Catalogue browsing boosts online shopping spend (UK)

Shoppers who browse a catalogue before making purchases online spend on average 25 per cent more than those who do not, new research revealed today.

Royal Mail’s Home Shopping Tracker Study 2007 revealed that on average online shoppers spend GBP 1,221 every year. But this figure jumps to GBP 1,526 for online shoppers who consult catalogues before making an internet purchase.

The study also revealed that catalogues received through the post have a stronger influence than those picked up in store. Four out of ten (39 per cent) of online shoppers browse for at least one purchase from a posted catalogue compared with 24 per cent who said they use catalogues they picked up in a store.

The research, unveiled after IMRG* predicted online sales in the run up to Christmas this year would increase 42 per cent to GBP 13.8 billion, also revealed that:

– In the past year, 47 per cent of online shoppers consulted a paper catalogue prior to an online purchase
– 61 per cent of consumers now shop from home – the highest ever recorded level, representing a 15 per cent growth since 2006
– Over 70 per cent of home shoppers say that they recycle their catalogues
– An average online shopper now purchases over 27 times a year, up 12 per cent from 2006
– 1 in 5 online shoppers are now over the age of 55 – that is double the number of two years ago

Val Walker, Head of Multi-channel Retail at Royal Mail said: “Our research reveals that record numbers of consumers are shopping from home with online spearheading this growth.

“The fact that nearly half of all online consumers refer to a catalogue before making a purchasing decision highlights the economic importance of taking an integrated approach to advertising and marketing, even if your main revenue stream comes from online.”