So, is there anybody left who doesn’t shop online? Over the past year, more households have become connected to the internet with some 77%, equivalent to 19 million households in Great Britain, now connected either via broadband (93%), mobile only (5%) or dial-up(2%). This is up from the 73% that were connected in 2010. More people are shopping online, which is fantastic news if you operate an ecommerce solution. In 2011, 32 million people bought something from the internet, according to the ONS (Office for National Statistics). This represents 66% of adults, up from 62%in 2010. Clothes/sporting goods were the most popular online purchase with 46% of all internet users buying such items. Needless to say this was the most popular category amongst female shoppers. Films and music came a close second for men.
Changing Ecommerce Demographic
Travel, such as flights and care hire was the most popular purchase amongst older online shoppers; 29% of those aged over 65 book via the internet. The majority of these people also book their holiday accommodation online. When it comes to downloading, rather than receiving goods, it is amongst the older age group that the biggest increase can be seen, according to the ONS. Film and music is now downloaded by 34% of those aged over 65 that purchase such items online, compared to 20% in 2010. The downloading of books has also increased from 15% in 2010 to 23% in 2011. A problem facing many retailers operating an ecommerce solution was the reluctance of older demographics to accept ecommerce, this has begun to change.
Mcommerce Has Arrived
The major change to people’s online behaviour though is location; 45% of internet users used a mobile phone to go online in 2011. Some 6 million people did so for the first time in 2011 while the use of wireless hotspots almost doubled in the same period. A point that really emphasises the phenomenal rise in mobile internet use, is that the ONS has only been measuring mobile phone internet use since 2009. This phenomenal rise in mobile internet use has led to the advent of mcommerce. Shopping on mobile devices in the UK is set to increase by 53% in the next 12 months and spending will hit £4.5billion. If you currently have an ecommerce solution, making the switch to mobile, with an mcommerce solution is something you can no longer ignore. This is where your customers are.
It’s an exciting time for online retailers. Make sure you don’t get left behind, call Advansys on 0845 838 2700 to talk see how we can fulfil your E-Commerce Solution or M-Commerce needs.