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Brits ahead of the pack when it comes to online shopping


Published: 8 December 2011

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UK consumers are ahead of other countries when it comes to adopting new technologies such as online shopping, according to the latest research.


KPMG's 'Consumer & Convergence' report shows that consumers around the world are rapidly embracing new technologies, but the UK is one of the countries that are leading the way.

The majority of respondents to the KPMG research said they would rather buy items online than visit a store.

Nearly three-quarters (74%) of Britons revealed they were more likely to buy flights and holidays via the internet, compared with a global average of 70%.

Similarly, 77% of UK consumers said they preferred to purchase CDs, DVDs, books and video games online, compared with just 65% globally.

The survey also revealed that consumers are becoming more comfortable with mobile payments.

Almost a quarter of respondents from around the world said they paid with their mobile device at retail outlets, rather than getting out their credit card.

"From buying goods on their mobile phones to keeping up with friends on social networks, consumers are increasingly reliant on a range of technologies that perform important -- yet often overlapping -- tasks," said Tudor Aw, European head of technology at KPMG. "The integration of various channels will become increasingly important as retailers begin to see many of their consumers move to online and application-based purchases."

See related: Mobile purchases of Christmas gifts set to double; Consumers using smartphones to shop

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