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Friday, 12 April 2013 08:53

Brits spend £3,700 a year on the web during work hours

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Direct marketers may wish to revise the timing of their messages as a new study proves that Brits aren't waiting until after 5pm to shop over the internet.

In fact, according to a poll of 1,001 adults from Sheilas' Wheels home insurance, Brits spend an average of £314 a month on the web during working hours. This equates to a staggering £3,687 a year - 14 per cent of the average salary, leaving little money for shopping over the weekend.

For companies looking to adjust their email marketing activity to focus on targeting such workers, the study found that 1pm on Friday represented optimum selling time. Monday at 12:15pm followed closely behind, indicating that workers were at least saving their sprees for lunch.

However, according to dailymail.co.uk, a separate study from price comparison firm InvisibleHand claims internet shopping is 75 per cent higher at 4pm on Wednesdays. This means it might be a case of websites checking their transactions to see when purchases are most likely to take place.

Scotsman.com reports 52 per cent bought gifts and cards during work, 51 per cent snapped up DVDs and games, while 45 per cent booked tickets to sports and music events.

Men were bigger spenders than women by splashing out £86 a week compared to £68, although they were far from proud of their habit - as nearly a third had their parcels delivered to work to avoid them being seen by their other half.

Other readings showed that 26 per cent had no intention of cutting down their sprees as they made work more enjoyable. Meanwhile 43 per cent said they felt less guilty about online shopping than going out of their workplace to visit their local retailers.

Jacky Brown, at Sheilas' Wheels home insurance, commented: "It is no surprise that the long hours culture in Britain has led many workers to shop online and treat themselves to some well-deserved indulgence.

"As a result, workers are not just limiting themselves to buying food and drinks at lunchtime and instead they are heading online or out to the shops to buy anything from clothing and shoes, to DVDs and games."