Brits 'more demanding' as a result of online shopping

Data from 1400 consumers and 390 small firms reveals that online trading has made interesting social and business impacts. 

Most Britons have become more demanding shoppers as a result. 58 per cent of us now view running an Internet-based business to be a common career type, and 1 in 3 value online shops to be as important to Britain as high-street stores.  83 per cent of people believe the Internet has made it more possible for the average person to succeed with a business venture. 

For businesses, the ability to communicate and sell online has improved work/life balance for 41 per cent, led 1 in 4 to value customers more highly, and 54 per cent to change their business plan in recent years. 

1&1's 'UK eBusiness Audit'(1) finds that consumers in 2010 are not only comfortable with interacting with businesses online, but a great many now prioritise this method.  As well as half currently buying from purely online retailers, 52 per cent prefer to use online facilities to adjust or check their customer administration. 

The majority of shoppers now see little distinction between online and offline firms.  48 per cent of Britons expect all businesses to have a website, and 1 in 3 admit to feeling 'concerns' about using a firm that had no website.

Nearly two thirds of shoppers (65 per cent) admit to becoming more 'demanding' since starting to buy online.  43 per cent expect a quicker turnaround for their orders than before, and 30 per cent expect a better customer experience overall.  29 per cent of consumers admit they now respond better to electronic display adverts over printed ones.

Interestingly, the data suggests that Britons view the selling of products online to be important to society.  More than half now regard running an Internet-based enterprise as a mainstream career possibility.

1 in 3 people (35 per cent) believe that the ability to sell to others online has been a significant motivator for those less privileged to become involved in business.  83 per cent of those surveyed believe the Internet has increased the likelihood of the average person succeeding with a business venture, and 1 in 5 people have considered starting their own online business.

Oliver Mauss, CEO 1&1 Internet Ltd. said, "Consumers clearly appreciate the ability to buy goods easily online, and online businesses are now seen as a vital part of the UK economy.  Perhaps most pleasing is the level of public understanding for how achievable it is to launch a business venture on the web.  DIY-style website and eCommerce packages enable anyone who can use a computer to create a shop-front accessible to the world". 

UK small firms

A further study of 390 UK small firms finds that businesses have received wide ranging benefits from implementing eBusiness solutions such as a website, online shop or email system.  The average business now raises 11-20 per cent of it sales revenue solely from its website.

Remarkably, even through the recent recession, the data shows that 46 per cent of firms still experienced an increase in online sales revenue over the past 3 years.  

The average business deals with 30-40 per cent of enquiries electronically.  Over half (54 per cent) have changed their business plan in recent years as a result of online selling opportunities.  84 per cent of companies admit that they could not have achieved the same degree of success without utilising a website. 

Business owners have also experienced personal changes as a result of placing their businesses on the Internet.  41 per cent of owners admit that the ability to communicate or sell to consumers online has improved their work/life balance.  Two thirds (67 per cent) feel that email has allowed them more flexibility to shape their work, and 23 per cent believe that their home life has been enhanced since starting to email their customers.  39 per cent of owners believe their attitude towards customer care has been improved as a result of selling online.

Operating online has led 54 per cent to become more creative, and three quarters (75 per cent) accredit their online efforts to be a driver of their entrepreneurship.

Mauss added, "Business owners have gained a broad range of benefits from adopting the Web.  As Internet technologies grow apace, the future promises even greater potential for firms to grow revenues and optimise their customer experience".

As the world's largest web host, 1&1 is well placed to deliver a high quality service to its customers. The company currently holds more than 9 million customer contracts worldwide and manages over 10 million domain names.

Methodology

(1) 1428 UK adults surveyed by OpinionMatters via electronic feedback form

(2) 390 small businesses with a website for more than 5 years surveyed via online feedback form

Source: www.1and1.co.uk

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