The shift to mobile devices is big news for retailers. Now, half of UK mobile internet users visit a retail site at least once a month, spending on average 25 minutes shopping.
By combining big data usage metrics from a global mobile network operator with our own world-class consumer panel data, we can give retailers a clear view of this expanding mobile marketplace, identifying which sites and apps are most popular.
Our insight shows that just three retailers – eBay, Amazon and Argos – reach more than 10% of the retail audience on their smartphone each month. For smaller sites, ample opportunities exist to leverage consumer mobile usage data to grab more of the share.
Today, 92% of GB adults own a mobile phone – and the smartphone’s portion of this (67%) will only grow (GfK ConsumerScope Panels, 2013 – Q2, 2014). Tablet ownership is also up 13% since the start of 2013, and this trend is reflected by growth among users of mobile broadband (GfK ConsumerScope Panels, 2013 – Q2, 2014).
In London, the majority of retail site visitors log on when visiting the high street itself, and the highest concentration of visitors to major department store websites is along Oxford Street, Europe’s busiest shopping destination. For supermarkets, the highest penetration of their sites is in Clapham, South London – home to Tesco, Sainsbury’s and Asda superstores.
Mobile shopping has become a fundamental part of the high street retail experience, providing consumers with all they need to find stores, product reviews, compare prices and get the best deals while out and about. Leveraging this information can help retailers make the most of the mobile opportunity.
GfK Retail and Technology, analysis based on data from May and August 2014.