Britons are spending increasing lengths of time on e-commerce sites, according to fresh research.

A study by price comparison website uSwitch.com indicated that 65 per cent of the population shop online for up to two hours each week.

Other findings included the fact that more time is being devoted to surfing in general, as the typical household spends five hours per week online.

For 18 per cent, however, that rises to more than ten hours in each seven-day period.

Business involved in e-commerce may wish to consider targeting social networks as 55 per cent of people are involved with these, instant messaging or forums.

On average, households spend two hours per week on these activities, but 11 per cent are devoting more than six hours to them.

Communications expert at uSwitch.com Jason Glynn remarked: "By using emails, text messages and social networking sites people feel like they are staying in touch with family and friends while still saving valuable time."

The study comes after Shop.org research, conducted by Forrester, revealed that many online retailers in the US are making improving the checkout experience for customers one of their main priorities.