Home broadband users can be split into two categories of online shoppers, it is believed.

The first type of online shopper is "very brand-centric", while the other type is more willing to use search engines to scour different sites for the best products and prices, according to Hannah Kimuyu, director of paid search at digital marketing agency Greenlight.

Commenting on this second category of shopper, she said: "It's almost saying to the search engine 'inspire me, I'm looking for a CD, I'm looking for a dress' and going through the motions by starting off with generic terms."

They then gradually make their searches more specific before deciding on the actual brand themselves, she added.

Home broadband users have regularly been using the internet to shop for clothes, according to the latest research by Greenlight.

In November 2009, UK consumers made a total of 7.1 million online searches for the latest men's and women's clothing styles and fashion collections, more than doubling September's total.

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