Regular internet shoppers now spend over £6,000 a year onlineby
The typical online shopper spends more than £6,000 a year via ecommerce sites, according to data from digital commerce experts, Tryzens.
The report, UK Online Shopping Consumer Preferences, was commissioned to analyse the choices, experiences, preferences and behaviours of over 1,000 UK consumers, and found a sharp increase in online expenditure among regular ecommerce users.
The figure is in contrast to statistics from RetailMeNot earlier in the year, that forecast that the average UK resident will spend £1,174 online this year, a total of £52.25bn across the year and over £150 more than the average spend of residents of its next nearest European counterpart, Germany.
Other statistics from Tryzen’s report included that:
- The most significant spend by online shoppers is on food - £132 per month – followed by travel, fashion, electronics and homewares.
- That, in terms of ‘frequency’ of shopping there is no material difference between men and women, with 66% of women making a purchase within a week as compared to 63% of men.
- The most active shoppers are aged between 26-45.
- Those earning over £45,000 also tend to be the most active shoppers.
- Peak online shopping hours are between 6pm and 8pm with 29% of respondents accessing the internet during this two hour window, which then drops to the next highest period (at 21%) between 8pm and 10pm.
The revelations comes at a time when the BDO high street sales tracker reports August 2015 as having the worst comparative high street shopping sales since November 2008, falling by 4.3% compared to the same month last year.
“We are clearly working in a time of dynamic transition to a new level of convenience for consumers,” says Andy Burton, CEO, Tryzens.
“Consumer expectations are increasing and confidence in online experience is driving growth in online shopping online, where people now assume to be able to access goods how, when and where they want; when international boundaries are more about culture and tax than trade restrictions, and the content of ‘global’ becomes the new norm for sourcing the right product at the right price.”
Daniel Todaro, managing director of field marketing agency, Gekko believes the combined statistics highlights the need for retailers to bridge the gap better between the on and offline shopping experience:
“In the midst of an August sales slump, retailers need to raise their game and maximise opportunities with shoppers visiting the high street. With a recent increase in average disposable income giving shoppers extra spending money, retailers need to ensure that they are providing an excellent customer experience with expert advice to influence purchases.
“Our recent consumer study, which investigates what drive shoppers in-store and online, has revealed that 50% of shoppers feel a lack of in-store staff is impacting on their final decision to make a purchase. Moreover, 36% of shoppers use advice from an in-store expert to influence their purchase decisions, an important point when considering the sales slump. Perhaps a focus on improving the omnichannel experience and maximising opportunities to interact with shoppers on the shop floor would improve the fortunes of the high street.”
Chris is Editor of MyCustomer. He is a practiced editor, having worked as a copywriter for creative agency, Stranger Collective from 2009 to 2011 and subsequently as a journalist covering technology, marketing and customer service from 2011-2014 as editor of Business Cloud News. He joined MyCustomer in 2014.