UK shoppers are buying more and more online but are also increasingly holding back purchases until they can snap up bargains at special sales, while home delivery remains the dominant preference, according to new Royal Mail research revealed today.
Royal Mail’s annual survey on the preferences and habits of online shoppers in the UK – Delivery Matters – reveals that while consumers say they are shopping more and spending more online, they have increasingly high expectations of e-commerce retailers when it comes to getting good value.
Royal Mail’s research reveals that value for money is the main driver for shoppers going online; it was chosen by 84% of consumers. This focus on value has led shoppers to become savvier when it comes to sales. Over a quarter (26%) of today’s consumers would hold off placing an online order so they can benefit from a sale event, such as Black Friday or Amazon Prime Day.
Delivery Matters is Royal Mail’s regular market analysis based on the responses of 1,500 shoppers who have bought non-grocery items including clothes, shoes, electronics and digital services online in the last three months.
The latest report reveals UK consumers are shopping more with 63% of respondents report they are doing more shopping online this year. They are also spending more with 86% of the non-grocery shopping budget now spent online, up from 80% in 2014. The average spend is increasing. Consumers spent an average of £287 per person online in the last three months vs £274 spent online in the same period in 2014.
In addition, Brits are abandoning their cart less. This year only 21% of shoppers claim to frequently abandon their online shopping basket, compared to 32% in 2014.
It’s not just that people are shopping and spending more online, e-commerce is becoming increasingly portable, the survey showed. Tablet and mobile use increased again this year (both now at 24%, up from 19% and 22% respectively in 2014) and laptop use also grew (up to 65% vs. 60% last year) while traditional desktop declined (down to 41%, this has declined from 46% last year).
When it comes to receiving their purchases, delivery to the home remains the preferred option, favoured by 71% of online shoppers. Other than the home, the most popular delivery location, and chosen by around a third of shoppers (32%), is delivery to a neighbour. Only 16% favour Click and Collect. Of those online shoppers who have received their purchases via Royal Mail, 81% were extremely satisfied or very satisfied.
Delivery Matters found that clothes and books still dominate as e-commerce’s most commonly purchased categories: nearly half (49%) of online shoppers purchase clothes online, with 26% shopping for footwear, and 38% buying physical books.
Nick Landon, Managing Director, Royal Mail Parcels, said: “Our latest market analysis shows that shoppers are not just savvy, they are increasingly shrewd when it comes to where and when they spend their money online. The fact that over a quarter of consumers will hold back from placing an order if they think a sales event is on the horizon, should make compelling reading for e-retailers.”
