The unprecedented COVID-19 pandemic has contributed to an 11% yoy increase in the monthly amount consumers spend online, according to Royal Mail’s annual Delivery Matters study.
As the study reveals, online shopping helped UK shoppers to get through the early stages of lockdown. Over a three-month period (February – April 2020), the average UK shopper spent £248 online versus £226 in the same period in 2019, which amounts to an average £83 a month, compared to £75 in 2019.
Additionally, social media influence continues to grow, with 25% of people purchasing items online after seeing posts or comments by others, with younger shoppers (47% of 18-34s) and women (30%) most likely to have made a purchase after being influenced by online posts.
The reasons for opting to shop online rather than in-store remain similar to last year: ease of comparing prices (53%), more choice (51%), easier to search and buy (49%) as well as the comfort and convenience of shopping from home (44%).
In terms of the most popular days when people like to shop online, Friday and Saturday led the charge. Although 67% said they were not swayed by one day in particular as they would gladly shop on any day of the week.
As for the preferred time, smartphone users tend to be night owls (59% shopping between midnight and 6am), whilst those using desktops typically make purchases during the day.
Two thirds of shoppers prefer home delivery but if that option isn’t on offer, the Post Office remains the most trusted alternative (73%). Delivery to the local Royal Mail Customer Service Point was preferred by 67% of online shoppers (up from 64% in 2019).
It’s also not all doom and gloom for the high street. The research shows that 90% of UK online shoppers continue to purchase in-store as lockdown restrictions ease.
Environmental concerns are of growing importance to UK consumers. Almost two-thirds (62%) of younger shoppers (18-34-year olds) consider it important that retailers offer environmentally friendly delivery.
With more than 90,000 postmen and postwomen and the UK’s largest feet-on-the-street network and trials of alternative energy vehicles in progress, one in five believe Royal Mail offers a green delivery service. This is twice as many as the closest competitor.
Nick Landon, Chief Commercial Officer at Royal Mail, commented: “The unprecedented COVID-19 pandemic has increased the amount consumers are spending online as well as changed online shopping habits.
“The influence of social media over what people do and do not buy continues to grow. When it comes to having their precious items delivered, online shoppers continue to put their trust in the knowledge, expertise and reassurance of the Royal Mail brand. 77% of online shoppers trust Royal Mail to deliver. That’s much more than any other carrier.”
