Consumer mobility in the Scottish isles: The impact of internet adoption upon retail travel patterns

• The internet has had only a modest impact upon retail related travel in the islands.
• There is limited grocery provision outside the main towns and no on-line service.
• The need to grocery shop is a primary factor affecting retail related travel.
• Retail travel is regularly combined with other business or domestic activity.
• Travel to the town is less likely when there is good quality local grocery provision.

While there have been numerous studies of on-line shopping behaviour, the impact of internet adoption upon island communities remains largely unexplored. This is despite the identified difficulties that are encountered when attempting to access goods and services in these peripheral economies. Limitations in the transport infrastructure, inconsistent supply and restricted availability have all been acknowledged as issues affecting local retail provision. Island residents have also traditionally been required to travel to the main town or mainland in order to shop for key items. This research study examines the extent to which on-line provision has reconfigured the mobility patterns of residents in the Scottish isles and whether e-commerce has reduced the propensity of individuals to undertake shopping related travel. The findings suggest that e-commerce has had only a modest impact upon consumer travel patterns and that other situational factors moderate the identified benefits that accrue from purchasing on-line.