As one would expect, the number of broadband internet connections has increased significantly since 2006. In 2006, just 34 percent of private households used a broadband connection to access the world wide web. This jumped in 2007 to 50 percent, eventually reaching 88 percent of German households using a broadband internet connection in 2015.
German consumers have also become more willing to engage in online shopping, embracing the Amazon platform in particular. Amazon's online retail market share in Germany increased from 11.2 percent in 2008, to reach 25.5 percent of the market in 2015. The amount of revenue Amazon generated in Germany rose from 2.2 billion euros in 2009, to reach 6.48 billion euros in 2013. In doing so Amazon overtook Otto Group Online's, generating nearly three times more online revenue in the process. In 2016, 23.73 million consumers bought an electronic device from a major online retailer, up from 19.47 million people in 2013.