Two-thirds of British consumers (65%) say they will increase their online shopping over the next twelve months, Logan Tod has found, and it’s going to be older people and those from outside London that most increase their spending. According to the researchers:

• Those in the 45 and over age bracket are mainly responsible for driving this growth (65% of those questioned in this age bracket said they will increase spend by at least 10%).
• Shoppers outside London are also purchasing more online, with the south west region alone planning to spend 20% more (when compared to the results from last year’s Index).
• The factors most likely to affect consumer behaviour in the year ahead are: Low cost delivery (71%); increased money saving offers (67%); and improved description of goods and services (53%).

“89% of those consumers we questioned felt that online service is getting better — this shows that the work being done to improve the customer experience is being noticed, and is one of the reasons why the public continue to vote with their money”, says Matthew Tod, chief executive at Logan Tod.

“With more and more people becoming accustomed to shopping online, it is no longer good enough to simply let the strength of your products drive your sales and traffic; you need to consider whether you are delivering a great experience for visitors to your site, or risk losing them to rivals,” he added.

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