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BizReport : Ecommerce archives : September 16, 2015

Spending gap between PC-only and multi-channel shoppers widens

A study by the Center for Retail Research for RetailMeNot reveals that shoppers in the U.K. will spend £60 billion (US$92 billion) online next year and demonstrates the gap between how much multi-channel and PC-only shoppers will spend.

by Helen Leggatt

Shoppers that make purchases on a PC as well as a smartphone or tablet will spend, on average, £1,962 (US$3,010) in 2016. That's 94% more than PC-only shoppers will spend, according to the Center for Retail Research's study.

In 2014, multi-channel shoppers spent 59% more than PC-only shoppers.

While PC-only shoppers were found to spend more per transaction than multi-channel shoppers - £57.53 (US$88) versus £51.71 (US$79) on tablet and £47.01 (US$72) on smartphones - they also made fewer transactions thus spending less over the course of a year.

"Mobile shoppers typically spend longer researching and comparing products before making a purchase, but as the mobile shopping experience improves we are seeing mobile and tablet users shop online more frequently and spend more each time," said Giulio Montemagno, senior vice president international at RetailMeNot.

The gap is set to widen, says the study, as tablet and smartphone transaction values are set to grow by 5.7% and 12.5% respectively while PC-only transactions are forecast to grow by just 2.6%.

"Retailers that have been quick off the mark to improve and more efficiently personalize the multi-channel shopping experience are now seeing their investment pay off," says Montemagno. "Comparatively, retailers that have yet to fully embrace mobile and tablet devices are at risk of falling further behind the competition if they do not act quickly."

Image via Shutterstock

Tags: ecommerce, mobile, multi-channel ecommerce, UK

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