShoppersbyAgeGroupsinSweden,in%, MethodsintheNordicRegion,in%ofHome 2010 Shoppers, 2010 BroadbandTrendsinSweden PenetrationofOnlineShoppersinSweden,byAge Group and Gender, in % of Population, 2010 InternetUserswhohavemadeOnlinePurchasesin 3. Sales NordicCountries,in%,last6MonthstoQ32010 ShareofConsumerswhobuyGoodsOnlinein B2CE-CommerceSalesinSweden,inSEKbillion, Sweden, in %, Q2 2011 2003-2011f ShareofConsumerswhoplantoshopOnlinein AveragetotalOnlineSpendingpercapitainNordic Sweden, in %, Q3 2011 Countries, in EUR, Q3 2010 4. Shares ShareofB2CE-CommerceontotalRetailSalesin Sweden, in %, 2005-2011f 7. Players Top10mostpopularOnlineShopsinSweden,in%, 5. Products October2010 TypesofGoodsandServicesboughtOnlinein LeadingB2CE-CommercePlayersinSweden;by Sweden, by Age Groups, in %, 2010 UniqueVisitorsandAudienceReach,September2011 B2CE-CommerceSalesofselectedProduct Categories in Sweden, in SEK billion, 2010 20SwedishOnlineShops,rankedbydifferent GrowthofselectedB2CE-CommerceProduct Usability Criteria, in %, August 2011 Categories in Sweden, in %, Q2 2011 vs. Q2 2010 FactsaboutAdlibris.com B2CE-CommerceperProductCategoryinSweden, FactsaboutCdon.se in %, Q3 2010 ShareofSwedishConsumerswhoexpecttoincrease FactsaboutEllos.se Consumption in selected B2C E-Commerce Product NewsaboutMembers.com,2011 Categories, in %, Q3 2010 ShareofProductsboughtfromAbroad(fromforeign Sites) in Nordic Countries, by Category, in %, 2010 yStats.com GmbH & Co. KG Telefon: +49 (0) 40 - 39 90 68 50 info@ystats.com www.twitter.com/ystats Behringstr. 28a, 22765 Hamburg Fax: +49 (0) 40 - 39 90 68 51 www.ystats.com www.facebook.com/ystats

4. Scandinavia B2C E-Commerce Report 2011Table of Contents (2 of 4) - Norway 1. Management Summary 6. Users / Shoppers 2. Trends IndividualsinEuropeusingtheInternet,byCountry, in %, 2008-2010 ICTUsageinHouseholdsinNorway,Q22011 InternetandBroadbandHouseholdPenetration,by PurposeandNatureofActivitiesontheInternetin Households, in %, 2008-2010 Norway,in%ofInternetUsers,3monthstoQ22011 EuropeanInternetUsagebyCountryRankedbyTotal StepstakenbeforemakingaPurchaseonlineinthe UniqueVisitors,May2011 Nordic Region, in %, 2010 InternetUsers(millions)anditsPercentageof ShareofOnlineShopperswhoboughtfromAbroadin Country Population in Norway, 2005, 2007 & 2010 Nordic Countries, in %, 2010 FrequencyofInternetUsagebyGender,Age& AverageNumberofPurchaseswithinlastsixMonths in Nordic Countries, Q3 2010 Employment, in %, Q2 2011 HomeShopping(incl.E-Commerce)PaymentMethods LocationofInternetUsagebyGender,Age& in the Nordic Region, in % of Home Shoppers, 2010 Employment, in %, Q2 2011 ConsumersDriverstoE-CommerceinNorway,in%, TotalBroadbandSubscribersinNorway,comparedto Q3 2010 Germany,USAandtheOECDAverage,2006-2010 HouseholdsinNorwaywithAccesstodifferentICTby BroadbandSubscribersper100Inhabitantsin Income,inNOKthousand,in%,Q22011 Norway,comparedtoGermany,USAandtheOECD BroadbandAccessTrendsinNorway,Q22011 Average, 2006-2010 InternetAccessbyvariousHouseholdCategoriesin BroadbandSubscribersinNorway,byAccess Norway, Q2 2011 TechnologycomparedtotheOECDAveragein%, MobileInternetAccessPenetrationinEurope,by 2010 Country, in %, 2010 PenetrationofOnlineShoppersinNorway,compared to EU27 Average, in %, 2006-2010 3. Sales EUComparisonofOnlineShopperPenetration,in% of Population, 2010 B2CE-CommerceSalesinNorway,inGBPbillion, 2009-2010 OnlineShoppersinNorwaybyAgeGroups,compared to EU27 Average, in %, 2010 AveragetotalOnlineSpendingpercapitainNordic Countries, in EUR, Q3 2010 PenetrationofOnlineShoppers,byAgeGroupand Gender, in % of Population, 2010 4. Shares InternetUserswhohavemadeOnlinePurchasesin thelastsixMonthsinNordicCountries,in%, Q3 2010 B2CE-CommerceShareontotalRetailSalesin Norway, in %, 2009-2010 5. Products 7. Players TypesofGoods/ServicesboughtovertheInternetin LeadingB2CE-CommercePlayersinNorway;by Norway,in%,12MonthstoQ22011 UniqueVisitorsandAudienceReach,September2011 TypesofGoods/ServicesboughtovertheInternetin LeadingOnlineShopsinNorway,inTermsof Norway,byGender&Age,12MonthstoQ22011 estimatedNumberofOrders,January2011 B2CE-CommerceperProductCategoryinNorway, FavoriteNorwegianOnlineShopsaccordingto in %, Q3 2010 ConsumersinNorway,in%,January2011 ShareofNorwegianconsumerswhoexpectto The20cheapestElectronicsOnlineShopsinNorway, increase Consumption in selected B2C E-Commerce in%,July2011 Product Categories, in %, Q3 2010 FactsaboutElkjop.no ShareofProductsboughtfromAbroadinNordic FactsaboutKomplett.no(incl.Mpx.no) Countries, by Product Category, in %, 2010 FactsaboutBokklubben.no(incl.Bokkilden.no) yStats.com GmbH & Co. KG Telefon: +49 (0) 40 - 39 90 68 50 info@ystats.com www.twitter.com/ystats Behringstr. 28a, 22765 Hamburg Fax: +49 (0) 40 - 39 90 68 51 www.ystats.com www.facebook.com/ystats

5. Scandinavia B2C E-Commerce Report 2011Table of Contents (3 of 4) - Finland 1. Management Summary 6. Users / Shoppers 2. Trends EuropeanInternetUsagebyCountryRankedbyTotal UniqueVisitors,May2011 B2CE-CommerceTrendsinFinland,2010/2011 IndividualsinEuropeusingtheInternet,byCountry, ClothingB2CE-CommerceTrendsinFinland, in %, 2008-2010 2010 & 2016f InternetandBroadbandHouseholdPenetration,by GroceryB2CE-CommerceTrendsinFinland,2010 Households, in %, 2008-2010 HomeShoppingPaymentMethodsintheNordic Region, in % of Home Shoppers, 2010 InternetUsers(millions)andPenetration,in%of StepstakenbeforemakingaPurchaseonlineinthe total Population, 2005-2010 Nordic Region, in %, 2010 InternetActivitiesinFinland,byAgeGroupsand AverageNumberofPurchaseswithinlastsixMonths Gender,in%ofPopulation,October2010 in Nordic Countries, Q3 2010 InternetUsersinFinlandbyAgeGroups,in%, ConsumersDriverstoE-CommerceinFinland,in%, Q3 2010 previous3monthstoOctober2011 ShareofOnlineShopperswhoboughtfromAbroadin BroadbandSubscribersinFinland,byAccess Nordic Countries, in %, 2010 TechnologycomparedtotheOECDAveragein%, 2010 OnlineShoppersinFinlandbyAgeGroups,in%, 3. Sales 2010 B2CE-CommerceSalesofGoods,Servicesanddigital PenetrationofOnlineShoppersinFinland,byAge Content in Finland, in EUR billion, 2010 Group and Gender, in % of Population, 2010 BreakdownofB2CE-CommerceSalesinFinland, ShareofOnlineShoppersinFinland,comparedtothe into domestic and foreign Trade, in %, 2010 EU27 Average, in %, 2005-2010 AveragetotalOnlineSpendingpercapitainNordic Countries, in EUR, Q3 2010 EUComparisonofOnlineShopperPenetration,in% of Population, 2010 InternetUserswhohavemadeOnlinePurchasesin 4. Shares thelastsixMonthsinNordicCountries,in%, Q3 2010 B2CE-CommerceShareofTotalRetailSalesin Finland, in %, 2010 5. Products 7. Players B2CE-CommerceSalesbyProductCategoryin LeadingB2CE-CommercePlayersinFinland;by Finland, in EUR million, 2010 UniqueVisitorsandAudienceReach,September2011 BreakdownofB2CE-CommerceSalesinFinland,into Goods, Services and digital Content, in %, 2010 FactsaboutHobbyhall.fi TypesofGoodsandServicesboughtonlineinFinland, FactsaboutNetanttila.com in %, 2010 FactsaboutEllos.fi TypesofGoodsandServicesboughtonlineinFinland, by Age Groups, in %, 2010 NewsabouteBay.fi B2CE-CommerceperProductCategoryinFinland, in %, Q3 2010 ShareofFinnishConsumerswhoexpecttoincrease Consumption in selected B2C E-Commerce Product Categories, in %, Q3 2010 ShareofproductsboughtfromAbroadinNordic Countries, in %, 2010 yStats.com GmbH & Co. KG Telefon: +49 (0) 40 - 39 90 68 50 info@ystats.com www.twitter.com/ystats Behringstr. 28a, 22765 Hamburg Fax: +49 (0) 40 - 39 90 68 51 www.ystats.com www.facebook.com/ystats

6. Scandinavia B2C E-Commerce Report 2011Table of Contents (4 of 4) - Denmark 1. Management Summary 6. Users / Shoppers 2. Trends EuropeanInternetUsagebyCountry,rankedbyTotal UniqueVisitors,May2011 B2CE-CommerceTrendsinDenmark,2011 IndividualsinEuropeusingtheInternet,byCountry, in %, 2008-2010 StepstakenbeforemakingaPurchaseonlineinthe Nordic Region, in %, 2010 InternetandBroadbandHouseholdPenetration,by Households, in %, 2008-2010 ShareofOnlineShopperswhoboughtfromAbroadin InternetUsers(millions)andPercentageofCountry Nordic Countries, in %, 2010 Population in Denmark, 2008-2010 AverageNumberofPurchaseswithinlastsixMonths TotalBroadbandSubscribersinDenmark,compared in Nordic Countries, Q3 2010 toGermany,USAandtheOECD,2006-2010 ConsumersDriverstoB2CE-CommerceinDenmark, LocationofInternetUsagebyGender,Age& in %, Q3 2010 Employment, in %, Q2 2011 MostpopularPaymentMethodsinB2CE-Commerce TotalBroadbandSubscribersinNorway,comparedto in Denmark, in %, Q3 2011 Germany,USAandtheOECDAverage,2006-2010 HomeShoppingPaymentMethodsintheNordic TotalBroadbandSubscribersper100Inhabitantsin Region, in % of Home Shoppers, 2010 Denmark,comparedtoGermany,USAandtheOECD MobileInternetAccessPenetrationinEurope,by Average, 2004-2010 Country, in %, 2010 BroadbandSubscribersinDenmark,byAccess TechnologycomparedtotheOECDAveragein%, 2010 3. Sales PenetrationofInternetShoppersinDenmark,comp. to EU27 Average, in %, 2006-2010 EUComparisonofOnlineShopperPenetration,in% B2CE-CommerceSalesinDenmark,inDKKbillion, of Population, 2010 2010 & 2011f OnlineShoppersinDenmarkbyAgeGroups, AveragetotalOnlineSpendingperCapitainNordic compared to EU27 Average, in %, 2010 Countries, in EUR, Q3 2010 PenetrationofOnlineShoppers,byAgeGroupand Gender, in % of Population, 2010 4. Shares FrequencyofShoppingOnlineamongOnline Shoppers in Denmark, in %, Q3 2010 & Q3 2011 InternetUserswhohavemadeOnlinePurchasesin ShareofB2CE-CommerceontotalRetailSales,in%, NordicCountries,in%,last6MonthstoQ32010 2010 & 2011f 5. Products 7. Players B2CE-commercebyProductandRegion,in%of MostpopularOnlineShopsinDenmark,in%, InternetShoppers,12MonthstoSeptember2011 Q3 2011 B2CE-CommerceperProductCategoryinDenmark, LeadingB2CE-CommercePlayersinDenmark;by in %, Q3 2010 UniqueVisitorsandAudienceReach,September2011 ShareofDanishconsumerswhoexpecttoincrease Consumption in selected Product Categories, in %, FactsaboutElgiganten.dk Q3 2010 FactsaboutBilka.dk ThemostpopularProductCategoriesinB2C FactsaboutNettorvet.dk/Coop.dk E-Commerce in Denmark, in %, Q3 2011 ShareofProductsboughtfromAbroadinNordic FactsaboutBilletnet.dk Countries, by Category, in %, 2010 FactsaboutSaxo.com yStats.com GmbH & Co. KG Telefon: +49 (0) 40 - 39 90 68 50 info@ystats.com www.twitter.com/ystats Behringstr. 28a, 22765 Hamburg Fax: +49 (0) 40 - 39 90 68 51 www.ystats.com www.facebook.com/ystats

7. Scandinavia B2C E-Commerce Report 2011 Samples RESEARCH ON INTERNATIONAL MARKETS We deliver the facts you make the decisions Trends Sales Shares Products Users / Shoppers Players The number of Internet users in Sweden reached 8.5 million in 2010, accounting for 91% of the total country population. Internet Users (millions) and Percentage of Country Population in Sweden, 2007-2010 10 100% 8,3 8,5 Number of Internet Users (in millions) 8,1 Percentage of Country Population 95% 8 7,3 90% 6 90% 91% 88% 85% 4 80% 2 80% 75% 0 70% 2007 2008 2009 2010 Number of Internet Users Percentage of Country Population Note: Individuals who accessed the Internet within the last 3 months Source: Eurostat, January 2011 32 RESEARCH ON INTERNATIONAL MARKETS We deliver the facts you make the decisions Trends Sales Shares Products Users / Shoppers Players Elgiganten.dk was the leading B2C E-Commerce player in terms of unique visitors in Denmark in September 2011. Leading B2C E-Commerce Players in Denmark; by Unique Visitors and Audience Reach, September 2011 Leading B2C E-Commerce Players, by Unique Leading B2C E-Commerce Players, by Visitors (Users) from Denmark, in thousands Audience Reach in Denmark, in % Elgiganten.dk 360 Elgiganten.dk 7,7 Bilka.dk 320 Bilka.dk 6,8 Nottorvet.dk 220 Nettorvet.dk 4,8 Saxo.com 180 Saxo.com 3,9 Billetnet.dk 120 Billetnet.dk 2,7 Ellos.dk 110 Ellos.dk 2,4 Bonaparte.dk 100 Bonaparte.dk 2,2 0 100 200 300 400 0 2 4 6 8 10 in thousand in % Note: Unique visitors (users) and audience reach only include visitors from the corresponding country per month; Selected online players with high traffic may not be included. Source: DoubleClick, October 2011 160 yStats.com GmbH & Co. KG Telefon: +49 (0) 40 - 39 90 68 50 info@ystats.com www.twitter.com/ystats Behringstr. 28a, 22765 Hamburg Fax: +49 (0) 40 - 39 90 68 51 www.ystats.com www.facebook.com/ystats

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