Research from the IPA shows faster broadband will benefit the wider economy.

If the government's Digital Britain Universal Service Commitment to provide every home in the country with 2Mbps broadband by 2012 is realised, it will have a positive impact on online retail sales.

According to research from the Institute of Practitioners in Advertising (IPA) Search Group, consumers with a high-speed connection are 36.9 per cent more likely to make on an online purchase than those with a slow-speed system.

Mark Fagan, chairman of the IPA Search Group, said that if the 4.9 per cent of people currently with a slow-speed connection mimic the buying habits of others, it would boost online retail sales.

"Even if they only increase their online purchasing by half that of their peers, it would still represent an enormous amount of additional ecommerce," he stated.

According to the Royal Mail Home Shopping Tracker 2009, 45 per cent of shoppers search catalogues before buying items online, an increase of eight per cent compared to 2008.

Posted by Mark Moore


Article Added: 26/02/2010 09:35:55