Nine out of ten consumers buy online

New research has found that nine out of ten consumers have

bought products online in the last six months via their computer at home or via a mobile device. The report by YouGov SixthSense, found that while computers were the default means of shopping online, using a mobile device to shop was still a niche activity.

The purchases of clothing and fashion items, as well as books and DVDs are the most common purchases online; and the research found that those adults who were the most likely to own the latest gadgets had the most positive attitudes towards modern technology and were also the most likely to have bought products online, especially when using a mobile device.

YouGov said the prevalence of online shopping showed that retailers now had to compete in a multichannel environment, meaning consumer expectations of service, prices and delivery were based on being able to switch one channel for another as well as one shop for another.

The research showed that a price differential of 9-10% between stores would prompt a shopper to switch from the higher-priced store to the lower-priced store when buying a product sold in both outlets.

While, 60-70% of adults were not prepared to pay any extra in order to get a product immediately rather than wait a few days for online delivery, around one in four to one in three consumers might be tempted to switch an online order for a store visit, if the price is right.

“Retailers will have to work even harder in future to stop consumers moving elsewhere. As today’s younger consumer ages, they will become even more intolerant of delays and won’t waste time taking their business elsewhere,” said YouGov SixthSense research director James McCoy.