Survey shows UK consumers very satisfied with online shopping experiences

A recent survey from ForeSee found U.K. online shoppers were more satisfied with their online shopping experiences in 2011 than in any previous year.

The survey showed U.K. shoppers' satisfaction with online stores increased in 2011 based on four factors: functionality, price, merchandise and content. The survey reported a 73 out of 100 satisfaction level, one point higher than reported in 2010. Further, 62 percent of consumers who had a positive shopping experience said they would return to a retailer's ecommerce site, and 42 percent said they would make an in-store purchase from that retailer if they were happy with their online experience.

"Our research shows just how important the impact of online shopping channel is on overall business," said Larry Freed, CEO of ForeSee. "One of the best ways to increase that impact is by improving customer satisfaction, which results in sales, loyalty, and positive word-of-mouth recommendations."

As retailers continue to improve their online offerings, experts predict the growth in online shopping will continue through 2012. Wales Online reported that in the next 12 months, many retailers are likely to reduce their in-store space and focus more on enhancing their ecommerce sites, to cater to the growing population of online shoppers.