Six in ten UK consumers shop online every week, with the bedroom proving the most popular place to make a purchase via a laptop or tablet.

That’s according to a new survey of 1,000 people from Redshift Research, commissioned by personalised communications technology provider Sailthru.

The poll found that 56 per cent of those who shopped online said they were most likely to buy goods while browsing on their laptop or tablet sitting in bed.

Some 63 per cent of online shoppers also said they were likely to read a personalised message they had received from a brand they knew, with 51 per cent making a purchase following a personalised offer.

Six in ten respondents preferred it when a brand sent them a communication referencing a past purchase or browsing history, and two fifths confirmed that branded emails were ‘very’ or ‘sometimes’ helpful when tailored to their interests.

However, the findings also revealed that 42 per cent of online shoppers had abandoned a purchase because it was too complicated to complete on a mobile device. Six in ten of those canvassed still opted to use a laptop over a mobile device, mainly due to a poor mobile user experience in the past.

Neil Capel, founder and CEO of Sailthru, said: “The research shows that consumers are very clearly demanding personalisation from their online and in-store shopping experiences. In order to meet this demand, brands must understand their customers on an individual level, deliver content that is interesting, timely and relevant to each user and also optimise that content to render on any device. It’s about giving every individual what they want, when they want it and recognising that need even before they do.”

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