When shopping for something which can be bought both online and in store, 34% of UK shoppers would prefer to buy online, with 55% opting for the high street.
While this stat shows that offline retail still holds an important place in customers' minds, 34% is still a sizeable portion of the sample.
These stats are taken from Econsultancy's Habits and Motivations of Consumers report, which looks at e-commerce consumer behaviour in both the UK and US.
Factors influencing online purchases
The survey also looks at the features on websites which make it more likely that consumers will decide to shop online.
Free shipping was the most popular motivation for 82% of UK and 80% of US consumers, and gives etailers that offer this option a clear advantage over competitors.
Plenty of well-known retailers have caught on to the power of free shipping, with the likes of ASOS, John Lewis, Amazon all offering some degree of free shipping, and just as importantly, promoting it heavily throughout the site.
Price guarantees were an influence for 72% of UK and 64% of US shoppers, and suggests that providing promises to match competitors' prices and even listing them on site can be a useful tactic for online retailers.
Offering alternative payment methods makes sense for etailers, as it allows them to capture as many customers as possible, appealing to those that may be concerned about card fraud or who simply don't have a credit or debit card.
Cross posted from WSI Internet Marketing UK