Online shopping continues to grow in popularity, with a new study showing that for the first time ever, the number of Britons who have bought goods over the web has topped 50 per cent.

The British Population Survey report for e-retailers’ group IMRG revealed that 51.07 per cent of adults made a purchase through an internet shopping site between January and March, up from a previous record high of 48.74 per cent in the three months to December.

In addition, the study showed that over the same period, the potential audience for online marketing services continued to grow, with the proportion of Britons who have access to the internet rising from 73.92 per cent to 75.99 per cent.

Commenting on the report, IMRG chief executive James Roper said: "It is only ten years since the first consumer broadband connection was made available … since when, the value of UK online shopping has grown by more than 6,000 per cent."

According to the Centre for Retail Research, Britons spend £38 billion on internet purchases in 2009.

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