Cross Border Shopping

A third (34%) of UK consumers have bought goods or services from abroad in the past 12 months and of these three-quarters (75%) have bought something from EU countries, according to a new survey conducted by the MORI Social Research Institute.

A third (34%) of UK consumers have bought goods or services from abroad in the past 12 months and of these three-quarters (75%) have bought something from EU countries, according to a new survey conducted by the MORI Social Research Institute.

The most popular tourist destinations -- France and Spain -- are also the most popular for cross border shopping, and four in five (83%) cross border shoppers say they have done so in person while on holiday or while visiting friends.

According to the survey a quarter (26%) of UK consumers have bought goods or services on the internet, the most common purchases being books (nine per cent) and hotel/travel (nine per cent). This is consistent with findings recorded by the MORI Social Research Institute in 2001 [Clicking With Confidence This Christmas].

The profiles of cross border and internet shoppers are very similar, with a slant towards high income and social grade. Just as those on lower income are less likely to have access to the internet, so they are less likely to go on holiday abroad than those on a higher income.

People want to shop cross border to save money. Over half of all UK adults (54%) believe that it is usually cheaper to buy goods from abroad than in the UK. However, consumers are concerned about what will happen if the transaction goes wrong. Is the potential cost involved in time, effort and the risk of losing your money if things go wrong worth the amount of money saved?

The findings from the survey suggests that some consumers do think that shopping cross border is worth it, with few who have shopped cross border encountering any problems in dealing with foreign companies. Of those who are concerned interest is expressed in greater information about consumer rights when shopping abroad, and the potential benefits of shopping cross border.

Technical details

MORI interviewed a representative quota sample of 2,003 adults aged 15+ at 185 sampling points across Great Britain. Fieldwork was conducted face-to-face on 3-8 October 2002. In addition some questions were asked specifically of cross border shoppers on a further wave of the MORI Omnibus to increase the number of interviews with cross border shoppers. MORI interviewed a representative quota sample of 2,025 adults aged 15+ at 183 sampling points across Great Britain. Fieldwork was conducted face-to-face on 17-21 October 2002. The total number of interviews for questions on cross border shopping behaviour is therefore 4,028.

Fieldwork was carried out by MORI/Field & Tab on MORI's Omnibus using CAPI. All interviews were conducted in the home, with only one interviewer per household. No incentives were offered to respondents. Data are weighted to the known profile of the population.

Survey data is supplemented by focus group research. The MORI Social Research Institute conducted six groups in Glasgow, Manchester and Banbury on 29-31 October 2002, with established cross border shoppers, potential cross border shoppers (having internet access, but not buying cross border) and non-cross border shoppers (without internet access). Participants were recruited face-to-face using a recruitment questionnaire from the local area. The recruiter was instructed to recruit to quota by age and gender. Each group contained between eight and nine participants.

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