Online retail purchases by product in Great Britain 2013 survey

This statistic presents the results of a town centre survey, showing a breakdown of customers' retail purchases made online in Great Britain between 2012 and 2013, by type. Home and household goods made up the largest proportion of online purchases made by the survey sample, followed by fashion clothing and footwear (27 percent) and gifts, sports and toys (25 percent).

Distribution of retail purchases made online in Great Britain between June 2012 and June 2013, by product type

Characteristic	Share of purchases
Home and household goods	28%
Fashion, clothing and footwear	27%
Gifts, sports and toys	25%
Groceries	9%
Books, arts and crafts	7%
Chemists, toiletries and healthcare	4%
Department stores / mixed retail	1%

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Release date

January 2014

More information

Region

United Kingdom (Great Britain)

Survey time period

June 2012 to June 2013

Number of respondents

200*

Special properties

Shoppers

Method of interview

Questionnaires and telephone interviews

Supplementary notes

* The research tracked 200 respondents in six British town centres (Swindon, Huddersfield, Watford, Loughborough, Bury St Edmunds and Sandbach). The locations were chosen by the source as representatitive of "the types of towns that could come under threat from rival forms of retailing" and to "provide a spread across large and small centres, geographic regions, urban and rural settings and market profiles".
The methodology included focus groups in each town and consumer tracking through online diaries that logged respondents' shopping acitivities over a four-week period. Respondents were also given weekly questionaires and completed a telephone interview at the end of the study.

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