The average UK online shopper spends £559 a month via the internet – more than £6,000 a year in total, according to a new study.
Men, according to the first part of the Tryzens study, UK Online Shopping Consumer Preferences, spend more at an average of £686 a month, while women spend an average of £475 a month. But both shop at a similar frequency, with 66 per cent of women making a purchase in a week, and 63 per cent of men.
Andy Burton, CEO, Tryzens, said, “The UK is a clear leader in the field of enabling transition from traditional in-store and catalogue based sales to online shopping. This has been fuelled by a strong economy, a large population in a relatively small geographic area, and a renowned capability for innovation and invention.”
The study questioned 1,000 UK consumers to study their online shopping preferences by gender, age, income level and geography.
It found that the most significant online spend was on food, at an average cost of £132 a month, followed by travel, fashion, electronics and homewares, and that peak online shopping hours are between 6pm and 8pm, according to 29 per cent of participants, while the next highest period (21 per cent) is between 8pm and 10pm.
The most active shoppers, found the study, are aged between 26 and 45. Those earning more than £45,000 also tend to be the most active. But lower earners, on between £10,000 and £15,000, spend as much as 40 per cent of their gross income online, while those earning between £60,000 and £100,000 spend about 14 per cent.
Burton continued, “We are clearly working in a time of dynamic transition to a new level of convenience for consumers. Consumer expectations are increasing and confidence in online experience is driving growth in online shopping online, where people now assume to be able to access goods how, when and where they want; when international boundaries are more about culture and tax than trade restrictions, and the content of ‘global’ becomes the new norm for sourcing the right product at the right price.”
Tryzens says the research has uncovered Generation Consumer, offering a “tremendous opportunity” for engagement. The second part of the study, “UK Online Shopping Consumer Preferences H2 2015: Ecommerce Feature Priorities” will launch on 1st October.