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10 Key facts about smartphone shoppers you can’t afford to ignore

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According to latest data from GfK’s Mobile Insights, more than half (55%) of smartphone users visited retail sites or apps from their device in July 2014. Here are 10 killer facts about them that the research threw up.

1. Smartphone retail site users visited on average four retail sites in July

2. They spent on average 20.7 minutes in the month on retail sites

3. Only five sites and apps reach more than 10% of the retail audience

4. 87 of the top 100 sites and apps reach less than 5% of the audience

5. The top sites by average time spent per user in July 2014 are dominated by retailers that lack a physical presence on the high street. They are:

1. – 18.4 minutes per user

2. – 16.8 minutes per user

3. – 16.8 minutes per user

4. – 16.6 minutes per user

5. – 16.1 minutes per user

6. – 14.4 minutes per user

7. – 13.6 minutes per user

8. – 13.2 minutes per user

9. – 13.1 minutes per user

10. – 11.3 minutes per user

6. Visited by 29% of the smartphone retail audience, fashion is the most popular retail category – both in terms of the number of sites visited and time spent. In comparison:

• 19% visited tech retail sites and apps

• 17% visited supermarket sites and apps

7. Time spent on sites and apps differs by category:

• Fashion retail site users spent 16.1 minutes on average

• Tech retail site users spent 8.4 minutes on average

• Supermarket site users spent 7.8 minutes on average

8. Usage of apps in the retail space is far less developed compared to other sectors. Only 17% of smartphone retail users use apps only, compared to 73% of finance users and 29% of travel users

9. Of all the retail categories visited from a smartphone, people use more supermarket apps than fashion or tech. But at 9%, it’s still a low figure

10. Two retailers have particularly well-developed app usage:

• 52% of smartphone Topshop users use the app only. 6% use both the site and app, 42% use just the Topshop site

• 42% of smartphone ASOS users use the app only. 8% use both the site and app, 50% use just the ASOS site.

Anthony Norman, Deputy Managing Director of GfK says: “There is a massive opportunity for retailers to build loyalty and encourage return visits by encouraging customers to use their app, just make sure the user experience is a fantastic one with easy navigation and importantly simple and clear purchase route.”

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