A new study has uncovered the reasons why British consumers shop on digital platforms.

New figures from the Office of National Statistics (ONS) as per the report, ‘Retail sales, Great Britain: January 2018’, depicts a constant rise for online weekly sales from January 2015 to January 2018.

Following on from this study, British Online Marketplace OnBuy.com sought to find out what online shopping habits are most prominent among UK consumers.


The data was collected via a survey, in which 1,550 people were asked about their online shopping routines. Going through individual responses for all regions, OnBuy could identify key reasons Brits use digital tools to make purchases.

When asked ‘What is the reason behind your online purchase?’, for which respondents were able to select more than one answers, ‘I needed the items’ was the most dominant answer.

77% of participants made a purchase because they needed the item while 38% were cashing in on a sale, 15% were buying a gift, 5% were treating themselves after a break up and 6% felt depressed.

Furthermore, OnBuy set out to discover how much time and money Brits spend shopping online.

When asked what the average length of time they spend online in one session, 22% of people said less than 15 minutes, while most people (47%) spend up to 30 minutes. 27% would spend between 30 minutes and 60 minutes, and only 7% of the people questioned would spend more than 60 minutes shopping online.

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