British adults set to spend £7.4 billion on the web this Christmas

Britain might be set for a bumper online shopping year – but online businesses could lose out unless they address consumer security fears.

An online independent YouGov survey, commissioned by Norton by Symantec has found that British internet users are planning to spend £7.4 billion online this Christmas.

Nearly one in five (18 per cent) British web users expect to buy more presents, decorations and food online than they did last year, and nearly half (48 per cent) anticipate spending a similar amount – with those who shop online this Christmas planning to spend an average of £234.16.

However, consumers expressed security concerns about internet shopping – meaning that e-retailers could lose business if they do not increase customer confidence and trust about shopping online.

The online Christmas shopping survey found that almost a third of respondents (29 per cent) who plan to shop online this festive season are planning to spend between £101 and £250.

Twenty-five to 34 year olds are the most active Christmas internet shoppers with 85 per cent planning to shop online, spending £209.80 on average, and 26 per cent expecting to buy more online than they did in 2009.

However, nearly one in five (17 per cent) of all online consumers stated that security concerns are mostly holding them back above all other things from shopping on the web this Christmas; citing fear of online identity theft and fraud (eight per cent), not trusting the site they are buying from (four per cent), fear of falling victim to cybercrime (three per cent) and unwittingly downloading malware or a virus (one per cent). Online retailers must look to enhance website security and create a trusted online environment so that any potential customer feels confident enough to give them their hard-earned cash this Christmas.

The Christmas online shopping survey uncovered other current trends and habits among British web users, including:

Men expect to spend more money online this Christmas than women, spending an average of £208.49 compared to £179.67.

Those aged 35 to 44 will be the biggest online Christmas spenders, with plans to part with an average of £286.95.

Those in the East appear to be the most frugal, with respondents planning to spend an average of just £201.82 online.

Conversely, Scots are set to be the most generous spenders, with Scottish respondents planning to spend an average of £227.68

The Scots are also the most keen online shoppers, with 80 per cent stating that they will shop on the web this holiday season, and with 23 per cent believing they will shop online more than they did last year – more than any other region.

Respondents from Northern Ireland are the most concerned about security threats when it comes to shopping online this Christmas, with over a quarter (29 per cent) deterred from shopping online this holiday the most due to security concerns (fear of online identity theft and fraud – 14 per cent; fear of falling victim to cybercrime -- nine per cent; not trusting the site I'm buying from – five per cent; unwittingly downloading malware or a virus – two per cent).