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Profound increase in m-commerce during Euro 2016 matches sees UK buck European trend

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England may well be out of Europe in every conceivable sense, but the most important thing is that the football (Euro 2016, if you didn’t now) has had quite an impact on how people shop on mobile.

According to, one of the world’s largest communities of social commerce platforms including HotUKDeals in the UK, has found that traffic to HotUKDeals, on average, has so far increased by 5.56% during football matches throughout Euro 2016, compared to the same time and day, a week before, when a football match hasn’t taken place. Traffic also increases by 0.60% before matches and there are 2.91% more deal hunters online after matches.

During the England verses Wales game for example, there were 14.43% more shoppers online than the same day and time of the week when a match wasn’t taking place, with 3.96% more in the hour after the game.

When Northern Ireland played against Poland, there were 18.47% more shoppers online in the UK before the match, 13.40% more during the match and 14.86% more after the match had ended.

However, when Wales faced Russia and England played against Slovakia traffic decreased before the match (by 13.73%) and 3.54% during the game, with 2.09% more deal hunters shopping online after the match, compared to the Monday before.

Other European countries where has social commerce platforms – mydealz in Germany, Dealabs in France, Preisjaeger in Austria and Pepper Poland – follow a different trend to the UK, where traffic to social commerce platforms for online shopping decreases before and during a Euro 2016 football match. After matches, traffic increases to all of these platforms on average by 11.53% except for Pepper Poland where we see traffic decreasing after a Euro 2016 match by 2.29%.

Fabian Spielberger, founder of said, “The increased number of deal hunters accessing HotUKDeals in the UK before, during and after matches can be accounted to the second screen phenomenon where people use their smartphones or tablets to shop online at the same time as they’re watching TV. Traffic decreases across our other European platforms which falls in line with our data which shows that for the first half of 2016 61.4% of all HotUKDeals users were using a mobile device to shop online, compared to mydealz in Germany (48.7%) and Dealabs in France (42.1%) for example.“

So there you have it, we really are very different from Europe after all.

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