UK is a global leader in online shopping, says Ofcom

People in the UK spend significantly more money than other countries when it comes to online shopping, according to new research from Ofcom.

Of the 17 countries surveyed, Ofcom revealed that the UK spent an average of £1,175 per head in 2012 – up 16% year on year and £307 more than the second highest country (Australia).

The research found that UK shoppers trust online retailers more than shoppers in other countries and have greater confidence in the security of the sites they buy from.

83% agreed that they trust online retailers to send the correct item, compared to 68% of Italian consumers; and while 50% of Spanish consumers worry about their goods being delivered, just one in three UK consumers have the same concerns.

In terms of online advertising, UK consumers are significantly more trusting than other countries, with eight in 10 saying that they were confident in the accuracy of advertising, compared with less than half of Japanese consumers.

Equally, UK consumers were found to be much more trusting of financial security online, with 70% saying that they felt secure when paying for products online.