Channel-agnostic Brits do their homework

Fifty three per cent of £20-plus products bought in the UK are done so online for home delivery. In-store accounts for 39 per cent and Click and Collect eight per cent, according to research by marketing agency Savvy and involving 1,000 UK shoppers (with a focus on non-food retailing).

This also found that, in terms of research, retailers themselves are the most popular source with 51 per cent of shoppers using their sites for this purpose; 49 per cent visited stores for research; 22 per cent used product manufacturers’ websites. Blogs/websites also play an important role for shoppers with 17 per cent using them for research, although social media was favoured by just six per cent.

Alastair Lockhart, insight director at Savvy, comments: “Increasingly media rich retailer websites, the rise of social media and more flexible delivery options are making online shopping more and more compelling for shoppers to use for both researching and buying products. Spending plans span both online and stores, as well as overlapping between them – shoppers have become channel-agnostic and are prolific in their use of each and all. Smartphones too play an important role, particularly amongst younger shoppers.”

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