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UK shoppers choose the early hours to buy via mobile: study

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When are UK consumers most likely to be browsing for bargains via their smartphone this Bank Holiday weekend? It seems the answer is at 3am.

Data from PCA Predict suggests that 61% of all ecommerce webtraffic is generated at this time during the weekend. Mobile traffic remains higher, at between 57% and 61% of all traffic, between midnight and 6am at weekends.

That contrasts with the week when, according to data from PCA Predict, mobile takes its largest share of traffic between 12 midnight and 2am, or between 4am and 6am.

During office hours, consumers turn to their desktops: some 60% of all website traffic comes via desktop between 9am and 4pm, with most traffic at lunchtime, between 11am and 2pm.

The research from address verifications service PCA Predict is based on the volume of transactions its clients receive on an hourly basis to their websites as measured by its ecommerce trends tool.

Chris Harle, PCA Predict chief operating officer, said: “With UK consumers shopping so early on their mobiles at weekends they are probably quite tired, meaning it’s more likely they’ll make a mistake when manually entering their delivery details from their smartphone. Despite the huge popularity of mobile shopping among consumers, it still suffers from the issue of small screens making it sometimes quite challenging for people to input information correctly.

“At this late hour, consumers’ patience and concentration levels are probably reduced, meaning that if a mobile checkout experience isn’t perfect, it will likely cost retailers sales. In fact, in a separate piece of research we found that nearly half of consumers told us they would abandon mcommerce purchases if the checkout process is too long.”

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