A global study by research company ACNielsen found that just half of UK shoppers said they would only go window shopping for clothes, jewellery or watches.
While 45 per cent of UK shoppers go online to buy MP3 players, 43 per cent browse for mobile phones and 42 per cent investigate loans.
ACNielsen group managing director for UK and Ireland Eleni Nicholas said that almost two-thirds of UK consumers rated the internet as their 'main purchase influence' for buying holidays.
She added: 'This shopping revolution presents a real challenge. Now, more than ever, popular fashion brands and jewellery shops are crucial -to determine the success of one high street to another.'