Mail order businesses are failing to cash in on the UK's internet shopping boom, retail analysts claim.
Data from consumer research group Mintel shows web stores have overtaken mail order catalogues as the most popular form of home shopping for the first time ever.
The report reveals 32% of shoppers bought goods online last year compared to 25% who purchased items from a catalogue.
While the internet figure rose from just 9% in 2000, the number of catalogue shoppers fell dramatically from the 53% recorded during the same year.
Mintel claimed that despite being perfectly placed to exploit the popularity of e-commerce, traditional mail order firms are failing to make the leap.
"Home shopping retailers must admit that the days of the big book are over and that the great hope of the home shopping industry is, or should be, the internet," said Mintel's Richard Perks.
"The internet is still seen by many as an exciting, new and convenient way to shop, while catalogues are often seen as old fashioned and downmarket."
Modern consumers are increasingly more sophisticated when shopping, he added, and demand personally targeted offers.
High street stores providing 'all things to all women', for example, have struggled to tempt customers.
"There is a place for home shopping and it will grow its share in the longer term. But if the existing players do not respond quickly it will be new operators which will be the beneficiaries," he said.
