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Brands that fail to embrace and engage with online consumers are set to be amongst those most severely affected by the expected economic downturn.

Research conducted by e-consultancy, Logan Tod, reveals that 64% of respondents will reduce their spending generally in view of the deteriorating economic climate. However, 56% said that their online spending will either not be affected, or would actually increase.

The survey shows that with increasing fears surrounding the credit crunch, falling house prices and worsening economic conditions, consumers are turning online to find both the best available prices and advice.

Online retail has seen a continual growth in 2008, with online spend up 38% on the first half of 2007, now accounting for 17p of every pound spent in the UK.