UK Retail Businesses a Hit on Mobile as Overseas Browsing Rates Soar
Businesses encouraged to optimise websites for mobile-browsing as research reveals beauty and apparel companies have enjoyed the biggest rise in searches on mobile devices
The number of international shoppers using their smartphones to browse for UK retail businesses has increased over the last quarter, according to new research from the British Retail Consortium (BRC) and Google.
Indicating the need for businesses to ensure that their websites are mobile-friendly, the research found that UK beauty and apparel companies enjoyed the biggest rise in search volumes on mobile devices; with increases of 51% and 41% respectively between October and December 2015
The statistics also show a decline in the use of tablets with search volumes having fallen by 12% and 21% for beauty and apparel respectively. This was also the case for leisure-focused brands and department stores, which both saw a rise of 37% and 33% on smartphones but declines of 12% and 16% on tablets.
Christmas jumpers, Halloween costumes, wedding dresses and engagement rings were the most searched for items on retailers’ websites, while Halloween make-up and perfume topped the beauty list.
Spanish shoppers were found to be the most interested in buying from UK retailers with 62% having searched for UK businesses on mobile in October and December, followed by consumers in Hungary (57%) and Argentina (56%).
Martijn Bertisen, Google retail director, said:
“Across many Western countries, we have seen high mobile growth, from mature nations such as the US and Germany, through to Hungary and Poland. However in Asian countries that growth has slowed. In 2014, we saw strong mobile growth from our Eastern neighbours – classically early mobile adopters – and we can see the impact of that now.”
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