November 9, 2009, 12:00 AM

U.K. shoppers plan big migration to the web, new survey reports

93% of respondents to a survey commissioned by a London-based trade association of e-retailers plan to shop online for Christmas gifts this year.

Zak Stambor

Managing Editor

A huge majority of U.K. consumers plan to shop online for holiday gifts this year, says a survey commissioned by the London-based trade association The Interactive Media in Retail Group.

Conducted by market research company eDigitalResearch, the e-Customer Service Index reports the results of a survey of 2,804 shoppers:

  • 93% plan to shop online for Christmas gifts this year. 25% plan to do more shopping online this year than last year.
  • 71% will do half or more of their shopping online.
Price will continue to be an important motivator, the research show: 88% of shoppers will research and price-compare before they buy, with almost 25% researching via mobile devices while in-store or at home.

“Younger shoppers are already buying pretty much everything online, so retailers may do well to focus on older shoppers-a growing sector with more money to spend,” says James Roper, CEO of the Interactive Media in Retail Group.

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