PricewaterhouseCoopers LLP 's research revealed that by 2011 the majority of under-55s will have used the Internet to buy something. Market value could reach £35 billion, almost three times the current amount.

The projected growth of online retail is thought to be influenced by a number of factors including increased broadband take up and buoyant consumer confidence, as reported by the Retail Bulletin.

A PricewaterhouseCoopers spokesman said that there was no such thing as a typical online consumer, and that the reality of online retail was catching up with early hype.