Consumers prefer to shop online than in-store


New research shows that consumers are now heading online to make their purchases rather than visiting the physical store.

Written By

Thomas Coughlan

Posted On

06 Aug 2018

A study carried out by Empathy Broker has found that UK consumers now prefer to shop online than in-store.

51% of UK consumers stated that they prefer to shop online rather than go to the physical store. 55% admitted that they shop online more in 2018 compared to 2017. 25-34 year olds are the most active, shopping online eight times a month. This is compared to the average consumer who buys something online six times a month.

Only 13% of UK consumers visit an e-commerce site knowing exactly what product they want to buy. Whilst 42% say they have this feeling some of the time. 65% like to browse every time or frequently when they shop online, whilst a third of the consumers look for brands to give them tips about the latest trends.

In the UK, internet sales have increased by 14.3% for the amount spent in June 2018 when compared with June 2017, with the textile, clothing and footwear market seeing the greatest year on year growth at 17.5%. It is not just in the UK that e-commerce is growing with e-commerce sales reaching $2.304 trillion globally in 2017 with mobile making up 58.9% of digital sales. Mobile is also projected to reach 70% of e-commerce traffic by the end of 2018.

Voice Searches are increasing

It is not just m-commerce that is steadily growing but also new e-commerce technologies such as voice search. It is estimated that by 2020, 50% of all online searches will be voice searches. Even today around 40% of millennials use voice search before they make a purchase. This does not come as a surprise with the rising popularity of Amazon Alexa/Echo, Apple Siri and Google Assistant/Home.

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