Consumers are shifting spending online, with 71% of surveyed consumer's in UK and 61% in US, doing more than half their 2014 holiday shopping online - favouring online pure play at the expense of bricks and mortar retailers’ websites.
Consumers are shifting spending online, with 71% of surveyed consumers in UK and 61% in US, doing more than half their 2014 holiday shopping online, according to research by Wipro Digital.
This is a significant increase from 2013, when 45% in UK and 36% in US reported doing the majority of their shopping online.
This trend is set to continue with half of the surveyed consumers in US and UK saying that they plan to do more shopping, online in the 2015 holiday season, as compared to just 6% in UK and 4% in US who plan to increase their in-store shopping.
“Consumers continue their steady march online, finding few reasons to shop in-store rather than online for their holiday shopping,” said Avinash Rao, Global Head, Wipro Digital.
“But even online, omnichannel retailers are losing customers to internet pure-plays. Bricks and mortar retailers are having difficulty delivering on the benefits of omnichannel retailing.”
The research also found that consumers are spending more online than in-store when it comes to holiday shopping. UK consumers spent an average of £292 online compared to £179 in-store this holiday season.
This trend to shop online is being driven by three factors: greater convenience, better prices and ease of use.
Online pure play retailers are the big winners of this shift. 44% of UK and 47% of US shoppers report doing more than half their online shopping on such sites. A quarter of the shoppers are not even considering bricks and mortar retailers’ websites while more than half are not visiting manufacturers’ ‘direct-to-consumer’ websites either.
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