Younger British online shoppers are being influenced more than ever by social media in terms of buying habits, choices and decisions, according to Royal Mail’s UK Delivery Matters 2019 report.
Almost a quarter (23%) of social media shoppers have bought items after seeing posts or comments on social channels. Among 18-34 year-olds, 45% have purchased an item after viewing a post or comment from a friend, blogger or celebrity.
Furthermore, 30% of 25-34 year-olds would like to be able to shop directly on social media channels, as consumers continue to browse online for the best deals and prices, from the comfort of their home. Shoppers prefer to browse online rather than in-store for ease of being able to compare prices (54%), range of choice (51%), ease of searching (46%) and comfort (44%).
In a three-month period, the average UK shopper made an online purchase just over six times. They spent, on average, £226 online over the three months. On average, shoppers spend £38 on each online transaction they make, up from £34 last year.
Clothing is the most popular category purchased online, with women significantly more likely to buy fashion than men, 53% compared to 37%, according to the survey.
When shopping online, laptops (50%) are still the device most commonly used, but more and more shopping is being done on mobile devices, with 43% of shoppers claiming to have made a purchase via a smartphone, which is up from 39% last year.
Moreover, the location where online buyers choose to make their purchases has evolved. For most (97%), home is still the primary place to peruse and purchase but shopping while travelling or commuting is also popular (42%) as is shopping at work (42%).
Preferred timings show a bias towards later online shopping. Three-quarters (75%) make purchases online in the evening, followed by 65% in the afternoon and 52% at lunchtime.
A spokesperson for Royal Mail commented: “Over the last few years, social media has had an increasing impact on the way UK consumers shop. When browsing social media, UK shoppers are making purchases after seeing posts and this, accompanied by the rise in mobile shopping, is driving more change in shopping habits.
“The delivery and occasional return of these items is now a core part of the customer experience, so retailers should choose a delivery provider they can trust and one which offers their customers both mobile friendly channels and convenient local access points.”
