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Study reveals significant differences in UK shoppers’ buying behaviour across platforms

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RichRelevance, leading provider of dynamic personalisation for the world’s largest retailers and brands, has unveiled new research from its Shopping Insights organisation on mobile shopping in the UK and finds that mobile spending is on the rise.

According to the study, mobile shopping continues to outpace desktop purchasing. In March, the average purchase on mobile was £109.68 compared to £100.05 on desktop computers. The majority of mobile revenue comes from iPads which account for 82% of all mobile spend.

However, March average order values (AOV) were highest on iPhones, jumping up significantly from the prior month. March iPhone purchases averaged £135.63 compared to £119 on other mobile devices, £111.41 on the iPad and £107.70 on desktop.

The most expensive purchases were made on the iPhone, at an average of £84.77 per item compared to £74.38 on other mobile devices, £69.63 on iPad and £38.46 on desktop.

Shoppers on the iPad viewed the most pages, logging an average of 9.89 page views per session in March compared to 8.86 pages on desktop, 5.16 pages on other mobile devices and 4.34 pages on iPhones.

The share of shopping sessions (viewing, not necessarily buying) increases on the weekends, reaching 10% on weekends vs. 8.2% during the week. However, the peak days for shopping on iPad are Wednesday and Sunday, during which 11% of shopping sessions happened on the device. And the share of sessions climbs in the evening hours, from around 5pm until 9pm with peaks at 4pm, 8pm and 10pm.

“Today’s consumers visit retail websites from multiple platforms throughout the day. Whether they are shopping from their desk at work, browsing on their mobile phone while in the queue at lunch or making a purchase at home in the evening from their iPad, they expect a consistent experience that is optimised for any device they choose,” said Darren Hitchcock, vice president of UK and European territories, RichRelevance. “This data demonstrates that retailers have an opportunity not only to provide that seamless experience to customers, but think about how customers are shopping at different times of the day and week and to personalise their merchandising strategy around that behaviour.”

The report, The 2012 Q1 Shopping Insights™ Mobile Study identified trends in mobile shopping behaviour across mobile devices and desktop and compared the behaviour of British shoppers with their American counterparts. As mobile shopping continues to rise, this data provides retailers with valuable insight that can be used to personalise the customer experience whenever and wherever they shop.

The 2012 Q1 Shopping Insights Mobile Study is based on more than 1.1 billion shopping sessions on UK and US retail websites between 1 January and 25 March 2012. These retailers include mass merchants, as well as small and specialty retailers.

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