IRUK 500

IRUK Top500 Study: Office, White Stuff and Hobbs reach 70% more 18-24 year-olds YOY

Websites like Asos and Topshop are heavily over-indexed for younger shoppers’ web traffic, reveals a study researched in collaboration with IRUK Top500 Knowledge Partner Hitwise [IRDX VEXH].

More remarkable, in the view of Hitwise analyst Lisa Luu, is that Hobbs, which ‘traditionally markets to an older female demographic’ grew its total visits from the 18-24 year-old demographic by 80% compared to same period in the previous year. Shoe retailer Office (476%), White Stuff (71%), Ocado (61%) and Ryman (60%) round out the five fastest-growing websites for this demographic (see Table 1.)

The study, which measured web traffic going to the UK’s Top500 retailers, focussed on the 18-24 year-old age group, comparing May-June 2017 with the same period in the previous year.

“Amazon and eBay received 65% of all visits to Top100 websites”

Ecommerce giants Amazon and eBay received 65% of all visits to Top100 websites in May and June. “Amazon and eBay dominated the market for 18-24 year-old consumers in terms of total visits and engagement (visits per user), as is the case for the online population as a whole,” says Luu.

Marketplace eBay and retailers with attached marketplaces Amazon and Asos come out top three for repeat interaction with 61, 30 and 19 visits per user, respectively. Topshop and Hobbs round out the top five for this metric (see Table 3.)

Tabulated results

Included are the top five websites for Total Visits Change Year-on-Year, Site Visits, and Visits per User.

Table 1: Top rising retailers for visits by 18-24 year-olds in May-June 2017

Retailer  Total visits change YOY*
1 Office [IRDX ROFF] 476%
2 Hobbs [IRDX RHOB] 80%
3 White Stuff [IRDX RWSF] 71%
4 Ocado [IRDX ROCA] 61%
5 Ryman [IRDX RRYM] 60%
* The increase in total visits to a website in May-June 2017 as a fraction of the figure for the same period the previous year

Table 2: Top five retailers for visits by 18-24 year-olds in May-June 2017

Retailer  Visit share*
1 Amazon [IRDX RAMZ] 45.89%
2 eBay [IRDX REBY] 17.70%
3 Asos [IRDX RASO] 4.02%
4 Argos [IRDX RARG] 2.65%
5 Apple [IRDX RAPL] 2.45%
* Visit share out of IRUK Top100

Table 3: Top five retailers for visits per user by 18-24 year-olds in May-June 2017

Retailer  Average visits per user*
1 Amazon [IRDX RAMZ] 60.9
2 eBay [IRDX REBY] 29.2
3 Asos [IRDX RASO] 18.5
4 Topshop [IRDX RTOP] 17.0
5 Hobbs [IRDX RHOB] 14.9
* The visits per user metric, researched by Hitwise, is still in beta

About the study

This post is part of a series developed with Hitwise that reveals the year-on-year change in age-specific web traffic to Top500 websites. In later posts, we’ll highlight the Top100 companies that are receiving the most web traffic or the most increase in web traffic from different age groups.

Mentioned in this piece…

Hitwise

Hitwise

IRDX: VEXH

Hitwise provides marketers unique insights based on the largest sample of internet behaviour and consumer attitudes—revealing the audiences, search terms, and traffic sources that they need to get a competitive edge. (more…)

Office Shoes

Office Shoes

IRDX: ROFF

Office Shoes is retails footwear under the brands Offspring, Poste and Poste Mistress, in addition to the eponymous brand. (more…)

Hobbs

Hobbs

IRDX: RHOB

Hobbs is a multichannel retailer selling women’s clothes, shoes, and accessories. (more…)

White Stuff

White Stuff

IRDX: RWSF

White Stuff is a British fashion and lifestyle brand that sells women’s and men’s clothing, accessories and gifts in over 90 shops in the United Kingdom, via mail-order catalogues and through its website. The brand has become known for its traditional British styles, idiosyncratic boutique stores and innovative marketing campaigns. White Stuff was founded in 1985 when two friends, George Treves and Sean Thomas. (more…)

Ocado

Ocado

IRDX: ROCA

Ocado is an online supermarket and the largest online-only food retailer by turnover in the world.
(more…)

Ryman Stationery

Ryman Stationery

IRDX: RRYM

Ryman is a British stationery retail company. In October 1893, Henry Ryman Opened his first shop on Great Portland Street, London. The company offers a range of stationery, office supplies, technology and office furniture.
Ryman now has 233 stores and an online shop.

Ryman is owned by Theo Paphitis. (more…)

Amazon

Amazon

IRDX: RAMZ

Amazon is a market-leading eTailer with global reach and a broad array of product types. (more…)

eBay

eBay

IRDX: REBY

eBay is a multinational business-to-consumer and consumer-to-consumer marketplace. (more…)

ASOS

ASOS

IRDX: RASO

ASOS is a global online fashion retailer offering both branded and own label product lines across womenswear, menswear, footwear, accessories, jewellery and cosmetics. (more…)

Argos

Argos

IRDX: RARG

Argos is a large multichannel home and general merchandise retailer. It is a pioneer in multichannel retail, having successfully pivoted its legacy operations into the eCommerce age. (more…)

Apple

Apple

IRDX: RAPL

Apple is a US-based multinational consumer electronics manufacturer that designs, develops, and sells mobile devices, computer software and personal computers. Apple retails through its eCommerce site, Apple.com, and through a global chain of stores. (more…)

Amazon

Amazon

IRDX: RAMZ

Amazon is a market-leading eTailer with global reach and a broad array of product types. (more…)

eBay

eBay

IRDX: REBY

eBay is a multinational business-to-consumer and consumer-to-consumer marketplace. (more…)

ASOS

ASOS

IRDX: RASO

ASOS is a global online fashion retailer offering both branded and own label product lines across womenswear, menswear, footwear, accessories, jewellery and cosmetics. (more…)

Topshop

Topshop

IRDX: RTOP

Topshop is a British multinational retailer which specialises in fashion clothing, shoes, make-up and accessories. (more…)

Hobbs

Hobbs

IRDX: RHOB

Hobbs is a multichannel retailer selling women’s clothes, shoes, and accessories. (more…)

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