86% of Britons value convenience above all else in terms of online shopping

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 05, 2020, 3:39 AM UTC

Google and Kantar surveyed 1,500 UK consumers per market.

Google’s Smart Shopper study revealed that, in the period of study, 86% of purchases regarding fashion were made online. In a similar manner, 73% of consumer electronics and 67% purchases in the home/garden category were made.

Availability at 44%, price at 43%, convenience at 36% and speed at 33% were strong motivators to try new brands. Where 86% of consumers value convenience in online shopping, 69% do so for in-store.

Further, 37% of respondents were found to be using shopping apps in 2020, up from 24% in 2019. Google suggests that retailers develop omnichannel strategies as consumers have become more “channel-agnostic.”

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