E-commerce turnover in Greece is expected to total 1.4 billion euros this year, up 75 pct from 2009, with the annual average purchase from an on-line shop totaling 1,500 euros, a survey on e-commerce announced on Tuesday.

The survey, conducted on 1,106 on-line Greek consumers during the September-October period by ELTRUN, the e-commerce laboratory of the Athens Economics University, described the typical Greek on-line retailer as a heavy internet user, with 37 pct of users surfing through the Internet more than 30 hours per week. On-line consumers also used other social network media, such as Facebook (42 pct), blogs (31 pct), chat/instant messaging (21 pct) and forums (23 pct).

On-line consumers’ purchases focused mainly on IT goods (63 pct), electronic items (50 pct), travel tickets (42 pct), hotel reservations (32 pct), books (32), home and electrical appliances (26 pct), clothing/footwear (21 pct) and cosmetics (10 pct).

Fifty pct of internet users surveyed completed e-banking transactions, another 42 pct searched for information on daily offers, 16 pct participated in on-line auctions and another 16 pct viewed real estate property.

Analysts said the Greek market was a mature B2C market, with 51 pct of consumers completing more than five purchases in the first half of 2010.

The e-gambling sector is a small but emerging market, with 31 pct of Greeks users making internet transactions participating in e-gambling operations in the first half of the year, a market estimated at around 300 million euros