Consumers are utilising social media to decide whether or not to buy products, meaning that it is even more important UK retail businesses are able to maintain a strong and effective web presence, new research has found.
According to data collected by Onepoll and commissioned by eBay, some 47 per cent of UK consumers turn to friends when deciding what to buy, often via social media.
Furthermore, 27 per cent plan to do some of their Christmas shopping using smartphones and tablets.
Carrie Bienkowski, the auction giant's head of buyer experience, argued that changes in technology are having a serious impact on how British people shop.
"Consumers now carry a global showroom in their pocket and are increasingly as inclined to seek recommendations online," she added.
With the importance of having an online offering on the up, companies with poor ADSL connections could find themselves left behind. The Centre for Economic and Business Research recently indicated that internet shopping could be worth £50 million in Northern Ireland over the course of November.
Posted by Mark Wynn