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BizReport : Mobile Marketing : June 21, 2016

Criteo study reveals the rise of 'copycart' shopping among UK consumers

A new study reveals the UK is a nation of mobile shoppers driven by social media and social connections as well as convenience and emotional ties to a brand.

by Helen Leggatt

Five percent, or 2.5 million consumers, shop via a mobile device every day in the UK, according to a survey, conducted by ICM for Criteo, of 2,023 adults in the country aged 18 and over. That figure doubles among those between the ages of 18 and 34.

Heavy social media use appears to be a driver of daily buying via mobile, found the research, with those Brits who frequent social media on a daily basis being the biggest mobile shoppers:-

- 35% of daily Facebook users have bought on mobile compared to just 17% of non-Facebook users;

- Heavy Snapchat and Instagram users are the biggest mobile buyers;

- Daily Instagram users are 113% more likely to buy clothes on mobile than the average Brit.

Criteo dubs this behavior "Copycart shopping" - where a social media user sees an item on a social network and looks to purchase that item soon after.

"We can now see that shopping on mobile is becoming a daily routine for large sections of the population, suggesting that smartphones are creating greater emotional ties behind consumer and brand. In addition, these findings show that browsing Facebook, Instagram and Pinterest in front of the TV at night is driving the growth of mobile commerce, just as much as mobile's innate portability," says ‎Jason Morse, Vice President, Mobile Products at Criteo.

"These emotional factors further emphasize how important it is that brands can deliver contextual creative experiences, messaging and advertising that respond to individuals' needs and desires in the moment, wherever they are and however they're feeling. Non-intrusive, relevant and personalized ads in a native context are key to maximizing conversions and driving mobile performance."

Tags: mcommerce, social media, UK

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