Online shoppers get the one o’clock Friday feeling
Friday lunchtime is the most popular time of the week for online “work shopping” as people take advantage of Internet access in the office and start the weekend early, Royal Mail research has revealed.
Nearly two thirds (65 per cent) of online shoppers who have access to the Internet at work admitted they are likely to buy during the week - and 1pm Fridays is the most popular time with one in eight placing an order.
The research also revealed that ‘Work shoppers’ tend to spend more online, with an average of £725 spent on goods bought via the Internet in the first eight months of the year, compared to the national average of £609.
Royal Mail’s study also found that other popular weekdays for ‘Work shopping’ are Mondays and Wednesdays, as employees use online shopping to deal with the post-weekend and mid-week blues. This reflects additional research findings that show 60 per cent of Internet shoppers work full-time with 51 per cent having Internet access at work.
The research also revealed:
- Online shopping peaks at 6pm to 8pm, with 27 per cent of shoppers logging on after work and when many shops are closed
- 11 per cent of online shoppers, arrange for their purchases to be regularly delivered to work
- 29 per cent of Londoners shop online on a weekday compared to 26 per cent on a weekend
- 45-54 year olds are the biggest online shoppers, spending an average of £724 every year
The most popular goods are music products and downloadable tracks (71 per cent), followed by gifts (69 per cent) and electrical goods (62 per cent)
Steve Moncrieff, pcdagency: “This research shows how consumers are adapting their lifestyles to take advantage of online shopping, with online overtaking traditional retail in terms of convenience, this year will be the biggest online Christmas ever.”
Christian Robinson, MD of Firebox.com, backed up the Royal Mail research: “At Firebox.com we have noticed a marked increase in online shopping as the weekend approaches - with sales peaking at 1pm on a Friday.”
IMRG Chief Executive, James Roper, said: “We expect more than 25 million shoppers to spend £7 billion online in the run up to Christmas – up 40 per cent on the £5 billion spent last year.
“No other channel comes close to providing the range and depth of goods that the Internet offers shoppers and the ISIS campaign provides useful information for online shoppers, particularly those buying via the Internet for the first time, with a range of information to ensure they have an excellent experience.”
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