The UK is a Nation of Online Shoppers

Author: Adi Gaskell
Published: December 13, 2012 at 5:35 am

online shoppingLast weekend my family came to visit me in London, and my nieces wanted to see some of the big London shops whilst they were here.  The mass of people flocking around did little to persuade me that my online shopping plans this Christmas were wrong in any way, shape or form.

A new survey suggests that I'm far from alone.  The survey, conducted by online regulator Ofcom, reports that the UK is very much a nation of online shoppers, doing more online than any other nation.

The survey revealed that the average UK consumer spent over £1,000 each year online.  The country in 2nd place was Australia, with a relatively paltry £842.

A major driver of this trend for online shopping was our love of mobile browsing.  In addition to buying more stuff online, we also download more data from our mobiles than any other nation.

The study also indicated that:

  • In December 2011 the average UK mobile connection used 424MB (megabytes) of data, higher than Japanese users who averaged 392MBs.
  • 16% of all web traffic in the UK was from mobiles, tablets or other connected devices - more than any other European country.
  • Four in ten UK adults now access Facebook, Twitter and others social networks via their mobiles.
  • For 18 to 24-year-olds the figures is even higher, at 62%.

The survey looked at the use of communication technology in 17 major countries.

In addition to being fervent online shoppers, Brits are also the most likely to watch television on-demand, with 15% owning a web-enabled television, compared to 10% in America.

Ofcom said a basket of communication services - including fixed-line telephone, mobile calls and texts and fixed and mobile broadband and TV - costs on average £146 in the UK.

That was £32 cheaper than in France, £101 cheaper than Italy and £168 cheaper than the US.


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Article Author: Adi Gaskell

A writer on management issues for publications such as Professional Manager, CMI, HRM Today, Business Works and Technorati. I also cover social media for Social Media Today, DZone and Social Business News.

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