Royal Mail Home Shopping Tracking Study – Autumn 05

Table of Contents

1. Background 2
2. Summary 3
3. Conclusions 10
4. Research objectives 11
5. Research method 12
5.1. Omnibus phase 12
5.2. In-depth telephone interviewing phase 14
5.3. Interviewing targets and weighting 15
6. Omnibus research findings 17
6.1. The size of the home shopping market 17
6.2. The demographic profile of the home shopping market 20
6.2.1. Gender 20
6.2.2. Age 21
6.2.3. Working status 23
6.2.4. Region 24
7. Main telephone study findings 25
7.1. Products purchased 25
7.2. Satisfaction with home shopping 28
7.3. Online shopping 30
7.3.1. Length of time shopping online 30
7.3.2. Most likely time to shop online 31
7.3.3. What prompted last online purchase 33
7.3.4. Products purchased online 35
7.3.5. Number of different websites purchased from in the last year 37
7.3.6. Websites purchased from 38
7.3.7. Auction websites 44
7.4. Digital TV shopping 45
7.5. Catalogue shopping by phone/post 46
7.5.1. Length of time shopping from catalogues 46
7.5.2. Most likely time to shop 48
7.5.3. What prompted last catalogue purchase 49
7.5.4. Products purchased from catalogues 50
7.5.5. Number of different catalogues purchased from in past year 51
7.5.6. Share of customers by catalogue type 52
7.6. Shopping via direct selling 53
7.7. Frequency of key product purchasing and spend via the Internet and catalogues 54
7.8. Home shopping spend 56
7.9. Cross channel shopping 63
7.10. Cross channel shopping and browsing 67
7.11. Motivations to home shop 71
7.12. Reasons for not home shopping 74
7.13. Likely change in shopping methods 77
7.14. Delivery 79
7.14.1. Satisfaction with delivery companies 79
7.14.2. Delivery addresses 80
7.14.3. Importance of delivery service options 81
7.14.4. Amount prepared to pay for special delivery options 83
7.14.5. Returning unwanted goods 84
7.14.6. Companies used for returns 85

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