Adults in the UK are at the forefront of the consumer revolution that has turned the traditional retail process on its head.
Historically, Brits have looked to the high street to buy their goods – but they are now increasingly turning to the internet to satisfy their demands.
This perception is underlined by a new report from influential research firm Forrester, which has confirmed that UK-based adults are among the most connected citizens in Europe.
What’s more, the firm found that they are the owners of more devices than any other European Union Five country.
As many as 83 per cent of Brits aged 18 and above access the internet at least once a month, which is the highest online penetration in the EU5.
Allied to this, UK adults were most likely to own a laptop (64 per cent), a smartphone (52 per cent) or tablet (12 per cent), which are used to shop online.
“Companies that want to interact with these new, perpetually connected, customers will need to take into account that not all connected customers in Europe are equal,” Reineke Reitsma, a director at Forrester Research, commented.
“While European consumers in each country incorporate technology in their lives, there are major differences between countries in the level of internet adoption, technology usage, and sophistication.”
Estimates by Forrester suggest that 78 per cent of people in the UK have acquired something online in the last three months, while they have also spent more money online than their European counterparts.
Earlier this month, a report found that the small and medium-sized business community is increasingly keen to embrace new and affordable technology as a means of driving growth.
In fact, almost 80 per cent of companies said that technology plays an essential part in their plans for selling online.
They said, too, that it has helped businesses to improve their overall performance and reach larger audiences.