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BizReport : Ecommerce archives : August 10, 2009

comScore Europe: UK employees shop online at work

Online shoppers in the UK are more likely to make a purchase at work than when at home, according to a new study by comScore Europe.

by Helen Leggatt

comscore.gifIt appears that a significant number of Internet shoppers in the UK are making purchases online while at work. While online shoppers spent three times as much time browsing the Internet at home than they did at work, their total e-commerce spend was twice as much during work hours than home.

comScore Europe's managing director, Mike Read, wasn't entirely surprised by the finding, explaining that consumers were in two different mindsets when at home and at work.

At home, online shoppers were more likely to immerse themselves in online leisure activities but at work, says Reid, people carry out more transaction-related browsing and tasks. "By understanding such differences, online retailers can better optimize their online marketing and advertising strategies to reach consumers when they are closer to the point of purchase," he said.

The data, calculated on the basis of the monthly average of the five months to May 2009, revealed that almost four out of five British adult Internet users are now making purchases via online retailers. The most visited retail website in the UK is Amazon, according to comScore, with a total of 49.4 million visits during May this year. In second place is with 27 million visits, followed by Home Retail Group (Argos/Homebase) and Tesco stores.

Tags: Amazon,, comScore, Europe, home, online retail, online shopping, transaction, UK, work

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