Goods and services ranked by share of individuals who purchased online in Great Britain in 2018

Most popular goods purchased online in Great Britain 2018 This statistic displays the results of a survey ranking types of good and services by the share of respondents who purchased them online in Great Britain in 2018. The survey was conducted via online interviews and gathered data from 1,800 households in Great Britain on a monthly basis resulting in sampling variability. The ranking resulted from the share of households which purchased a type of goods or service within the last 12 months of sampling. The most popular type of goods was clothes and sporting goods with 55 percent of responding households having purchased these. These were followed by 48 percent of households having purchased household goods such as furniture, toys etc. last in the ranking came E-learning material with ten percent. The share of people who purchased clothes and sporting goods has been increasing in recent years similar to the share of people purchasing household goods. Further information on e-commerce in the United Kingdom and online shopping can be found in the Dossier: Online shopping in the United Kingdom.
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Share of respondents
Clothes or sports goods55%
Household goods (eg furniture, toys etc)48%
Holiday accommodation42%
Travel arrangements (eg transport tickets, car hire)40%
Tickets for events39%
Films, music (including downloads)34%
Books, magazines, newspapers (including e-books and downloads)31%
Food or groceries28%
Electronic equipment (including cameras)27%
Video games software, other computer software and upgrades (including downloads)22%
Telecommunication services 19%
Computer hardware 13%
Medicine 12%
E-learning material 10%
Share of respondents
Clothes or sports goods55%
Household goods (eg furniture, toys etc)48%
Holiday accommodation42%
Travel arrangements (eg transport tickets, car hire)40%
Tickets for events39%
Films, music (including downloads)34%
Books, magazines, newspapers (including e-books and downloads)31%
Food or groceries28%
Electronic equipment (including cameras)27%
Video games software, other computer software and upgrades (including downloads)22%
Telecommunication services 19%
Computer hardware 13%
Medicine 12%
E-learning material 10%
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Description Source More information
This statistic displays the results of a survey ranking types of good and services by the share of respondents who purchased them online in Great Britain in 2018. The survey was conducted via online interviews and gathered data from 1,800 households in Great Britain on a monthly basis resulting in sampling variability. The ranking resulted from the share of households which purchased a type of goods or service within the last 12 months of sampling. The most popular type of goods was clothes and sporting goods with 55 percent of responding households having purchased these. These were followed by 48 percent of households having purchased household goods such as furniture, toys etc. last in the ranking came E-learning material with ten percent. The share of people who purchased clothes and sporting goods has been increasing in recent years similar to the share of people purchasing household goods. Further information on e-commerce in the United Kingdom and online shopping can be found in the Dossier: Online shopping in the United Kingdom.
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Release date
August 2018
Region
United Kingdom (Great Britain)
Survey time period
2018
Number of respondents
1,800**
Age group
16 years and older
Special properties
bought within the last 12 months.
Method of interview
Online interview
Supplementary notes
* The source indicates: "The source of this information is the Opinions and Lifestyle Survey (OLS). The OLS is a multi-purpose survey developed by ONS for use by government departments, other public bodies, charities, academics and the media. It provides a fast, cost effective and reliable way of obtaining information on topics too brief to warrant their own survey."
** The Opinions and Lifestyle Survey is carried out by interviewing a nationally representative sample of households in Great Britain. About 1,800 households are sampled each month and estimates are subject to sampling variability, as are those from all sample surveys.

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