Online prices are on average 10% lower than offline prices
Preliminary research shows online prices are, on average, 10% lower than their offline counterparts as a result of the price transparency that search tools offer. The economic surplus captured by consumers from web services alone ranges from $18 a month per user in Germany to $28 in the UK.
The value of the surplus accruing to users of the Internet varies between $18 and $28 per user per month in each country:
SOURCE:
McKinsey study (with Internet Advisory Board); Yankee; McKinsey analysis
1 All in the same currency based on Organisation for Economic Co-operation and Development exchange rates.