The research also demonstrates the growing influence of the Internet in helping users make purchasing decisions. Some 90% of users who are not doing their Christmas shopping online nonetheless said that they used the Internet to help them with their choice of purchases this year. A majority (57%) of these felt it was just as easy to buy direct from stores or from catalogues. The survey results show that around four out of ten regular Internet users will have bought Christmas presents or food or drink over the Internet this season. This figure compares favourably with 22% a year ago. Christmas 2000 online shoppers equate to something approaching 4 million individuals. They will have probably spent a sizeable combined total of £700 million on their nearest and dearest by the time the turkey is cold. Looked at individually, each Cyber-Santa will have spent an average of £180 each, compared with £110 each in 1999. Per head sales have shown a distinct upturn, an increase by nearly two thirds on average. But, seen in the context of the whole population’s spend across all retail, the e-shopping level remains modest. Estimates place the amount at roughly 3% of the grand total. Summing up the research findings, Caroline Gaskin, Associate Director of TNS Interactive, believes that things do look rosy for e-shopping, "Clearly the Internet is starting to establish itself as a significant channel for Christmas shopping – as well as a key influencer of purchasing decisions via traditional channels. With an increasing proportion of the UK population having access to the Internet at home and as perceptions of the Internet as an effective shopping channel change, Christmas shopping online will become a more important component in the run-up to the festive season." TNS Interactive carried out the research on a sample of 805 regular home Internet users between 8 and 12 December 2000. The survey was completed online.