The Christmas decorations arrived in Tesco this week, so it must be time to look at online shopping again. Two surveys last week examined the way that shoppers use the net (Continental Research) and what they buy compared to last year (Experian).
The numbers purchasing on the internet have more than doubled to 10.7 per cent of all adults since the beginning of the year, according to Experian, and buying is taking place more frequently. The findings were from a survey of more than half a million internet users.
The main falls in market share were in the sectors of health (down from three per cent of purchases to one per cent) and financial services, which has slumped from four per cent to just one per cent. This represents a net decline despite the rise in the overall market size and a stunning reversal in one of the most heavily touted sectors.
But the news is not all bad. The frequency of buying has increased, with 3.3 per cent of the UK adult population making at least four online purchases since January.
Holidays, books, computer games and music remain as the most popular products, and each of these categories is increasing as a proportion of online purchases. Holiday purchasing is up from 14 per cent to 17 per cent of online purchases.
Continental found that the average spend per regular internet user reached#430 over the past year. But it also found that attracting shoppers into the online store is the main problem for most retailers.
The effectiveness of banner advertising has seen a sharp fall. Respondents claimed to read or glance at only 12 per cent of all banner ads they were exposed to - down from 25 per cent last year.
The internet has become a powerful shopping research tool, with 93 per cent of regular users now relying on the web to research products or services before buying.
In the books, records and CDs sectors, 41 per cent researched over the internet and 29 per cent ended up buying. In the travel/tickets sector, 55 per cent researched via the net, leading to 22 per cent making a purchase.
Experian found that internet shoppers are mainly younger and wealthier people.
Measured against the national norm, the age group which is most over-represented among online shoppers is young people aged18 to 25 (at more than double the national average).
Nick Rosen is a director of The Online Research Agency. email: nick@online-agency. com or tel: 0797 1543703.
Vital statistics - This week With Christmas approaching, how have online purchasing habits progressed since this time last year?
The Christmas decorations arrived in Tesco this week, so it must be time to look at online shopping again. Two surveys last week examined the way that shoppers use the net (Continental Research) and what they buy compared to last year (Experian).
The numbers purchasing on the internet have more than doubled to 10.7 per cent of all adults since the beginning of the year, according to Experian, and buying is taking place more frequently. The findings were from a survey of more than half a million internet users.
The main falls in market share were in the sectors of health (down from three per cent of purchases to one per cent) and financial services, which has slumped from four per cent to just one per cent. This represents a net decline despite the rise in the overall market size and a stunning reversal in one of the most heavily touted sectors.
But the news is not all bad. The frequency of buying has increased, with 3.3 per cent of the UK adult population making at least four online purchases since January.
Holidays, books, computer games and music remain as the most popular products, and each of these categories is increasing as a proportion of online purchases. Holiday purchasing is up from 14 per cent to 17 per cent of online purchases.
Continental found that the average spend per regular internet user reached#430 over the past year. But it also found that attracting shoppers into the online store is the main problem for most retailers.
The effectiveness of banner advertising has seen a sharp fall. Respondents claimed to read or glance at only 12 per cent of all banner ads they were exposed to - down from 25 per cent last year.
The internet has become a powerful shopping research tool, with 93 per cent of regular users now relying on the web to research products or services before buying.
In the books, records and CDs sectors, 41 per cent researched over the internet and 29 per cent ended up buying. In the travel/tickets sector, 55 per cent researched via the net, leading to 22 per cent making a purchase.
Experian found that internet shoppers are mainly younger and wealthier people.
Measured against the national norm, the age group which is most over-represented among online shoppers is young people aged18 to 25 (at more than double the national average).
Nick Rosen is a director of The Online Research Agency. email: nick@online-agency. com or tel: 0797 1543703.
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