UK shoppers will spend more online than they do on the high street this Christmas, although the patience of the online customer is wearing thin at this time of year.
Research published by web application experience management firm Gomez reveals that nearly 40 per cent of those surveyed would wait only 20 seconds if a website was being slow before switching to a different site.
This could equal a loss of up to £200 per online shopper throughout the festive season, which for sites fielding thousands of customers a day could take away a huge percentage of profit margins.
However, more mature customers are willing to wait longer. Only 39 per cent of under 35 year-olds would wait a minute or more if a website was underperforming before moving on to another site, compared to 47 per cent of over 55s.
But the younger crowd is also the most lucrative. The younger a person is, the more they will spend online than on the high street. The research suggested that 64 per cent of under 35s will spend online, compared to 55 per cent of over 55s.
The biggest reasons that people shop online is because it easier and avoids the crowds. However, 25 per cent of people surveyed keep their bank balance in mind and shop online simply because it can be cheaper.
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