The number of people who chose to use the web to shop, interact and do research on Christmas day grew to 4.4 million last year.

Just a few years ago, this apparently unsociable behaviour would have seemed remarkable, but now it just seems logical. Not only do people spend more time online generally these days, but other factors are coming into play as well.

This year sales started earlier online, while new purchases, gizmos and electronic paraphernalia may also have sent people rushing to the web for advice. Such behaviour is to be expected, and prepared for. Sad then that many online sites still fail to meet user expectations.

Businesses will have to get used to supporting this new constant demand for shopping and interacting online, and meet the rapidly growing and maturing requirements of their ever-hungry customer base – or else see their visitors going elsewhere in future.