Over 50% of £20 products are purchased online for home delivery

Half of shoppers who spend more than £20 on a product are most likely to buy online and request home delivery, according to shopper marketing agency Savvy.

As shoppers spend more pounds, they also consult more sources of information. The survey of 1,000 UK non-food shoppers found that shoppers making a purchase of over £20 use an average of 2.2 sources of information to research a product, and as the price increases, so does the research.

Half (51%) of shoppers go to the retailer's website to research, while 49% visit the store. Meanwhile 22% of shoppers visit the product manufacturer's website, 17% consult blogs and 6% ask social media for advice.

Rich media also comes into play when researching products – 90% of clothes shoppers want 360 degree images of products and 88% want the ability to zoom in on fabrics. Meanwhile 60% of clothes shoppers want to see video content online, which according to Savvy can increase the dwell time and improve propensity to buy. 

Alastair Lockhart, insight director at Savvy Marketing, said: “Increasingly, media rich retailer websites, the rise of social media and more flexible delivery options are making online shopping more and more compelling for shoppers to use for both researching and buying products. Spending plans span both online and stores, as well as overlapping between them – shoppers have become channel-agnostic and are prolific in their use of each and all. Smartphones too play an important role, particularly amongst younger shoppers.”

The research also highlighted the importance of Generation Y shoppers – those aged 18-34. Generation Y represents 31% of all UK shoppers, and 90% of this demographic have bought online in the past six months, while 93% of these shoppers own a smartphone.

Lockhart added: “The growth of digital naturally raises questions about the future of physical ‘high street’ retailing, but the bricks and mortar stores will always have an important role to play because they offer immediate gratification and because shopping remains a key leisure activity and a source of enjoyment for many. That said, the role of stores and high streets is evolving.

"As online increases retail capacity, stores need to fight harder to attract footfall and give shoppers clear reasons to visit above and beyond what a pure online experience can offer. Retail theatre has never been so important. Delivering that experience is expensive though so realistically can only work effectively if investment is concentrated into fewer, larger stores. We’re already seeing this happening and it’s driving a concentration of retail centres. Major cities like London, Manchester, Leeds, Birmingham and Glasgow continue to attract investment, footfall and shopper spend, while secondary centres are often seeing footfall diminish. This trend is set to continue.”