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online shopping not seeing friends
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UK shoppers spend more time looking for online deals than seeing their friends

James Gray

Owner/Editor at Busara Ltd
I am a published writer, journalist and photo-journalist. I have an MA in Creative Writing and Journalism from the University of Wales and my journalism has been published in a number of UK national newspapers including 'the Observer'. My photo-journalism has been represented by Agence France-Presse.
James Gray

A new study into online shopping habits found people in the UK now spend more time researching things to buy online than they do socialising with friends, cooking, exercising and even watching TV.

On average, UK shoppers spend 16 hours a week reviewing different products they’re looking to buy, which equates to a staggering 832 hours a year, or almost five weeks back-to-back.

Comparatively, respondents say they spend just five hours each week socialising with friends, six hours a week cooking, and 15 hours a week on average watching TV.  

The Choice Paradox
When shopping online, UK consumers face an unprecedented amount of choice. The sheer volume of options, reviews and recommendations to process makes it harder to make a decision, which could explain why we’re now spending more of our time than ever researching things to buy online.

Well over a third of UK shoppers (40%) feel there is too much choice online – 37% say it makes them feel overwhelmed, one in five (21%) regularly return items they’ve bought online because they think they made the wrong choice, and almost a third (29%) claim they’ve actually given up buying something because there was an impossible amount of choice to wade through.

Almost half of millennials (42%) admit they research stuff to buy online every day. A third of Brits (31%) admit they could be addicted to online shopping because there’s a never-ending stream of options, and one in three (31%) reveal they can’t stop researching products even after they’ve gone to bed. 

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