The rise of the extreme shopper: How obsessed women are shopping online in gyms and even during weddings

The rise of the extreme shopper: How obsessed women are shopping online in gyms and even during weddings

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UPDATED:

08:59 GMT, 2 August 2012

Modern technology is turning British women into extreme shoppers, with many admitting to shopping while at the gym, during work meetings and even when attending a wedding.

A new study by Very.co.uk has revealed that thanks to the increasing number of smart phones and tablets, women are unable to reign in their shopping habits and are instead using social media to ask friends to help them decide what to buy.

The online retailer interviewed 1,000 women with 37% admitting to shopping while in bed, and another 37% revealing that they often purchase products online when they should be working.

Extreme shoppers: Many women are shopping while at the gym, during work meetings and even when attending a wedding

Extreme shoppers: Many women are shopping while at the gym, during work meetings and even when attending a wedding

Meanwhile 33% are sneaking online shopping in while they are commuting, 3% say they have secretly bought items online while at a friend's wedding, and 18% admitted to making purchases while using the toilet.

‘The rise of smart phones and tablet computers means that there are no longer boundaries to shopping and women are never far from being able to get their fashion fix,’ says Rebecca Elderfield, Very.co.uk Style Director.

‘Women can get inspiration for the latest looks as well as the seal of approval from dozens of friends in a matter of seconds, meaning the way we select, buy and chat about fashion has changed dramatically.'

Extreme shopping: Holly Willoughby is the face of internet shopping retailer very.co.uk

Spending online: Holly Willoughby is the face of internet retailer very.co.uk

Internet shopping explosion: Myleene Klass poses in a new campaign for Very

Internet shopping explosion: Fearne Cotton in a new campaign for very.co.uk

According to the study, women from London are the most likely to shop on a date (6%), while those from Birmingham tended to save their online splurging for work meetings (14%).

A large amount of those surveyed admitted to ‘social shopping’, which appears to be replacing the need to visit stores with friends for advice and approval.

Over a quarter of women aged under-25 admitted that they had used social media to get feedback from their friends deciding to make a purchase.

The equivalent of 8.6 million British women (47%) have shared a dress they have spotted or bought on social media sites such as Facebook, Twitter and image-sharing site Pinterest, with the biggest ‘Social Shoppers’ found in London (55%).