Households in East Sussex have the highest penetration of net savvy shoppers in the UK, according to a survey conducted by The survey revealed that one in three households in East Sussex regularly use the internet to shop around and save money, compared to just one quarter of households in Kent, which has the second highest penetration in the UK. Other counties that topped the list included Cleveland, Inner London, Nottinghamshire, Hertfordshire and Avon, where only one tenth of households use the internet to grab a bargain.

For a regional comparison however, the same statistics present a very different picture, naturally reflected by the variation of population in each area. Overall, the highest performing region by far is the South West, followed by the South East and Scotland. The lowest performing region is Wales, whilst East, Yorkshire, London, Midlands, North West and North East all scored marginally higher respectively.

The statistics have been compiled by Pricerunner from a demographic survey of more than 2,636 of its users conducted during a six-week period during February and March 2005. From this initial survey, Pricerunner worked closely with Experian, the leading supplier of consumer segmentation data, to create a Mosaic profile* based on postcode data provided by participants of the survey in order to get a demographic view of its user base.

The same survey also showed that whilst consumers below 25 years old may be the most frequent users of the internet, they are not the savviest group of consumers when it comes to finding the best bargain. Savvy shoppers are most likely to be aged between 25 and 34, followed closely by users expected to have access to more disposable income, aged between 35 and 44.

Pricerunner also scored high in terms of visitor retention with 76% of visitors returning to the site to check prices once per month. Gary Goodman, marketing director at Pricerunner comments: “We have a very loyal user base because we’re independent and our listings cannot be influenced. Consumers trust us to find the best price for particular products and provide them with as much information as possible to help them make an informed buying decision”.

Pricerunner is the only price comparison site that provides prices for products sold by both online retailers and high street stores. Pricerunner allows consumers to search for a product and compare UK retail prices, saving both time and energy and providing the best possible price for thousands of products.

For example, if you are looking to buy a Dyson DC14 Animal, you could pay £234.94 inc. delivery at or get stung for £299 at Argos – therefore making a saving of £64.06 by shopping around.

Other products, such as the Sony Ericsson T610 mobile phone show even greater savings. Using you would find that you could pay £89.99 inc. delivery by ordering online at or a whopping £386.55 at - a difference of £296.56.**

About Pricerunner, a division of ValueClick, Inc. (Nasdaq: VCLK), offers product and price comparisons in the categories of personal care, books, computers, films, finance, games and consoles, golf, home appliances, home cinema, household bills, insurance, music, phones, photography, software and sound and vision. was the first site in the UK to compare information from both online and high street stores and is the only one that lists non-paying retailers to give users a better overview of the market. By giving the consumer an objective and informative overview, makes it easier for the consumer to make a smarter purchase more quickly.

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Press Contact:
Peppercom Europe
Gioconda Beekman/ Fiona Hollis
Tel: +44 020 7033 2660
Email: or

* Mosaic profiling is a classification that paints a rich picture of UK consumers in terms of their socio-demographics, lifestyles, culture and behaviour. Mosaic classifies consumers by household or postcode.

** prices correct at time of going to press

Published on: 12:00AM on 7th April 2005