New research from shopping and price comparison site Give as you Live has revealed that on average Brits will spend 32 minutes comparing prices online before they make a purchase, with 9 in 10 Brits bargain hunting.

According to the data, cost still remains the ultimate deciding factor influencing 89% of online purchases, however men are more likely to be seduced by service and branding, with women more concerned about cost and convenience.
The research, a commissioned study of 2,012 UK residents, has also revealed the majority (81%) of Brits compare prices on electrical products. This is followed by 77% of consumers comparing prices on home appliances and 71% on travel, with a considerable 1 hour and 5 minutes being spent comparing travel options alone.

“Whether it’s choosing a holiday or buying the next video game, people are paying significant amounts of time comparing prices to get the best deal” said Steff Lewis, Head of Consumer Insights at Give as you Live.

Lewis further stated that although retailers need to cater for consumers who want to easily find the best deal, they should bare in mind that trust and good service is still key for many consumers.