TNS E-commerce Findings in the UK

More people are shopping online in Great Britain than this time last year, according to Taylor Nelson Sofres (TNS) Interactive. The agency's new third annual Global e-commerce Report shows that nine percent of Brits have shopped online in the last four weeks, compared to just six percent in 2001.

The survey goes on to detail that almost one quarter (23 percent) of current users have shopped online in the last four weeks. A further 15 percent plan to shop online during the next six months. TNS suggests that there is potential for further growth in e-commerce in Great Britain by the end of 2002. Across the countries surveyed, almost one in five (18 percent) current Internet users said they planned to shop online in the next six months.

However, Great Britain appears to be bucking the global trend, as e-tailers are failing to persuade us to buy online. While global Internet usage has grown slightly (up from 31 percent in 2001 to 34 percent in 2002), the proportion of users making a purchase in the last four weeks remains at only 15 percent - the same as in 2001.

Security-related issues continue to be a stumbling block to e-commerce. Globally, almost one third (30 percent) of users who have not shopped online said they were reluctant to give their credit card details and over a quarter (28 percent) felt that it was more secure buying goods and services in a store.

In Great Britain, fewer Internet users were deterred from shopping online by security-related issues. Some 28 percent chose not to shop online because they did not want to disclose their credit card details, while 13 percent felt it was more secure buying goods and services in a store. More positively, 38 percent of people in Great Britain have used the Internet in the last four weeks, compared to 34 percent of people in the same period last year, (a rise of 12 percent), suggesting a positive outlook for e-commerce retailers.

Pete Cape, director, TNS Interactive, commented, 'Clearly there has been significant growth in online shopping in Great Britain over the last 12 months which is due to an increase in the number of Internet users. Security issues remain a concern and a deterrent to potential online shoppers. As revealed by another recent TNS study What Makes a Winning Website?, only 15 percent of Internet users are reassured by a secure server alone. Money-back guarantees backed by a trusted brand can boost that level to 46 percent, suggesting that there remains enormous potential for e-commerce within the UK.'

Cape concluded, 'In the future the growth of the e-commerce economy will be driven by two factors. An increase in user confidence on security issues coupled with a general acceptance of the medium as a retail channel will increase the absolute numbers shopping. Increased familiarity and trust on the part of existing online shoppers will result in higher price goods and services being purchased online.'

The research is part of TNS Interactive's Global e-commerce Report 2002 based on more than 42,000 interviews in 37 countries.

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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