... forty percent more likely to shop online than their European counterparts.
Overall, 34% of survey respondents said they didn’t like buying online because of the cost of delivery, while 29% are averse to sharing their credit card details online.
A significant minority (24%) said they often found shopping sites very confusing.
According to Mike Watkins, Nielsen’s UK head of retailer and business insights: “The way people navigate between shops and the internet to buy isn’t consistent".
“For some, the internet is simply the checkout, for others it plays a fundamental role in what to buy, from whom and whether to do so online or in-store. For the same person, this behaviour could differ between products. The proliferation of devices simply adds to the complexity.”
Defying these drawbacks, however, fifty percent of Britons said they spent time researching online before they bought, while 54% say they read online reviews and 18% use social media to help them decide on their purchases. Britons' use of social media (33%), however, is lower than the European average.
Despite which, 76% of survey respondents use computers for shopping, compared with mobiles (25%) and tablets (24%).
Twenty per cent of the survey sample used price-saving apps or websites and 16% used such apps in a shop. In all, 59% of Britons used the internet to get the best price.
The Digital Shopper Relevancy Report questioned more than 18,000 online shoppers from eighteen nations.
Read the original unabridged Nielsen/Cap Gemini article.