With the Black Friday sales in full swing, this week’s final Chart of the Day examines why online retailers should be offering free delivery.

As our data makes clear, free delivery is by far the most important motivator when digital consumers are thinking about making an online purchase – 6 in 10 internet users cite this as a primary purchase driver. With a 23-point lead over the next closest option, there is an obvious and resounding demand for cost-free deliveries.

What’s more, there are strong demographic patterns at work here. Although the figures are equal across the income groups, the popularity of free delivery rises in line with age. Figures peak at 3 in 4 among the oldest age group (55-64s) and drop to about 1 in 2 among 16-24s.

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