Research by YouGov SixthSense shows 9 in 10 consumers have bought items online, either on computer or mobile device, in past 6 months

Research by YouGov SixthSense shows 9 in 10 consumers have bought items online, either on computer or mobile device, in past 6 months

According to a recent YouGov SixthSense report, around nine in ten consumers have purchased items via their computer at home or via a mobile digital device in the past six months.

While using a computer was the default means of shopping online, using a mobile device emerged as a much more niche activity.

Those adults who were the most likely to own the latest gadgets and have the most positive attitudes towards modern technology were also the most likely to have engaged in electronic retailing, especially when using a mobile device.

The online survey of nearly 2,000 UK consumers found that purchases of books or DVDs and clothing or fashion items were the most common e-retailing activities undertaken by consumers overall.

Challenges of multichannel environment

The report determined the prevalence of online shopping shows that retailers now have to compete in a multichannel environment, meaning consumer expectations of service, prices and delivery are based on being able to switch one channel for another, as well as one shop for another.

If one channel/store fails to live up to expectations, demand can be switched to another. This was especially so in non?grocery markets, where the report said consumers were very willing to switch the source of purchase based purely on price, highly likely to use more than one retailer for purchases and likely to use a different retailer for electronic and bricks and mortar shopping.

The time versus money trade?off

“Retailers will have to work even harder in future to stop consumers moving elsewhere. As today’s younger consumer ages, they will become even more intolerant of delays and won’t waste time taking their business elsewhere,” said James McCoy, YouGov SixthSense research director.

The research also found a price differential of 9?10% between stores would prompt a shopper to switch from the higher?priced store to the lower?priced competitor when buying a product sold in both outlets.

While 60?70% of adults were not prepared to pay any extra in order to get a product immediately rather than wait a few days for online delivery, around one in four to one in three consumers might be tempted to switch an online order for a store visit, if the price was right.