Motor products, computer equipment and e-books fastest growing e-commerce items finds Nielsen
British consumers’ intent to buy motor-related products, computer equipment and e-books online has tripled since 2011 according to a new study by Nielsen.
The percentage of Brits looking to buy cars or motorcycles has jumped from five per cent in 2011 to 17 per cent in 2014, while those buying e-books tripled to 33 per cent over the period.
The Nielsen Global Survey of e-commerce, which polled more than 30,000 Internet respondents in 60 countries, showed that clothes/shoes/accessories and hotel rooms both grew 45 per cent and airline tickets, which grew 43 per cent, are set to be the most common items bought online by British consumers over the next six months.
The survey also found that British consumers are almost 40 per cent more likely to buy items online than Europeans as a whole. Particularly DVD/game discs and groceries (both 86 per cent more likely), flowers (73 per cent), CD/records (68 per cent) and alcoholic drinks (67 per cent).
However, one third (34 per cent ) of Britons don't like buying online due to delivery costs, while 29 per cent don't trust giving their credit card information online.
"Although it’s an undoubted success, three key actions are needed by retailers to fully realise e-commerce’s true potential,” said Mike Watkins, Nielsen’s UK head of retailer and business insight.
“More reassuring security features to improve consumer confidence are a must, whilst free delivery should be a serious consideration. Sites should also have easier navigation and clearer presentation – retailers rightly put a lot of effort into perfecting this in-store and their virtual shops require the same level of attention.”
The survey was conducted between 17 February and 7 March 2014.