If bought online in last 12 months –
Q. How important are the following as reasons for you buying online?
| Very important | Quite important | A little important | Not important | Don’t know | |
| Cheaper price | 60% | 29% | 9% | 2% | 1% |
| More choice | 45% | 35% | 15% | 4% | 1% |
| More convenient | 50% | 32% | 13% | 4% | 1% |
* Note – percentages are based on the respondents who said they bought online in the last 12 months.
60% said the cheaper price was very important in their decision to buy online, 50% said convenience was very important and 45% choice.
Of those who bought online more than six times, 66% say price is very important, 63% convenience and 56% choice.