1 in 5 online shoppers now mobile

 

Smartphones and tablets fuel rise in online retail searches

Research suggests the number of Brits who shop online is rising dramatically. At the end of 2011, retail search volumes were 24% higher than at the same time a year earlier.

According to the British Retail Consortium (BRC) figures, the increase was driven by growth in searches from mobile devices. In fact, smartphone and tablet search volumes increased by 169% between December 2010 and the end of last year.

During the fourth quarter, online searches for food and drink products had the fastest rate of growth, rising by 29% year-on-year. On mobile technology, searches increased most for items of homeware, up by 189% on 2010.

Stephen Robertson, director general of the BRC, said: “During December, one in five retail searches came from a mobile device and on Christmas Day this increased to more than one in four.

“Hard-pressed consumers are searching more for bargains and using technology to seek out the best offers. For many retailers, tapping into these booming consumer markets is an increasingly important strategy for growth.”

Meanwhile, research by shopping comparison website Kelkoo suggest that total online retail sales increased by 14% in 2011, to more than £50billion.

According to the figures, internet shoppers spent almost £1,500 each, with an average of 39 items purchased online throughout the year. Internet retail now accounts for 12% of total spending.

Chris Simpson, of Kelkoo, commented: “This is not because people are spending more money, but because they are shopping in the most convenient and affordable way.”

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