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BizReport : Mobile Marketing : January 26, 2016

International mobile browsing on UK retail sites rises significantly

Retailers in the UK experienced a significant rise in the number of people visiting their websites via smartphone from overseas, according to new figures released by the British Retail Consortium and Google.

by Helen Leggatt

In the final quarter of 2015, browsing rates on UK retail websites from overseas smartphones rose significantly, particularly for beauty products, reveal the BRC/Google figures. Beauty retailers enjoyed a 51% growth in browsing rates and apparel 41%.

Browsing from tablets, on the other hand, dropped - 12% for beauty products and 16% for apparel - signifying that consumers are increasingly comfortable using the smaller screen.

"The internet played a vital role in driving sales for UK retailers, and, as has been the case for some time now, mobile devices were key to this," said Chief Executive of the BRC, Helen Dickinson. "Among the ever expanding range of mobile devices used by the internet-savvy overseas shopper, smartphones continue to be the most popular."

Meanwhile, while countries such as Spain, Hungary and Argentina showed the highest growth at 62%, 57% and 56% respectively, countries in Asia saw only small increase - such as 8% rise in South Korea, and others a decline.

"Across many Western countries we have seen high mobile growth, from mature nations such as the US and Germany, through to Hungary and Poland," said Martijn Bertisen, Retail Director at Google. "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."

Image via Shutterstock

Tags: Europe, mobile, retail, U.K.

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