More people shop at Amazon than online at Waterstones new survey reveals

Ten times as many people shop at Amazon than online at Waterstone's, a survey carried out by the Institute of Direct Marketing, has revealed, while more than half of respondents bought books online.

The research showed that 80% of some 2,000 readers surveyed bought books from Amazon, in comparison to just 8% of people who shopped at the high street book retailer’s website.

The IDM said the results supported the importance of digital marketing in boosting sales.

Digital marketing company Econsultancy said,  "With around 56% of respondents going online for books, it stands to reason that businesses use digital marketing to push their own sales.'