UK Net Shoppers Spend £2 Billion

Shoppers on the internet in the UK spent an average £170 online in the last year. Almost £2 billion was spent in total which means e-commerce purchases accounted for 1% of all retail purchases, according to Continental Research’s latest internet report.

Its findings show a change in the type of items bought online between this year and last. Books are still the favourite online purchase, with 56% of people buying a book online compared to just 17% last year. Travel and financial products have also made increases in their online sales. There has been a fall, however, in the amount of software, clothes and magazines bought online and sales of music and entertainment tickets have remained static. This reflects the success of ad campaigns from companies such as Egg and Easyjet and the increased presence of online book retailers.

Online buying is still a one-off activity rather than a habitual one, with, on average, only four purchases per person made via the internet in the last 12 months. Overall internet usage has increased, with 39% of users surfing almost every day, compared to 31% last year.

Net users are responding more to net ads. Over half of all regular internet users have clicked on banner advertising and entered an advertiser’s website and a quarter of people say that they read, or at least glance at, all banner ads they are exposed to. Other media is drawing people to the net: 76% have looked at websites after seeing an advert in the press; 55% as a result of a TV ad; and 24% as a result of a radio ad.

Home internet access has more than doubled since December 1998, with 24% of the population surfing the net from their homes. The number of people using the net on a regular basis has risen from 8% at the end of last year to 17% in October this year.

Continental Research: 0171 490 5944