Webloyalty research has revealed that the total 'digital distance' of the UK's online shopping equates to an astounding 198.2 million miles* per week, meaning that by shopping online, UK consumers are saving a whopping £32m in petrol**.
The typical UK 'connected consumer' spends nearly four hours (225 minutes) per week shopping online, visiting 16.4 retail sites on average in that time. This number of retail sites visited by UK consumers every week would add up to a seven mile walk around the shops in physical trips.
The research, undertaken by Conlumino, also revealed that online shopping has finally overtaken its physical equivalent in its popularity for UK consumers. More of us now shop online (87%) than in a physical store (78.3%). Buying products in-store is becoming a time-consuming and inefficient way of shopping – the average time spent in-store is almost three quarters of an hour (42.4 minutes), compared to under half an hour (24.8 minutes) when shopping online. The research demonstrates that shoppers are saving both time and money by choosing to buy online rather than in-store, allowing UK consumers free time to better spend elsewhere.
The total value of personal connected devices in UK households has more than doubled in the last decade, now totalling £33.4 billion after an increase of 108% from £15.8bn in 2004. This is an equivalent of £1,375 per household. Nearly three quarters (70.4%) of those surveyed believe that technology will make shopping a more convenient experience in the future, with almost two thirds (64.2%) believing that it will make the shopping experience more efficient.
Guy Chiswick, Managing Director for Webloyalty Northern Europe said:
"With consumers more attracted than ever to the convenience of online shopping, retailers need to ensure that they have an attractive and convenient presence online to improve revenue. The fact that the value of connected devices has doubled in the last decade is a testament to this, and it will only continue to rise with the improvement of technology in the future. Retailers need to be prepared to provide powerful apps and tools to aid the future consumer."
*This includes travel to and from their home to a major centre, the average distance walked around and the possibility of visiting out-of-town stores.
**This was calculated using a petrol price of £1.08 per litre, assuming an average of two people present in the car.