The 2015 Christmas Shopping Study: Full Data Breakdown

At me:ta, we conducted a study into UK Christmas shopping habits on the hunt to find out how Brits be will be doing this year’s seasonal shop. From in-store and online to catalogues and shopping channels, we wanted to find out how the UK plans to take on the biggest shop of 2015 – and why.

After being asked how they’ll be doing the majority of their Christmas shopping in 2015 and what they love most about in-store and online retail, 10,000 participants across Britain shared their intentions for this year’s big seasonal shop and the arguments behind their action plans.

The results are below, segmented by gender, age bracket and location.

 

How will you be doing the majority of this year’s Christmas shopping?

me:ta Online Marketing: The 2015 Christmas Shopping Study

Source: me:ta

Topline results:

  • In-store: 37.8%
  • Online: 36.8%
  • My partner will do it for me: 19.7%
  • TV: 1.9%
  • Catalogue: 1.1%
  • Telephone: 1.1%
  • Other: 1.7%

Males:

  • In-store: 35.1%
  • Online: 34.5%
  • My partner will do it for me: 24.1%
  • TV: 3.7%
  • Telephone: 1.2%
  • Catalogue: 0.6%
  • Other: 0.9%

Females:

  • In-store: 41.8%
  • Online: 40.7%
  • My partner will do it for me: 12.8%
  • Catalogue: 1.6%
  • TV: 0.8%
  • Telephone: 0.8%
  • Other: 1.4%

18-24s:

  • In-store: 37.3%
  • Online: 27.7%
  • My partner will do it for me: 24.1%
  • TV: 6.0%
  • Telephone: 2.4%
  • Catalogue: 1.2%
  • Other: 1.2%

25-34s:

  • Online: 40.2%
  • In-store: 27.8%
  • My partner will do it for me: 24.7%
  • TV: 4.1%
  • Catalogue: 1.0%
  • Telephone: 1.0%
  • Other: 1.0%

35-44s:

  • Online: 50.9%
  • In-store: 26.4%
  • My partner will do it for me: 13.6%
  • Catalogue: 3.6%
  • TV: 2.7%
  • Telephone: 1.8%
  • Other: 0.9%

45-54s:

  • In-store: 43.2%
  • Online: 41.7%
  • My partner will do it for me: 10.8%
  • TV: 1.4%
  • Telephone: 1.4%
  • Catalogue: 0.0%
  • Other: 1.4%

55-64s:

  • In-store: 48.1%
  • Online: 34.4%
  • My partner will do it for me: 14.5%
  • Catalogue: 0.8%
  • TV: 0.0%
  • Telephone: 0.0%
  • Other: 2.3%

65+:

  • In-store: 51.8%
  • Online: 32.5%
  • My partner will do it for me: 13.3%
  • TV: 1.2%
  • Catalogue: 1.2%
  • Telephone: 0.0%
  • Other: 0.0%

England:

  • In-store: 37.5%
  • Online: 37.4%
  • My partner will do it for me: 19.7%
  • TV: 1.8%
  • Telephone: 1.1%
  • Catalogue: 1.0%
  • Other: 1.5%

Scotland:

  • Online: 38.2%
  • In-store: 35.9%
  • My partner will do it for me: 18.3%
  • TV: 2.3%
  • Catalogue: 2.3%
  • Telephone: 1.5%
  • Other: 1.5%

Wales:

  • In-store: 43.5%
  • Online: 34.8%
  • My partner will do it for me: 13.0%
  • TV: 4.3%
  • Catalogue: 0.0%
  • Telephone: 0.0%
  • Other: 4.3%

 

 What do you like most about shopping in-store?

me:ta Online Marketing: The 2015 Christmas Shopping StudySource: me:ta

Topline results:

  • Hands-on experience: 27.0%
  • Easy returns policy: 19.0%
  • Being able to ask for help: 18.0%
  • Instant gratification: 16.0%
  • Customer service: 14.0%
  • Staff knowledge of products: 4.0%
  • Other: 2.0%

Males:

  • Hands-on experience: 26.5%
  • Instant gratification: 17.6%
  • Customer service: 17.6%
  • Easy returns policy: 14.7%
  • Being able to ask for help: 14.7%
  • Staff knowledge of products: 5.9%
  • Other: 2.9%

Females:

  • Hands-on experience: 29.3%
  • Being able to ask for help: 24.4%
  • Instant gratification: 17.1%
  • Easy returns policy: 12.2%
  • Customer service: 9.8%
  • Staff knowledge of products: 4.9%
  • Other: 2.4%

 

What do you like most about shopping online?

me:ta Online Marketing: The 2015 Christmas Shopping StudySource: me:ta

Topline results:

  • Convenience: 42.0%
  • Being able to compare prices quickly: 18.0%
  • Price: 13.0%
  • More choice: 10.0%
  • Speed: 8.0%
  • Privacy: 7.0%
  • Other: 2.0%

Males:

  • Convenience: 35.0%
  • Being able to compare prices quickly: 22.5%
  • Price: 15.0%
  • Speed: 12.5%
  • More choice: 10.0%
  • Privacy: 5.0%
  • Other: 0.0%

Females:

  • Convenience: 65.5%
  • Being able to compare prices quickly: 10.3%
  • Speed: 6.9%
  • Privacy: 6.9%
  • Price: 6.9%
  • More choice: 3.4%
  • Other: 2.0%