Six types of UK shopper online - report
A report from British Market Research Bureau (BMRB), published Monday, has identified six unique types of UK Internet shoppers.
The survey found that 1.9m UK Web users have bought something online in the last six months. One fifth of all Internet users in the UK felt comfortable about shopping online, 75 percent of whom were home users. BMRM broke down these users into six different groups based on behaviour and attitudes to branding, product sourcing, delivery, quality of service, and convenience.
The longer an individual has been online the more likely they are to be in the first two categories, the survey says. "This is a transitional process," said Paul Milsom, associate director media BMRM. "After a year or two online people's confidence grows and they start to look at the Web as an alternative source of products such as cars, and things that they haven't seen in the shops."
The 'Realistic Enthusiastic' user -- identified as the most prolific UK shopper -- believes "convenience" is the most important aspect of shopping online.
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