Online retailers are improving their web presence, according to the Retailer Image study carried out by PriceRunner, an online service offering price and product comparisons.

PriceRunner is said to have studied 59 retailers in the UK selling white goods and home electronics. Through an online survey, it asked consumers specific questions concerning brand awareness, overall rating, strengths and weaknesses, retailer preference, loyalty and recommendation and received 4,918 responses. The study is conducted bi-annually and aims to research consumer attitudes to various Internet retailers.

Results have revealed that Argos is top in relation to brand awareness and Amazon scores highest overall and is the site that consumers would most recommend to a friend. PriceRunner concluded that price is still the most important factor for selecting an online retailer, followed by a secure payment facility and reliability which are said to have increased in priority for consumers.