Internet marketing experts may be interested to hear that their online advertising and search engine optimisation (SEO) campaigns are not going to waste, as a new survey suggests that consumers in the UK are more likely to shop using the web.

According to internet news website Web User, new research put together by Mintel, a company which specialises in competitive media, product and consumer intelligence services, said that Brits are much more likely to opt for buying their goods online than consumers in Europe.

It was reported that Mintel’s figures revealed that grocery shopping was one of the key factors in boosting this trend and that more people were shopping on supermarket websites such as those provided by Tesco, Sainsbury’s and Asda.

The figures showed that online sales in the UK had grown by an estimated 75 per cent between 2005 and 2007 – resulting in the sector being valued at £12.8bn for last year – and this is something that Richard Perks, director of retail research at Mintel, said means Britain is now by far the most developed market for internet sales than anywhere else in Europe.

He added that supermarket chains had played a major part of this growth and that due to the level of sophistication that such services were providing, shoppers were more likely to be confident about everything the web has to offer in terms of retail.

It was also revealed that total online sales for 2007 had been around £2.5 billion ahead Germany and that France was the third most likely country to shop using the internet with a market worth around £5.5 billion.

In other research this week it was revealed that Japanese consumers were are increasingly turning to the web to shop for gifts and the whole of the internet had seen a boom in sales in this region.

It was noted that food retail sites had seen a recent increase of 19 per cent year-on-year and that cosmetics websites, sites offering lottery and sweepstakes services and government were among the most valuable.

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