UK shoppers are impatient, ditching high street for web and not waiting for slow sites

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New research from Gomez reveals that UK shoppers are becoming increasingly impatient, ditching the high street for the online retailer, and not hanging around if a web site loads slowly.

Nearly 2 out of 3 shoppers will spend more online than in the high street. 40% said they would only wait around 20 seconds for a site to load, before moving to another one. Supposedly that equates to £200 per shopper of lost revenue during the festive period.

The older a person becomes, the more patient they are. Whilst only 38% of under 35 year-olds would wait a minute or more on an under-performing website, rising to 47% of over 55s.

25% of women will buy clothes online compared to just 17% of men. The older someone is, the more likely they are to buy food and drink online. Men will generally spend more on the high street.

People shop online because it’s easier and they want to avoid the crowds. However, 25% of people surveyed keep their bank balance in mind and shop online simply because it’s cheaper. Overall, men tend to spend more than women online, with 13% of men spending over £400 online for Christmas.

This survey’s all very good, but anyone expecting to get online purchases delivered in time for Christmas is rapidly running out of time.

Related stories: UK businesses using free web space are ‘driving customers to their competitors’ | Online shopping of the future: Virtual touch | Time nearly up for Christmas online shopping | UK online shopping to grow 70% by 2010

Andy Merrett