By Marcus Leach

A new survey of global shopping habits by KPMG has revealed that Britain's shoppers are embracing technology at a faster rate than many other countries.

The report, which surveyed 9,600 consumers aged 16-65 in 31 countries, showed that 77% of British shoppers prefer to buy items such as CDs, DVDs, books and video games online. This figure is in comparison to 65% on a global basis.

However, in terms of online banking, those in the UK are far more reluctant than the rest of the countries surveyed.

When buying goods or services, the majority of customers (both in the UK and globally) now said that they look at social networks such as Facebook and Twitter and online review sites.

"From buying goods on their mobile phones to keeping up with friends on social networks, consumers are increasingly reliant on a range of technologies that perform important - yet often overlapping - tasks," said Tudor Aw, KPMG's European head of technology.

"This new 'converged lifestyle' will have huge implication for retailers.

"The report also shows that consumers' concerns over privacy and data security have increased over the last few years and companies across all sectors need to take this concern seriously."

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