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BizReport : Ecommerce archives : April 30, 2015

UK: Mobile outstrips PC for apparel searches

Shopping for clothes online has become a mobile activity, according to the latest British Retail Consortium-Google Online Retail Monitor.

by Helen Leggatt

When it comes to searching for purchases online, consumers in the UK are using mobile more than they are PCs, particularly when searching for apparel. The number using a smartphone to search for apparel is up 54% YoY and, during the same period, tablet searches are up 11%.

"Mobile continues to drive growth in the UK and this remains the case with apparel in the first quarter of the year," said Peter Fitzgerald, Retail Director, Google. "Interestingly, emerging markets still see strong growth from tablets, however smartphones supercharge growth for overseas consumers of UK brands."

Shoppers in Britain are also looking outside the UK's borders to buy clothing, found the report, which shows a 9% rise in searches for overseas clothing retailers. Likewise, there was a 10% rise in shoppers outside of Britain looking for UK clothing.

The BRC-Google Online Retail Monitor measures changes and trends in the growth of retail search terms over time. Google compiles data by weighting terms according to their historical likelihood of being related to retail searches.

Image via Shutterstock

Tags: ecommerce, fashion, mobile, trends, UK

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