TalkTalk study finds online shoppers enjoy lower inflation
Consumers who do most of their shopping online enjoy a rate of inflation that is just one-tenth of the national figure, according to new research commissioned by TalkTalk.
The study, conducted by the Centre for Economics and Business Research (CEBR), found that inflation on the web stands at 0.3 per cent, compared with 3.5 per cent as measured by the Office for National Statistics' latest Retail Price Index.
TalkTalk launched its Digital Retail Price Index (DRPI) to illustrate the difference in rates of inflation for shoppers who buy goods such as clothing and food online rather than on the high street.
Analysts at the CEBR claimed the DRPI is likely to remain below the In-store Price Comparator Index over the next year due to elevated energy prices, which have a disproportionate effect on traditional bricks-and-mortar retailers.
Kristine Olson, director of sales and loyalty at TalkTalk, said the index shows that customers who have no broadband connection are "really missing out financially" at a time when household budgets are already under significant pressure.
"There are 8.1 million adults in the UK who have never used the internet and who are missing out on the money-saving deals available online," she commented.