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BizReport : Ecommerce archives : October 19, 2011

1 in 10 retail searches done via mobile

New figures released by the British Retail Consortium (BRC) and Google show that total retail search volumes grew at their fastest rate this year during Q3 thanks to mobile.

by Helen Leggatt

The festive season is almost upon us and shoppers are turning to technology to help find the perfect gift. They're also looking for the perfect price. In the third quarter of this year total retail search volumes grew at their fastest pace since the start of the year (35%), according to the BRC/Google Online Retail Monitor.

"This is unsurprising given that many consumers are Christmas shopping earlier this year, in order to spread the cost and avoid disruption due to bad weather,"

Peter Fitzgerald, retail director at Google.

"International searches for UK retailers also saw a massive uplift last quarter, as countries already originating large volumes of searches such as Russia, Pakistan and Mexico saw increases of between 90% and 300% year on year."

Consumers in the UK are keeping a tight grip on their purse strings and logging on to make their money go as far as possible. Retail search volumes for pure online retailers grew 71% in Q3 2011 compared with just 26% for multi-channel retailers.

However, while search volumes have risen online spending has slowed to 10% which, the BRC suggests, is due to the amount of bargain hunting.

Mobile is driving up retail search and now accounts for 10% of all retail searches. Mobile search volumes have increased 168% year on year in Q3 while retail searches on desktop rose by 35%.

Tags: mobile search, mobile trends, online search, retail monitor, retail trends, search marketing

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  • Further illustration of the power consumers now wield. But mobile is shaping so much more than search. It is reshaping the entire industry. For retail organisations everywhere mobile service innovation is essential to assure survival and growth in what is now a mobile world. A recent CA Technologies study (Twitter hashtag: #CA_MET) revealed that savvy consumers re-claim 38 extra days a year with 'Mobile Economic Time'. Increasingly this previously dead time has become mobile purchasing moments in which Smartphone and Tablet PC users engage with brands and buy stuff. This could help safeguard retail fortunes despite the downturn and accelerate growth after it. But today online mobile experiences fall short of expectations - so retailers must react quickly to both the opportunities and the challenges.



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