A report published yesterday by BMRB’s Target Group Index shows purchasing via the internet blasting out of nowhere in October 2000 to an astonishing 30% this spring.
According to TGI, growth in web shopping during the six-month period far outstrips the number of people going online for the first time – underscoring a major change in cyber-shopping attitudes among existing web-users.
One reason for the phenomenon, says TGI, is the increased emphasis on security. Many internet traders now indemnify shoppers who lose money from their credit or debit card accounts as a result of illicit third party viewing of their online data.
TGI also highlights what’s hot in online buying. Holidays and flights lead the pack with 28% of all purchases; music and videos follow with 23% while books account for 21%.
As to demographics, over half the shopaholics are male, with those in the 15-24 age group 45% more likely to buy than the average adult. At the other end of the scale is the 65+ age group, eighty per cent of whom are less likely to buy online than the norm. Socio-economic groups A and B are fifty per cent more likely to cybershop than groups lower in the scale.
Internet shoppers predictably rate themselves more likely to keep abreast of technological developments than the average John (or Joan) Bull; and are likewise more favourably inclined towards interactive services such as TV home shopping. More than one third are also well disposed towards video-on-demand services.
Indicative of the web’s growing role in Britons’ lifestyles is TGI’s finding that the number who believe “internet shopping makes life easier” has risen from ground zero to six per cent.
News source: Daily Research News Online