British online shopping habits

A look at online shopping habits in the UK

Modern technology makes shopping on the go easier than ever. it is estimated that by 2021 93% of internet users in the UK will shop online [1]. With that in mind, we wanted to find out what weird and wonderful places people are shopping online — whether it's in the car, in bed, or even on the toilet — and if the lockdown has changed anything.

We conducted a study of British adults before[2] and during[3] the lockdown to find out their online shopping habits and how social distancing may have affected this. Our analysis dives into the weirdest places people shop online, the weirdest products they've bought, and even items they're unlikely to buy online.

What unusual places do people shop online

No wonder that Britons like to shop from the couch (73%), hiding in bed (53%) and even surreptitiously at work (28%). But what we didn't expect to see is that the bathroom is also a favorite: 19% of shoppers admit to shopping while sitting on the toilet, and more than one in ten (10%) do so while bathing. in the bathroom.

Our research has uncovered some very unusual online shopping hotspots, including checking out during a wedding (hopefully not the bride and groom's wedding), at 30,000 feet in an airplane, on a sightseeing tour, and most shockingly, at a funeral. .

The new normal is when people shop online during the lockdown

While restrictions on where we can visit are starting to lift, people are worried about high street shopping, and with many still spending much more time at home, online shopping is definitely booming. We wanted to look at where people were shopping online during the lockdown. 

What's amazing is that 11% admitted to sitting in their car to shop online. move away from your partner, children or family. It's funny that 6% also shop online while exercising, and 5% admit to doing it even in the shower.. We really hope they have insurance for these phones! 

We weren't surprised to see 13% use long waits in supermarket lines to shop online - that's certainly a good use of wasted time.

Weird and Wonderful Things People Buy Online

While there were too many to mention, we saw everything from a dog plane ticket to a jelly-shaped queen face and even a set of tooth grills.

However, our favorites include one single sheep, Donald Trump's toilet paper, and Wolff's autograph from the '90s TV show Gladiators. - perhaps the most unusual of these are the extra lights from the Cleethorpes City Council Christmas decorations!

People are happier than ever shopping online

Before the lockdown, almost half (45%) of those surveyed said they would never buy a wedding dress online, but after social distancing measures came into play, that figure dropped to 37%. People are more likely to buy a wedding dress (63%), medicines (74%) and even a house (68%) online now than before the introduction of social distancing.

More than half of Britons (54%) shop online confidently, surprisingly this figure rises to 61% in the 45-54 age group compared to 18-24 year olds where the figure drops to 46%. More than two in five (41%) of respondents say they enjoy shopping online., with half claims that it is due to the ease and simplicity that online shopping offers.

How the attitude to buying cars has changed during quarantine

Before lockdown, 42% of Britons said they wouldn't be happy to buy a car online, with Generation Z (aged 18-24) being the most likely demographic (27%), compared to 57% of Baby Boomers (aged 55+). ), who are the least likely to buy a car online.

However, self-isolation may have changed the perception from only 27% now say they won't feel comfortable buying a car online., which is a difference of 15%.

[1] https://www.statista.com/topics/2333/e-commerce in the UK/

[2] The market research was conducted by Research Without Barriers between February 28 and March 2, 2020. It was attended by 2,023 British adults who shopped online.

[3] The market survey was conducted by Research Without Barriers between May 22 and May 28, 2020, during which 2,008 British adults were asked about their shopping habits during the quarantine period.