Technological Christmas
Millions of people in Britain will be shopping on the net over the next month, with a quarter (26%) saying they would definitely or probably shop online this Christmas. The vast majority of those who currently shop on-line (86%) find it very or fairly easy to do so. Books, CDs and toys/games head the list for on-line shoppers.
This new research by MORI for Dell Computers also shows that technology-based Christmas presents are a key-buy this year, with two-thirds of all shoppers in Britain (68%) expecting to buy some form of electronic gift. Games consoles are likely to be most popular technology-related Christmas gift, closely followed by computers.
Technical details
MORI interviewed 1002 adults in Great Britain by telephone. The fieldwork was undertaken between 8 and 11 November 2002.
Topline Results
- MORI Telephone Surveys interviewed a nationally representative sample of adults aged 16+ in Great Britain. The sample was drawn by RDD (Random Digit Dialling) and sourced to cover ex-directory numbers.
- 1,002 interviews were carried out in total amongst this group of respondents between 8-11 November 2002
- Where figures do not sum to 100 per cent, this may be due to computer rounding, multiple codes or the exclusion of 'Don't know'
- * represents a figure of greater than zero, but less than 0.5%
Q1 This Christmas, will any of the presents you are going to buy be bought online using the Internet? Is that definitely or probably?
Base: All (1,002)
| % | |
|---|---|
| Yes — definitely | 9 |
| Yes — probably | 17 |
| No | 72 |
| No — don't celebrate Christmas/buy Christmas presents | 2 |
Q2 Which of the following might you buy online this Christmas?
Base: All who will definitely or probably buy presents online this year (255)
| % | |
|---|---|
| Toys/games | 44 |
| Clothing and footwear | 34 |
| Jewellery | 15 |
| Books | 57 |
| CDs/Music | 66 |
| DVDs | 50 |
| Household goods/gifts | 33 |
| PC or printers | 12 |
| PDAs (Personal Digital Assistants)/Palm Pilots | 4 |
| Cameras (including digital) | 18 |
| Other | 4 |
| None of these | 5 |
| Don't know | 1 |
Q3 Why aren't you planning on shopping online?
Base: All who will not buy Christmas presents online this year (747)
| % | |
|---|---|
| Security concerns | 11 |
| I have no internet access | 48 |
| I have Internet access but am not sure how to use it | 6 |
| I prefer shopping on the high street | 27 |
| Other | 7 |
| Don't know | 3 |
Q4 Did you use the Internet to buy Christmas presents last year?
Base: All who celebrate Christmas/buy Christmas presents (985)
| % | |
|---|---|
| Yes | 15 |
| No | 85 |
Q5 If you were to buy an electronic or technology-based present for somebody this Christmas, what is it most likely to be?
Base: All who celebrate Christmas/buy Christmas presents (985)
| % | |
|---|---|
| Games console | 12 |
| PDA (Personal Digital Assistant) | 1 |
| Computer/laptop | 9 |
| Printer, scanner, other peripherals | 1 |
| TV | 3 |
| Stereo | 7 |
| Video | 1 |
| DVD player | 7 |
| Digital camera | 5 |
| Mobile phone | 4 |
| Other | 8 |
| None of these | 23 |
| Don't know | 18 |
Q6 Who, if anybody, will you be buying an electronic or technology-based present for this Christmas?
Base: All who celebrate Christmas/buy Christmas presents (985)
| % | |
|---|---|
| Parents(s) | 6 |
| Brother(s) | 7 |
| Sister(s) | 4 |
| Partner/husband/wife | 13 |
| Child(ren) | 31 |
| Grandmother(s) | * |
| Grandfather(s) | * |
| Other relative(s) | 11 |
| Friends(s) | 3 |
| Nobody | 29 |
| Don't know | 3 |
Q7 How often do you shop online?
Base: All (1,002)
| % | |
|---|---|
| Daily | 1 |
| About once a week | 3 |
| About once a month | 9 |
| About once every three months | 12 |
| At least once a year | 9 |
| Never | 66 |
Q8a On a scale of 1 to 5, where 1 is very easy, 2 is fairly easy, 3 is neither easy nor difficult, 4 is fairly difficult and 5 is very difficult, how easy or difficult do you find shopping online.
Base: All (1,002)
| % | |
|---|---|
| Very easy | 17 |
| Fairly easy | 17 |
| Neither easy nor difficult | 3 |
| Fairly difficult | 2 |
| Very difficult | 1 |
| Never use it | 60 |
Q8b On a scale of 1 to 5, where 1 is very easy, 2 is fairly easy, 3 is neither easy nor difficult, 4 is fairly difficult and 5 is very difficult, how easy or difficult do you find shopping online.
Base: All who use online shopping (396)
| % | |
|---|---|
| Very easy | 44 |
| Fairly easy | 42 |
| Neither easy nor difficult | 7 |
| Fairly difficult | 5 |
| Very difficult | 2 |
Q9 Which of the following, if any, would most encourage you to buy online?
Base: All (1,002)
| % | |
|---|---|
| Money off | 33 |
| Free delivery | 27 |
| Free gift | 8 |
| Vouchers | 9 |
| Having Internet access | 14 |
| None of these | 40 |
