Growth in online shopping among Scots

A new survey shows that almost a third of Scots (31%) do more online shopping now than they did a year ago, sparking new calls for High Streets to embrace technology to keep shoppers engaged and drive High Street growth in Scotland. The Ipsos poll conducted for Virgin Media Business also revealed that Scots are using the internet to do more social networking, online banking and searching for information than they were twelve months ago. Those aged between 25 and 34 are the most likely to use the internet for their purchases, while the largest increase in the past twelve months in terms of shopping online (38%) has been in the 35-54 year-old group, showing that age is no longer a barrier to the internet. However, two in five people living in Scotland (39%) were concerned that their download speeds were not fast enough to meet their requirements.

The increasing use of the internet for shopping is yet another indication of the significant issues facing businesses. Our survey is a clear call to action for Scotland’s High Streets and retailers to further embrace technology. The retailers who have been successful in 2012 have worked their socks off beefing up their digital capabilities. But to keep the High Street alive, all those with a stake in the future of our High Streets, including retailers, need to think harder about how technology in-store can help drive sales further. Integrated mobile shopping apps, virtual fitting rooms and using social networking to build awareness and advocacy can help retailers thrive. By having the right underlying infrastructure – like access to Wi-Fi services – Scotland’s High Streets can be better places and take advantage of digital technology. A thriving high street is key to Scotland’s economic growth and by bringing the online/offline experience together retailers can keep the High Street alive and deliver a better Scotland.

Christopher McLean, Senior Researcher at Ipsos Scotland, said:

This latest poll demonstrates that Scots, like consumers across the UK, are increasingly turning to the internet for activities that would previously have required a trip to the high street, namely shopping, banking and accessing public services. The poll also highlights the extent to which Scots, particularly those under 35, are using the internet to consume news and entertainment services, including accessing news and social media websites, downloading or streaming music, films and TV programmes, watching videos online and online gaming.

Download the data tables here (PDF)