UK buyers: find them at home, sell them at work

Fri 24 July 2009 10:44, Editors

Comscore released some interesting data this week from a research they performed on UK Internet users. They wanted to find out where and when UK Internet users are buying their online products.

The results were interesting. Where most research on products was done at home, relatively most buys were done at the workplace.

Although only 25% of visits to the online retail category the workplace accounted for 36% percent of the transactions and 35% percent of all the money spent online. Though that means that in total more was spent at home, relatively more was spent in the workplace.

“Although online shoppers visit retail sites about three times more frequently at home than they do at work, they only spend twice as much at home,” Mike Read, SVP and managing director of comScore Europe explains. “That online shoppers are relatively more likely to make a purchase at work is not entirely surprising. In fact, we often see that people have very different browsing patterns between the two locations, having a tendency to be task-oriented and transaction-minded at work and more leisurely when browsing at home. By understanding such differences, online retailers can better optimize their online marketing and advertising strategies to reach consumers when they are closer to the point of purchase.”

Comscore also looked at the websites which profited the most. Amazon UK were the most visited with 49.4 million visits in May 2009 followed by Apple.

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