Online shoppers get the one o’clock Friday feeling

Friday lunchtime is the most popular time of the week for online "Work shopping" as people take advantage of Internet access in the office and start the weekend early, Royal Mail research revealed today.

Nearly two thirds (65 per cent) of online shoppers who have access to the Internet at work admitted they are likely to buy during the week – and 1pm Fridays is the most popular time with one in eight placing an order.

The research also revealed that ‘Work shoppers’ tend to spend more online, with an average of GBP725 spent on goods bought via the Internet in the first eight months of the year, compared to the national average of GBP609.

The research is released as IMRG (Interactive Media in Retail Group), the industry body for online retailing, today launched its Internet Shopping is Safe campaign, which includes a guide to effective, convenient and safe Internet shopping.

Royal Mail’s study also found that other popular weekdays for ‘Work shopping’ are Mondays and Wednesdays, as employees use online shopping to deal with the post-weekend and mid-week blues. This reflects additional research findings that show 60 per cent of Internet shoppers work full-time with 51 per cent having Internet access at work.

The research also revealed:
• Online shopping peaks at 6pm to 8pm, with 27 per cent of shoppers logging on after work and when many shops are closed
• 11 per cent of online shoppers, arrange for their purchases to be regularly delivered to work
• 29 per cent of Londoners shop online on a weekday compared to 26 per cent on a weekend
• 45-54 year olds are the biggest online shoppers, spending an average of GBP724 every year
• The most popular goods are music products and downloadable tracks (71 per cent), followed by gifts (69 per cent) and electrical goods (62 per cent)

Catherine Campbell, Head of Multi-channel Retail at Royal Mail, said: "This research emphasises just how popular online shopping has become, with shoppers realising that online retail fits around their busy lives.

"The benefits it offers shoppers in terms of convenience and choice are second to none and as more and more consumers take advantage of these benefits, this year will be the biggest online Christmas ever."

Christian Robinson, MD of Firebox.com, backed up the Royal Mail research: "At Firebox.com we have noticed a marked increase in online shopping as the weekend approaches – with sales peaking at 1pm on a Friday."

IMRG today launched its Internet Shopping is Safe campaign – supported by 1,000 retailers – and Chief Executive, James Roper, said: "We expect more than 25 million shoppers to spend GBP7 billion online in the run up to Christmas – up 40 per cent on the GBP5 billion spent last year.

"No other channel comes close to providing the range and depth of goods that the Internet offers shoppers and the ISIS campaign provides useful information for online shoppers, particularly those buying via the Internet for the first time, with a range of information to ensure they have an excellent experience."

Details of the ISIS campaign can be found at www.imrg.org

Ends

Issued on behalf of Royal Mail
by Marie-Louise Fagan and Joanna Agnew,
Cohn & Wolfe,
020 7331 5478/66

www.royalmail.com

Notes to editors:
Statistics taken from the Royal Mail Home Shopping Research, August 2006. Sample of 4,043 adults aged 18 years +
Data excludes the food and drink category

ICM interviewed a random sample of 4,043 adults aged 18 +, by telephone across the country between 16th – 27th August 2006. ICM is a member of the British Polling Council and abides by its rules. Further information at www.icmresearch.co.uk