A little over half of online shoppers compare prices before buying DIY and hardware products, according to new research from shopping and price comparison website giveasyoulive.com.
The study found that 55% of people buying DIY online hunt for the best deal, and spend an average of 29 minutes doing so. Across all the product and service categories researched, the average time is 32 minutes.
Giveasyoulive.com says that, overall, nine in 10 people now compare prices before purchasing online. Electrical products are those most compared, by 81% of people, followed by 77% comparing prices on home appliances. People spend 44 minutes checking out electrical products and 47 minutes on searching out the best home appliances deal.
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 website's head of consumer insights, Steff Lewis, said: "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. It's unlikely that this will ever change, so retailers need to cater for consumers who will want to easily find the best deal and are willing to spend over an hour in some cases to find that deal.
"Retailers should still be mindful that the service offered and being a trusted brand is still key for many consumers, particularly men. So whilst having competitive prices should remain a priority for retailers, it's important to make sure they're getting everything else right too."
Giveasyoulive.com raises money for charity through online shopping. When consumers compare prices and then shop through any of the website's 3,600 partner retailers, a percentage of their spend goes from the retailer to the charity of their choice.