From Shopping to Streaming: Where UK Consumers Are Clicking Most

Looking at statistics worldwide, one can see a very obvious trend in online habits. People love digital technology and spending time online. Here in the UK, people spend on average four hours and 20 minutes per day online. That’s a lot of hours to fill, so you may be curious about what people are doing. It’s a bit of a mixed bag, but there are some common answers people give.

Shopping is easily one of the most popular things that people do online in the UK. In fact, the UK has the most developed e-commerce market in Europe. UK consumers openly embrace all aspects of online shopping, widely integrating it into their daily lives. Just under 50% of Europeans shop online, but in some areas of the UK, that figure reaches up to 85%.

Beyond shopping, UK consumers engage in a variety of online activities, including streaming and gaming. Let’s explore where they are clicking most.

Online Shopping

As mentioned above, shopping is often near the top of the list when it comes to what UK consumers spend time on online. The fact is that you can get just about anything online nowadays, which makes going to a physical store unnecessary. When shopping in person, you have to deal with low inventory, a smaller collection of items, crowds, pushy salespeople, and more. There is also the time factor, including commuting to and from the shop (which may not be nearby) and the time spent browsing for items.

Now consider how simple and quick it is to shop online. With just a couple of clicks you can make a purchase, set up delivery, and pay for it in a secure way. Many online retailers give customers a chance to set up an account so they can save personal information such as their payment method, address, and more. This makes shopping even faster and easier.

And speaking of benefits to shopping online, it’s also common to find exclusive promotions and discounts you wouldn’t find in store. If you’re able to save 10%, 20%, or more simply by purchasing your items online, why wouldn’t you? It’s an easy decision, so why not take advantage of those savings?

When online shopping first became available, it was normal to see shipping fees that seemed exorbitant. Sometimes, the shipping fee cost more than the items you were purchasing. Today, however, most online retailers offer free shipping promotions or a minimum purchase amount that grants you free shipping. Again, it just makes online shopping all the more attractive.

So where do UK consumers shop online? They often turn to popular retailers like Amazon, Argos, Marks & Spencer, eBay, Boots, and AliExpress.

Streaming Media

Next up, we’ve got streaming media. It’s incredible that your smartphone or tablet can act as a television, but that’s where we’re at. You can stream content on YouTube or through one of the many streaming platforms now available. Netflix is by far the most popular streaming service, with approximately 58% of households having a subscription. Other leading streaming platforms in the UK include Disney+, Amazon Prime, Discovery+, NOW, Paramount, and Apple TV+.

Overall, research indicates that nearly 70% of UK households subscribe to at least one streaming service. This means just over 20 million households have a streaming subscription.

Online Casual Gaming

People are always hunting for new and engaging forms of entertainment. When the internet started offering games, it was as though everyone’s wishes came true. Part of what makes online casual gaming so ideal is the variety available. You’ll find games in just about every category and genre, giving you something new to play daily.

One example of online casual gaming that UK residents seem especially intrigued and enthralled by is online casinos. Take the PayPal casinos in the UK, for example, that provide the same experience as brick-and-mortar casinos. This type of online casual gaming extends consumers’ payment and entertainment activity beyond traditional platforms. Gaming developers continue to deliver a seamless digital experience.

Ordering Groceries and Meals Online

We’ll group this aspect of online consumerism together, though it actually consists of two separate offerings. Ordering food online has grown in popularity, with much of that being attributed to the lockdown period of the COVID-19 pandemic.

Food delivery existed before the pandemic, but when people couldn’t leave their houses, dine in at restaurants, or even just feel comfortable strolling through the market for groceries, online ordering was the solution. What this showed people is how convenient ordering food online can be. You can choose your items, include special instructions, and choose a drop-off time. But as popular as food delivery is in the UK, grocery delivery is the bigger market.

Statista projects that UK online food delivery revenue will exceed £37 billion in 2025—an astonishing figure. This revenue is also expected to keep growing well into 2030. One of the trends that is feeding the increase in food delivery is the desire to eat healthier. Consumers are looking specifically for locally sourced items and plant-based ingredients. They are picking restaurants that specialise in these offerings.

This shift has led to the rise of another type of food delivery: pre-made meal kit subscriptions. There are many that speak to health-conscious consumers who don’t want the inconvenience of shopping for ingredients and finding healthy recipes. Instead, they can have a meal kit delivered to their house, complete with step-by-step instructions.

Online UK Consumers Are Savvy, Informed, and Well Aware of What They Want

As you can see, online UK consumers aren’t afraid to give new sites a try. Additionally, they are happy to delve even deeper into what the internet offers in terms of services, goods, and entertainment. Technology is advancing and will continue to take a stronger hold in peoples’ lives, whether they like it or not. There’s no turning your back on the digital world. Instead, it’s about embracing it.