Hotel rooms are set to be one of the most common items bought online by British consumers over the next six months, according to a new survey from Nielson.
The Nielsen Global Survey of e-commerce, which polled more than 30,000 internet respondents in 60 countries, showed that clothes/shoes/accessories, hotel rooms (both 45%) and airline tickets (43%) will see their demand rocket over the next half a year.
British consumers are almost 40% more likely to buy items online than Europeans, according to the research, and six in 10 people in the UK said they can usually get a better price if they shop around online.
Half of Britons said they spend a lot of time researching online before making a purchase and more than half (54%) read online reviews.
Nearly one in five (18%) Britons use social media to help make purchase decisions – although this is almost half the European average (33%).
“The way people navigate between shops and the internet to buy isn’t consistent,” concludes Watkins. “For some, the internet is simply the checkout, for others it plays a fundamental role in what to buy, from whom and whether to do so online or in-store. For the same person, this behaviour could differ between products. The proliferation of devices simply adds to the complexity.”