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Shoppers want online experience to be ‘simple and reliable’

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Research commissioned by IT service management specialist Optier has provided insight into what consumers are looking for from their Christmas online shopping experience.

In the UK-wide consumer survey, 41% of respondents said the most important factor in their online experience is ‘simple and reliable processes’. The next most important factor, at 20%, was ‘quick delivery times’ and in third place was ‘ease of use’ at 19%.

More than two thirds of UK shoppers (70%) plan to spend an average of £220 of their Christmas shopping budget online, but the research also highlighted that 73% of consumers say they still need to ‘touch and feel’ products they buy.

And, as online shopping continues to move from being a novelty to becoming part of mainstream life, almost three quarters of those surveyed said they will use a mixture of the high street and online to do their Christmas shopping. Fewer than one in five — just 16% — said they are planning to shop completely offline this year.

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