When it comes to buying goods online, most people will head to a dedicated retail website using their browser and device of choice rather than opting for one of the other choices available to them.

This is according to a new study from Adyen in which it was found that 95 per cent of people in the UK have made a web-based purchase at some point.

Conversely, just 60 per cent of consumers have turned to a mobile app to carry out safe shopping online. Social media is an even smaller player in this market place, with only a quarter of people stating that they had carried out a transaction through this route, Internet Retailing reports.

Even with the rise of e-commerce, the high street has not entirely lost its appeal amongst shoppers. In fact, just three per cent of respondents said that they never visit bricks and mortar outlets due to the availability of online alternatives.

In terms of the most appealing elements of online shopping, being able to compare prices was cited by over two thirds of people as being the main draw. Seventy per cent said that home delivery consistently convinced them to shop online rather than hitting the high street.

Free delivery is a must for a quarter of those questioned, with paid shipping being cited as a turn-off by especially frugal consumers.

Brits are very sensitive to the pricing of products, with 68 per cent saying they would shop with a different retailer if they found a more appealing offer elsewhere. And 73 per cent said that a high price tag had been enough to cause them to abandon an online cart on at least one occasion, giving retailers an idea of how best to avoid losing out to rivals.