One in five internet users will buy all gifts online
UK internet users have opted to forgo the chilly winter weather and shop from the comfort of their computers this year. Research by Videology suggests 81% will opt to do at least some shopping online this holiday season, with more than half choosing to buy most or all of their gifts online.
The biggest influences for holiday gift choices are personal recommendations, for 35% of internet users, but 15% are influenced by TV ads, 13% by online searches and 10% by digital ads. With the UK economy showing some signs of stabilizing, 31% of internet users expect to spend more this holiday season than last year, but even more (35%) expect to spend less.
Overall growth of retail ecommerce sales in the UK has slowed in recent years and will continue to do so, eMarketer forecasts, but according to research from the Interactive Media in Retail Group (IMRG) and Capgemini, published in September, business-to-consumer ecommerce sales growth will bounce upward again this year to 15% largely down to increasing mcommerce, which now accounts for all the growth in digital ecommerce sales, while PC or laptop sales have flatlined.
The growing popularity of mcommerce can be seen in research from IMRG and Capgemnini comparing June 2013 with June 2012. The mcommerce conversion rate has risen sharply, from 1.27% in June 2012 to 2.03% in June 2013, an increase of 59.8% year to year. Videology’s research shows the preferred purchase device is the PC or laptop for 36% of internet users, but one-quarter now opt for the smartphone or tablet. With signs that the UK economy is finally stabilizing following almost five years of uncertain growth, this year could be an mcommerce bonanza for retailers, with consumers once again shopping from home, but from their smartphone or tablet.