The internet helps consumers decide what to buy

Convenience, personal control and saving time make the internet an appealing shopping alternative to the high street according to new research.

Following a bumper Christmas for online retailers, when internet shopping soared by almost 50 per cent in December 2005 on the year before, a rosy outlook looks set to continue for these retailers.

Dr Susan Rose, a consumer behaviour researcher at Henley Management College analysed data from 304 consumers who bought electrical goods online. The research found not surprisingly that getting a good financial deal is still a strong motivator for searching for products online. But, she said, this is secondary to the importance of convenience and control.

"What motivates online shoppers is the ability to shop, where, when and how they like. Nowadays people can shop over their Shreddies in the morning, rather than wait for stores to open," she said.

Big-ticket items such as digital TVs, cameras, or iPods now feature prominently on e-shopping lists. Part of the reason according to Dr Rose is the internet provides a rich source of information about brands and retail channels that enable people to search and find information to help with their final purchase decision.

She also found a clear divide appearing between the occasional online shopper and the regular experienced user. Concerns about how easy the system is to use have almost disappeared for online shopping enthusiasts. Occasional users of e-tailing sites need to be confident that the websites are accessible, easy to navigate and operate efficiently.

But online retailers don't have it all their own way. This research suggests that while people search for information online for some goods, they still prefer to buy these from a traditional high street retailer.

Dr Rose said it is therefor essential that retailers who operate both on and off line to ensure they successfully unite the two retailing methods.

Susan Rose added: "Retail sites need to be quick and simple for users. But trust is fundamental – it is important in all trading but in distance trading it is crucial.

"Many consumers may subsequently buy elsewhere, but the internet provides a ready source of product information, which is a key factor when it comes to making a decision about technology products."