Online shoppers in the UK are more likely to make a purchase at work than when at home, according to a new study by comScore Europe. While online shoppers spent three times as much time browsing the Internet at home than they did at work, their total e-commerce spend was twice as much during work hours than home.
The data suggests people are more likey to carry out transactional tasks while in ‘work mode’, while are more comfortable browsing at their leisure at home. Mike Read, comScore Europe’s managing director, said: “By understanding such differences, online retailers can better optimize their online marketing and advertising strategies to reach consumers when they are closer to the point of purchase.”
The data, calculated on the basis of the monthly average of the five months to May 2009, revealed that almost four out of five British adult Internet users are now making purchases via online retailers.
The most visited retail website in the UK is Amazon, according to comScore, with a total of 49.4 million visits during May this year. In second place is Apple.com with 27 million visits, followed by Home Retail Group (Argos/Homebase) and Tesco stores.