According to a recent report by eMarketer, the British are embracing digital technology - notably e-commerce - at quite a clip. "Britain has one of the most experienced and active online populations in the world," says Karin von Abrams, eMarketer Senior Analyst, and “confidence in e-commerce is high.” Apparently in 2007 nearly 37 million Brits went online each month, or about 60% of the population, with estimates of 70% in four years.
Notably, the report indicates that 40% of 2008 online sales in Western Europe come from the UK. The UK is expected to represent the greatest share of the European market for years to come, even as the continent catches up. The report's author Von Abrams suggests that the island geography presents a long tradition of catalog shopping that "has contributed to the practice of online buying".
Important to marketers is the insight that the British are very confident of their shopping online, as sellers have established "excellent security for transactions and reliable delivery services ... and online prices are very competitive, particularly for books, travel tickets and items bought at auction sites."
Low price, buyer confidence, convenience. No surprises, really, just a different venue.