Online Customers Search For Bargains

The desire for a bargain is tempting more UK consumers online, with new research from Mintel showing that price is still a key factor in internet buying decisions, and more consumers are using auction sites such as eBay. Mintel found that over the last three months Internet access has grown to 57 per cent of all adults, an increase of around 3m people. As a result, 27.8 million people are now online in the UK.

Mintel forecasts that penetration levels are likely to reach a maximum of three quarters of all adults. In the short-term, six in ten will be online in six months time, while the figure will reach 67 per cent over the next two years.

Almost half of the population use the Internet at home, while around three in ten use it at work or place of study. As many as 10 per cent of British now use the Internet outside the home, work or place of study such as at Internet cafes, libraries and when mobile. Some 10 per cent of internet users bought from an auction site in the first quarter of this year, amounting to a substantial 2.7mn adults. A further 20 per cent of Internet users browsed auction sites with an intention to purchase, during the same period.

The single most important reason for consumers to purchase online is price, whilst the importance of reputation and brand comes way down the list.

Security, at 55 per cent, is the second most important factor for online shoppers when deciding whether or not to purchase online. It is very nearly seen as being as important as value for money, which was mentioned by 57 per cent of internet users.