Essential Report

On-line Purchasing – Reasons

Jan 17, 2011

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.


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