IMRG: 93% of Brits to buy Christmas gifts online

British consumers are comfortable and confident with today's online shopping environment, found IMRG, which in turn will benefit online retailers. Their recent e-Customer Service Index, from a survey of almost 3,000 people, found that 93% plan to do at least some of their Christmas gift shopping online.

Almost three-quarters (71%) said they were prepared to do half or more of their gift shopping online and a quarter would be spending more online than last year.

Online retailers shouldn't be surprised to discover that price is a major consideration for consumers this year. A large number of respondents to IMRG's survey (88%) intend to use the Internet as a research tool to compare prices before purchasing. Around a quarter will research in-store or at home via mobile devices.

"Given the online price-war, retailers need to up their game and prove that they can respond effectively to all customer queries through their preferred method of contact," said Chris Russell, Director of eDigitalResearch.

"Having good communication with consumers is vital as it encourages trust in the brand and engenders consumer loyalty. Retailers that will succeed are those that anticipate online growth and ensure that they are well-resourced to effectively communicate with their customers."

Tags: Christmas, e-commerce, gifts, online shopping, U.K.