Consumers plan to increase online shopping

A Logan Tod product story

Edited by the Marketingweek Marketplace editorial team Mar 23, 2009

Logan Tod has revealed that 65 per cent of consumers are planning to increase their shopping online over the next 12 months in a bid to save money in the current economic climate.

The information on current consumer online shopping habits, compiled for the company's third annual Online Shopping Index, has revealed that those in the 45-years-old and over age bracket are mainly responsible for driving this growth.

65 per cent of those questioned in this age bracket said they will increase spend by at least 10 per cent.

Logan Tod said that as the over-45s become more internet savvy and comfortable with using e-commerce sites, they are realising that online shopping offers the best value, and are taking advantage of current money-off promotions.

Shoppers outside London are also purchasing more online, with the south-west region alone planning to spend 20 per cent more (when compared to the results from last year's index).

This increase can be attributed to the rise in broadband usage and the convenience of shopping from home.

By focusing on these groups, e-tailers can ensure they continue to grow steadily in 2009.

According to the index, the factors most likely to affect consumer behaviour are: low-cost delivery (71 per cent); increased money-saving offers (67 per cent); and improved description of goods and services (53 per cent).

Matthew Tod, chief executive at Logan Tod, said: 'We have already started to see signs of this predicted growth emerging in the recent online shopping results from Christmas 2008.

'With more people becoming accustomed to shopping online, it is no longer good enough to simply let the strength of your products drive your sales and traffic; you need to consider whether you are delivering a great experience for visitors to your site, or risk losing them to rivals.

'89 per cent of those consumers we questioned felt that online service is getting better - this shows that the work being done to improve the customer experience is being noticed, and is one of the reasons why the public continue to vote with their money,' Tod added.