By Daniel Hunter

Price savvy 16-to-24 year-olds is the most difficult age group to convert from online browsers to buyers, a study commissioned by Royal Mail has found.

More than half (54 per cent) of them frequently abandon their shopping after loading their online baskets, the research found. They are twice as likely as people aged 35 and over to pull out of an online purchase after filling their online shopping baskets with goods.

The most common reason 16-to-24 year-olds abandoned their online shopping basket was because they had found a better deal elsewhere (43 per cent).

The study into the behaviours of UK online shoppers shows that it is important that e-retailers understand the needs of different types of shoppers if they want to convert browsing into hard sales.

It also revealed that women are 33 per cent more likely than men to frequently empty their shopping baskets. It found that 36 per cent of women frequently abandon their shopping basket compared to 27 per cent of men. Among the reasons given for refusing to seal the deal by women were that they were just browsing or they got cold feet after seeing the total cost.

The study further showed that there is a gender gap in the amount of money being spent online on individual shopping trips.

It revealed that while women outstripped men on the percentage of purchases between £21 and £200, men are more likely to spend more than £200 in one online shopping trip.

Over the course of three months, men spent £333 on average - £76 more than women, the study found.

“Royal Mail’s study shows that online shoppers are very savvy and consider a number of factors before committing to a purchase. It is important that e-retailers understand the needs of different types of customers if they want to convert browsing into hard sales," Nick Landon, Managing Director of Royal Mail Parcels, said.

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