New data from Kantar Media Compete’s Online Shopper Intelligence report shows that in the last quarter (July-September 2011) 40 percent of online shoppers in the UK made an online purchase at least once a week. The average three month spend online is dominated by grocery, furniture and electronics purchases.
Sixty-nine percent of online shoppers indicate that they research a particular product in a shop before purchasing, but 67 percent will buy the product online because they believe that they get better prices. Over half also appreciate the flexibility and convenience of 24 hour shopping on e-commerce sites.
John Thekanady, Client Services Director, Kantar Media Compete UK stated: “While the cost of living is increasing year-on-year, it is no surprise that many consumers are choosing to research carefully where the best savings can be made. If that means visiting a shop to research a product, but then purchasing it online to save money, then it shows that UK shoppers are becoming savvier, perhaps out of necessity.”
“It is invaluable for marketers to know that the majority of shoppers are likely to research purchases online and/or offline prior to buying, regardless of where the final purchase takes place. This requires that brands have integrated offline and online strategies to maintain relevance with consumers or they could lose out on vital sales,” said John Thekanady, Client Services Director, Kantar Media Compete.