UK Consumers Want To Shop Online But Are Unimpressed

UK Retailers Fall to Meet Online Shoppers Expectations

UK Consumers want to shop online, according to new research released by Hewlett-Packard today. But on the whole, the experience is disappointing the research concludes because the interaction is unsophisticated and untargeted.

The research which was carried out on behalf of Hewlett-Packard by market researchers MORI, further suggests that of those that had tried online shopping 1 in 10 found the experience unsatisfactory either because they were unable to complete the transaction successfully or because they've not been able to find what they are looking for.

The message from UK shoppers is clear: the online shopping experience needs to be made "more attractive" if consumers are to be encouraged to purchase goods via the internet.

"An ideal site would have to be straightforward: Good stuff which is cheap. not complicated, not too jazzy but simple, classy, and eye-catching."

Male, 22, Single, Uses Internet at College

A key finding of the research is that consumers are reassured by brand names. Security may have been one of the top issues for shoppers in 1998 but in this study, shoppers say that a well-designed site owned by a reputable brand name company gives them peace of mind when it comes to handing over their credit card details.

"It would make a difference, most definitely. Large, established names. John Lewis, some big travel companies such as Thomsons. House of Fraser as well. Any store I shop from on the high street would buy from on-line."

Female, 37, Married, New Internet User

According to Jolanta Pilecka, eCommerce Manager at Hewlett-Packard: "The majority of companies saw the Internet as a convenient bandwagon and hitched themselves onto it without knowing why or where they were heading."

Of those retailers that have a Web presence, few are engaging well with their customers as this research proves. In many instances shoppers have had disappointing results.

Were now entering what Hewlett-Packard is calling 'Chapter 2' of the Internet. Online retailers are beginning to realise that they have to address the whole eCommerce lifecycle in order to deliver a satisfactory online shopping experience.

Download the full report: Does Britain Want To Shop Online? [pdf format - 863K]

Technical details

This report presents the findings of a survey conducted by MORI on behalf of Hewlett-Packard. MORI spoke to a nationally representative quota sample of 3,823 adults, including 590 internet users and 141 internet shoppers. They were interviewed by MORI/Field & Tab across 164 & 155 constituency-based sampling points. Interviews were carried out using CAPI (Computer Assisted Personal Interviewing) face-to-face in respondents' homes between 5-8 January & 19-22 February 1999. Data has been weighted to reflect the national population profile. MORI also conducted telephone follow-up interviews with six respondents for more detailed explanation of their views and expectations.