Price tops online shopper priorities

Cost is the main concern for consumers when buying products online, according to a new study which polled 1,000 people.

Carried out by Synovate for Guidance, 43 per cent of respondents said that price was the most important factor in their purchase decision.

Some 18 per cent said that free shipping was a priority, while eight per cent looked for special offers or coupons and four per cent valued speed at checkout.

"The internet has opened a vast new world of low-cost purchase options for online buyers," said Jason Meuginot, president and chief executive of Guidance.

"While the online buying experience has improved markedly in recent years, at the end of the day - especially a day of financial uncertainty - price matters."

Men tend to be the most price conscious, the survey revealed, with 46 per cent prioritising cost compared to 40 per cent of women.

Recent figures from Apacs showed that UK shoppers are expected to spend more than £5 billion online during December.
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