Small business owners have been reminded of the importance of the internet with news that 49% of consumers now regularly buy from internet-only firms, according to data released by 1&1 Internet Ltd.

The company's eBusiness audit found that consumers in 2010 are not only comfortable interacting with businesses online but a great many now prioritise this method. The majority of shoppers now see little distinction between online and offline firms and 48% of Britons expect all businesses to have a website. One in three respondents admit to feeling 'concerns' about using a firm that has no website.

The survey also showed that selling online has improved the work/life balance for 41% of small firm owners and has led to 58% moderating their business plan to accommodate online.

"Business owners have gained a broad range of benefits from adopting the Web. As internet technologies grow apace, the future promises even greater potential for firms to grow revenues and optimise their customer experience," said Oliver Mauss, CEO of 1&1 Internet Ltd.