Online shopping is set to grow by almost 50 per cent over the next five years, hitting £50bn by 2018, according to new research from Verdict.
Reports predict that one pound in every seven spent in retail will be made through online purchasing.
In a surge of 10,000 online shoppers, only four per cent more people considered physical shopping to be more enjoyable than online.
Verdict lead analyst, Patrick O’Brien, said: "Rather than push online spend outdoors, the rapid adoption of touch screen tablets and smartphones has moved online shopping into the living room.
"67 per cent of those surveyed said they shopped from their living room, indicating that second screening – browsing websites while watching TV – has had a major impact.
"This, together with the ability to browse on smartphones wherever you are, and the social media has made online shopping a much more immersive and interactive experience than it was a few years ago."