Consumer nation

Number of online shoppers shoots up by 65% in 2019

The number of consumers shopping online has increased by almost two-thirds in 2019 according to the latest TouchPoints data.

New data provided by the comprehensive nationwide IPA TouchPoints survey launched on 12 September delivers an in-depth picture of consumers’ lives and their media use in 2019.

Looking at the data regarding consumers’ general shopping habits, on average, consumers are spending nearly half-an-hour a day shopping for anything (29 minutes) whether that is online or in store or both, marking an increase of 9% year-on-year. This increase is more marked for 15 – 34s who spend an average of 26 minutes a day shopping for anything, an increase of 19% year-on-year.

Fewer of us are shopping in store for less time

According to the research, 83% of adults still shop in store, but this is down from 87% in 2018 (a decrease of 5% year on year), and for less time at 22 minutes per day, marking a decrease of 8% year on year.

Concurrently, the number of consumers online shopping has however leapt up by 65% with 51% of adults now shopping online, up from 31% in 2018. They do this for an average of 16 minutes per day, again marking a significant increase year-on-year, of 60%.

Younger generation fuels increase in online shopping

The increase in online shopping is being driven by the younger generation with 55% more 15–34s-year-olds shopping on line year-on-year. They are also spending more time doing this at 10 minutes a day in 2018 and 15 minutes a day in 2019, marking an increase of 47%.

More women shop than men and they spend more

In total, and including groceries, 55% of all shopping in a week is done by women with 64% of all the money women spend on shopping being done in store and 36% online.

They are also spending 12% more than men on shopping each week (53% of all spend vs 47% for men).

Almost half the UK female population and almost a quarter of men buy clothes each week

48% of women are buying clothes each week in comparison with 24% of men. And 29% of women are purchasing cosmetics personal care in a week vs 11% of men buying them.

The only two categories, where men purchase more than women are DIY (13% vs 11%) and electrical items (18% vs 12%).

Saturday marks most popular day for any shopping

Saturday is the most popular day for shopping for all product categories (with one exception of holiday shopping which is highest on a Sunday), with the peak time between 11am and 12.30pm.

What this means

Says Belinda Beeftink, Research Director, IPA:

“Online, on-trend and on-demand seems to sum up consumers’ shopping preferences in 2019. With increasing broadband speeds, better technology and increased choice leading to greater convenience and often lower costs, it is no wonder that the popularity of online shopping continues to soar. Unfortunately to the detriment of the high street.”

TouchPoints 2019 Launch Presentations


To access further information, visit the IPA website or join the conversation on Twitter #IPATouchPoints.

In addition to the launch of the 2019 IPA TouchPoints data, the IPA – in partnership with Facebook – has brought out a new report, Making sense – The commercial media landscape, which is based on 2018 IPA TouchPoints data. The report is designed to help planners and advertisers better understand the commercial media landscape.

Last updated 21 January 2022