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BizReport : Ecommerce archives : December 08, 2016

Top place for UK mobile shoppers is in bed

More proof that British shoppers are dedicated users of mobile devices for shopping comes from new research from digital analytics firm, Catchpoint.

by Helen Leggatt

Shoppers in the UK will be using their mobile devices for shopping more this year than ever before, according to Catchpoint's survey of 1000 consumers (half aged between 20 and 30 years old, and the other half aged over 50 years old).

As might be expected, younger shoppers are far more likely to shop using a smartphone. While 47% of all respondents said they use their smartphone to shop, 46% of those between the ages of 20-30 said they will do more gift shopping on their device this year, compared to just 12% of those over the age of 50.

Millennials believe that shopping on a smartphone is a far better experience than visiting a physical store (47% compared to 32% of older shoppers). In fact, Catchpoint's survey found that the top place people shop from on their mobile, across all ages, was in bed, followed by at their desk during lunch hour. For Millennials, the third most popular place from where they shop on mobile was while on the toilet.

"Digital Christmas has been around for years now, but this study shows how consumers are changing their behavior to not only Christmas shop less on the High Street but also on their desktop devices," says Mehdi Daoudi, CEO and co-founder of Catchpoint. "Getting the retail experience right for smartphones is now absolutely essential for retailers, especially if they want to target younger consumers whose use of mobile ecommerce is exploding."

Tags: 2016 holiday ecommerce, mobile, UK

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