With online shopping experiencing significant acceleration during lockdown, new research reveals the unexpected locations consumers choose to do their buying, with almost a fifth of Brits (19%) admitting they shop on the loo.
The study by Cazoo, the UK’s leading online car retailer which is rapidly transforming the way people buy used cars in the UK, surveyed over 2,000 UK consumers1 to investigate the weird and wonderful places people do their online shopping – both prior to and during lockdown2. While the sofa (73%) and in bed (53%) are the most common options, almost one in five Brits (19%) shop while sat on the toilet3 – equating to 10 million people. People from Edinburgh chose the loo more so than anywhere else (26%).
Over one in 10 Brits (11%) admitted to making an online purchase while sitting in the car to get away from their partner, kids or housemates. Other common responses include while in a queue to enter a supermarket (13%) and while naked (10%), as well as 5% who even stated they shop in the shower.
The most common places people do their online shopping:
- While in a queue to enter a supermarket – 13%
- Sat in a car to get away from the kids/partner/housemates – 11%
- While naked – 10%
- While on a work Zoom call – 9%
- In the shed – 6%
- During a workout – 6%
Just over a million people4 (2%) also say they’ve shopped online while at a place of worship prior to lockdown, with the same amount5 saying they have done so during a wedding.
The research also shows that whilst the average Brit spends up to £968 on a single online order, over half a million (1%) have spent over £10,000. Those in Sheffield are the biggest spenders across the UK, paying out up to £1,328 on average per highest priced transaction. In contrast, the most frugal city is Norwich, with shoppers only spending up to £573 on a single online transaction on average.
Prior to lockdown, 42% of Brits said they would not be happy to buy a car online, with Gen Z (aged 18-24) being the most likely demographic (27%), compared to 57% of baby boomers (aged 55+), who are least likely to purchase a car online. However, lockdown may have changed perceptions with just (27%) now saying they wouldn’t feel comfortable buying their car online, which is a difference of 15%.
When asked about the most unusual purchases made online, the responses included a sheep, Donald Trump toilet paper and an autograph of Wolf from the 90’s TV show Gladiators.
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