April 27, 2010, 3:33 PM

More than half of British adults shop online, says report

51.1% of British adults say they shop online, a 9.7% increase from 46.6% a year ago, according to Interactive Media in Retail Group, a U.K.-based e-commerce trade group. The finding marks the first time the percentage of British online shoppers topped 50%.

Internet Retailer

51.1% of British adults say they shop online, a 9.7% increase from 46.6% a year ago, according to Interactive Media in Retail Group, a U.K.-based e-commerce trade group. The finding marks the first time the percentage of British online shoppers topped 50%.

“This huge growth is due almost entirely to consumers’ eagerness to embrace the convenience, choice and savings that e-retail offers them,” says James Roper, CEO of Interactive Media in Retail Group.

The study also found that men are slightly more likely to be online shoppers than women, as men represent 50.2% of web shoppers but only 48.5% of the adult population.

Underlying the growth in online shopping is consumers’ increased Internet access. 66.7% of British adults have Internet access, a 5.7% jump from 63.1% in 2008, says the report.

As Internet access continues to grow, so will the penetration of online shopping, says the report.

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