Consumers believe that the internet is helping them make more informed purchasing decisions, according to research carried out by marketing group Performics.
In the survey 45 per cent of respondents said they found the best deals online in the past month versus only 34 per cent who found bargains in store.
Generations X and Y led the economic recovery in 2009, as people between the ages of 18 and 44 outspent older consumers.
Michael Kahn, senior vice president of marketing at the organisation, commented: "Consumers have long turned to the internet to check prices and identify the best products to buy and merchants to patronise, but this year’s economic situation pushed this practice front and centre."
Earlier this week, Interactive Media in Retail Group commented that that the idea of shopping online on Christmas Day is becoming a festive tradition.
The Daily Mail reported that over £100 million was spent on the day last year.
