UK online shoppers make 87% of their retail purchases online, up from 80% in 2017, according to Royal Mail’s annual Delivery Matters report. The proportion of money being spent online has increased as shoppers look for good value for money. The ability to compare prices and a wider choice of products are the key reasons for shoppers going online as opposed to shopping in-store. On average, shoppers spend £34 on each online transaction.
- Use of social media sites to shop online is on the rise. 22% of UK consumers purchased an item after seeing something on social media. Younger shoppers (48%), women (29%) and those living in urban areas (38%) are more likely to have purchased items after seeing posts on social media.
- On average, men spent £255 online over a period of three months, whereas women spent £204. Younger shoppers also typically buy online more frequently than shoppers of an older age. On average, those aged between 18-54 years purchased seven items, compared to six for those over the age of 55 years old.
- Laptops are the device most commonly used in the evening, while smartphones are most likely to be used at all other times of the day. 78% now use their smartphone for online shopping whilst travelling or commuting, up from 71% in 2017.
People continue to look online for the best deals and prices and this is driving the proportion of money being spent online, which has increased for the second year in a row. Retailers of all sizes must ensure they are responding to the ever changing digital landscape alongside trends in online shopping behaviour being led by younger shoppers.