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The research is part of a joint venture between eDigitalResearch and Maximiles-operated ipoints.co.uk. The survey took place this November and asked questions about shopping habits. The findings support current assumptions that people will be spending less this year - with over half saying they were going to be more careful.

However, the findings also provided indications as to where online retailers can boost sales over the coming months. "With the retail sector slowing down, customer service elements are becoming more important than ever before," said Chris Russell, director at eDigitalResearch.

Price was revealed to be the most important driving force amongst the group, with over 60 per cent saying it was the most important decision-making factor. The survey also showed a 10 per cent rise in the number of people purchasing clothing online. Almost 80 per cent said they are satisfied with the customer experience they receive online.

James Roper, CEO at IMRG, said: "The most popular aspect of online shopping is its huge product range. The rise in delivery experience is fantastic news for hard-pressed consumers, and clear evidence of the terrific efforts being made by retailers and carriers working together to provide predictable and reliable delivery options."

Robert Barker, COO at Maximiles, said that bargains are key in a competitive environment: "We have already seen discount days and special offers flooding through, therefore e-retailers need to be aware that they are also competing with a desperate high street. Added value and additional benefits to the online experience can make all the difference in this slowed economy."

But beware common pitfalls, warns Russell: "The entire customer journey should be seamless. Without this, shoppers may be left disillusioned, which could affect the brand long into the coming year. Email and telephone communications and delivery are obvious areas where mistakes could be made."