Buyers keep online purchases secret
Published 01/08/2010 | 10:52
Buying online is almost like having a secret affair, with more than half of buyers keeping their purchases secret from their partners, new research has revealed.
A survey carried out by retail intelligence analysts and mystery shopping company Retail Active found over the last six months 58% of buyers deliberately kept their online buys secret.
The company, which offers mystery shopping and brand auditing services to businesses, surveyed 3,500 people last week.
It found 40% of online buyers spent their money on personal indulgences.
Out of those who admitted making secret purchases, 78% were from the 35 to 41 age group.
Just over half, 57%, of the group were women, while 47% of the total people surveyed were married.
Retail Active said secret buyers tended to go for smaller items, such as lingerie, perfumes or DVDs which easily fit through the letter box without having to be signed for or left with neighbours.
A company spokesman said: "Buying online is something buyers largely do in private - away from their partners - with all the temptations to indulge in their secret passions. It has remarkable parallels with having an affair.
"The purchases may not always be risque. They could be a surprise gift, a silly gadget, or an outrageously expensive item your partner would kill you for buying. Equally it could be sexy lingerie or a dodgy DVD.
"But our survey revealed a majority of online buyers are employing subterfuge to keep their partners in the dark about their purchases."