LONDON: Consumers in the UK are displaying increasingly nuanced behaviour when it comes to making purchases online, a study has found.

LinkShare, the affiliate network, polled 1,000 people in the country, and discovered ecommerce habits are shifting as shopper preferences change.

Overall, 74% of interviewees agreed they would wait "as long as it takes" in order to secure the most attractive deal on goods and services.

A 56% majority of participants logged on to two or three websites during the research process and prior to completing a purchase.

Another 21% of contributors visited more than three online platforms while considering which product to buy, the study added.

Having acquired an item, 40% of shoppers continued to check online in an attempt to find out if they achieved the best value for money possible.

Some differences emerged by gender, as 12% of the male respondents viewed more than five websites before making their final decision, measured against 9% of their female counterparts.

"As the consumer evolves, so must how marketers and brands appeal to them," Liane Dietrich, managing director of LinkShare, told New Media Age.

"If consumers are hungry for information, brands must align their marketing strategies accordingly, or risk starving the business of future profits."

Data sourced from LinkShare; additional content by Warc staff