Three quarters of UK consumers prefer online shopping

Posted on January 3, 2012


Recent research from KPMG showed that more than 77% of UK consumers looking for books, CDs, DVDs and video games prefer to shop online. With the January sales upon us, will three quarters shop online for the sales too?

Much the same is said to be true of those looking for holidays and flights, where 74% of people polled in the survey said their preference was to buy online. Grocery sales were also high, with 60% saying they had used online shopping services.

The figures, part of a global study by the professional services company, reveals that when it comes to embracing technology for shopping, the UK is ahead of the rest of the world.

The research also found that customers are increasingly checking both products and services online before committing to a purchase. Online reviews are popularly looked at, but the advice given on social networks is also important.

It shows a clear shift in the way people shop and live their lives, with far more interaction between the social and personal aspects. It is something that retailers will have to be sure they are in tune with when marketing themselves online.

Allowing customers to link directly to opinions of searched for products from their own network is an area which could certainly be exploited. Likewise, looking at what questions are being asked on consumer forums, and including answers in product descriptions will make sense.

It is all part of delivering an online strategy which is relevant, but is far more important than this. As shoppers become more savvy online, they become more demanding and harder to retain; and it is this that sets market leaders ahead of their competitors.

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