News and press releases

  • Royal Mail
    14 July 2015
    New Royal Mail research reveals UK shoppers will wait for sales before they spend online

Delivery Matters is Royal Mail’s regular market analysis based on the responses of 1,500 shoppers who have bought non-grocery* items online in the last three months.

The latest report reveals UK consumers are:

  • Shopping more– 63% of respondents report they are doing more shopping online this year
  • Spending more– 86% of non-grocery shopping budget is now spent online, up from 80% in 2014, and the average spend is increasing. Consumers spent an average of £287 per person online in the last three months vs £274 spent online in the same period in 2014
  • Abandoning their cart less– this year 21% of shoppers claim to frequently abandon their online shopping basket, compared to 32% in 2014

Royal Mail’s annual survey on the preferences and habits of online shoppers in the UK – Delivery Matters – reveals that while consumers say they are shopping more and spending more online, they have increasingly high expectations of ecommerce retailers when it comes to getting good value.

Royal Mail’s research reveals that value for money is the main driver for shoppers going online; it was chosen by 84% of consumers. This focus on value has led shoppers to become savvier when it comes to sales. Over a quarter (26%) of today’s consumers would hold off placing an online order so they can benefit from a sale event, such as Black Friday or Amazon Prime Day.

Delivery Matters is Royal Mail’s regular market analysis based on the responses of 1,500 shoppers who have bought non-grocery* items online in the last three months. The latest report reveals UK consumers are:

  • Shopping more– 63% of respondents report they are doing more shopping online this year
  • Spending more– 86% of non-grocery shopping budget is now spent online, up from 80% in 2014, and the average spend is increasing. Consumers spent an average of £287 per person online in the last three months vs £274 spent online in the same period in 2014
  • Abandoning their cart less– this year 21% of shoppers claim to frequently abandon their online shopping basket, compared to 32% in 2014
  • It’s not just that people are shopping and spending more online, ecommerce is becoming increasingly portable. Tablet and mobile use increases again this year (both now at 24%, up from 19% and 22% respectively in 2014) and laptop use also grows (up to 65% vs. 60% last year) while traditional desktop declines (down to 41%, this has declined from 46% last year).

When it comes to receiving their purchases, delivery to the home remains the preferred option, favoured by 71% of online shoppers. Other than the home, the most popular delivery location, and chosen by around a third of shoppers (32%), is delivery to a neighbour. Only 16% favour Click and Collect. Of those online shoppers who have received their purchases via Royal Mail, 81% were extremely satisfied or very satisfied.

Delivery Matters finds that clothes and books still dominate as ecommerce’s most commonly purchased categories: nearly half (49%) of online shoppers purchase clothes online, with 26% shopping for footwear, and 38% buying physical books. 

While men and women are equally likely to shop online for themselves, with 93% of both sexes undertaking e-tail shopping, women are doing substantially more online gift shopping. This year 60% of female online shoppers purchased a gift, whereas only 47% of men were buying gifts online.

Nick Landon, Managing Director, Royal Mail Parcels, said: “Our latest market analysis shows that shoppers are not just savvy, they are increasingly shrewd when it comes to where and when they spend their money online. The fact that over a quarter of consumers will hold back from placing an order if they think a sales event is on the horizon, should make compelling reading for e-retailers.”

The fully Delivery Matters report can be downloaded here: www.royalmail.com/deliverymatters

ENDS

For more information contact: Claire Burgess on 07753 461658 or  claire.burgess@royalmail.com

Notes to editors

*Non-grocery is defined as products and services not purchased from grocery retailer, this includes clothes, shoes, physical books, electronics, entertainment products including games, DVDs and music, as well as services such as financial products, holidays and travel, and other items.