U.K. online shoppers prefer standard delivery to premium-rated options except when it comes to electronic goods, finds P2P Mailing Limited study; consumers choose standard delivery on items costing less than £50 91% of the time

Yohana Valdez

LOS ANGELES , February 20, 2012 (Industry Intelligence) – U.K. consumers opt for standard delivery on Internet purchases costing under 50 pounds (US$79) 91% of the time, according to a P2P Mailing Limited study, Internet Retailing reported Feb. 16.

Consumers are less likely to select premium-rated delivery options except when it comes to electronic goods, for which 35% of respondents preferred special delivery options, the survey of 2,000 consumers found.

E-retailers have mistakenly been operating on the belief that consumers want a range of delivery options, the study concluded.

On orders over 50 pounds, however, only 58% of shoppers would choose standard delivery, and the number dropped to 35% on purchases over 200 pounds (US$316), according to the survey.

Customers consistently opted for next-day delivery over standard on orders valued at more than 100 pounds (US$158). Similarly, they chose delivery tracking 30% of the time on such higher valued items, compared with only 13% of the time for goods costing under 100 pounds, the report stated.

Faster shipping was selected more frequently on both more expensive products and gifts, which elicited a greater sense of urgency.

Age and gender also seemed to influence delivery options. Shoppers aged 56 and older selected standard delivery more often than those aged 18 to 22. Women chose regular delivery on non-electronics 7% more often than men.

The primary source of this article is Internet Retailer, Chicago, Illinois, Feb. 16, 2012.

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