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In 2012, the average person spent £1,175 online in the UK.

This statistic comes from OFCOM’s 2013 International Communications Market Report, revealed today. 

Our nearest rival is Australia, where the average per-head spend is £867, approximately one quarter less than us.

The UK figure is rising faster year-on-year. 2012-2011 seeing a steeper rise than 2011-2010. 

This could be attributed to many factors. The rise of smartphone and tablet ownership, coupled with increasingly efficient mobile and responsive ecommerce sites, has led to a rise in mobile shopping. There's also the increasing dominance of ecommerce, in terms of convenience and price, to consider.

According to the OFCOM report, the UK also has a higher level of trust in online retailers than the rest of the globe.

This directly contradicts my prejudice that we’re a country of paranoid document shredders who assume our identities are about to be stolen with every digital footprint we take.

And finally, winning absolutely no points for surprising revelation of 2013: free delivery is the preferred delivery option in all countries.

Although the UK spends the most online, we don’t care if it takes three weeks and the box is damaged, as long as we don’t have to pay a single penny for delivery, we’re happy.

If you're a retailer who wants to survive the digital age, please read our guide on how the internet can save the high street.

Christopher Ratcliff

Published 13 December, 2013 by Christopher Ratcliff

Christopher Ratcliff is the editor of Methods Unsound. He was the Deputy Editor of Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

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Comments (8)

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Jennifer

I can well believe it. Each day in our office lots of parcels arrive for peoples personal shopping, especially at Christmas

almost 3 years ago

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UK Essays

it is clear that there are two online shopping giants 1. USA and 2. UK. but I'm surprised that UK is on top of US in online shopping. so there is a great opportunity for the marketers to target UK online market. thanks Christopher for sharing such a great figures and explanations.

almost 3 years ago

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Richard Cumming

I cant help thinking that this is a reflection of failure on UK 'bricks n mortar' retail outlets that are non-comparable with the US in terms of customer service, returns policies, 'after work' opening times and stock lines. Just a thought.

almost 3 years ago

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Deri Jones, CEO at SciVisum Ltd

Or Richard, maybe it's that we have a more reliable trusted postal network. Some countries have problems with things getting lost in the post.

Although it's interesting Australia is No 2 - with such large distances between cities, I could imagine postal costs may be higher than UK, thus making eCommerce less price attractive - maybe someone with knowledge of the actual postal costs over there could chip in?

almost 3 years ago

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John McElborough, MD at Inbound360

Agree with @RichardCumming comment above - i think this says as much about the dire performance of our high street bricks and mortar retailers as it does about how brilliant we are at etail. We don't have a customer service culture here - that breaks down the biggest barrier to people moving online for their shopping.

almost 3 years ago

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Jay

Christopher Ratcliff makes a good point about free delivery. I prefer free delivery mainly because I don't tend to require items I order on-line (almost) immediately. Also I am paranoid that the 'delivery for pay' companies will make a delivery blunder anyway. As by paying for the delivery, I feel I am sending out a clear signal that I really want my delivery in a timely fashion, thus clearing a straight path for Murphy's Law to apply; leaving me wishing I'd just gone for the free delivery.

almost 3 years ago

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almost 3 years ago

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almost 2 years ago

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