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In Italy, one of the top five countries in Europe for online spending, more people do not buy online regularly than those who do (42%).
The country is divided in two: in the North, the percentage of regular buyers is between 40 and 50 per cent, while in the South it drops below 40 per cent. Low uptake is also found in several Balkan countries and in many regions of Romania, Bulgaria and Turkey, which is also included in the map.
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