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E-commerce more popular in the UK than any other major country

A new report highlights that E-Commerce is more popular in the UK than any other major country.

E-commerce Shopping

British consumers spend an average of £1000 online, a figure much higher than consumers spend from the other countries measured in Ofcom’s seventh International Communications Market Report. It found that UK shoppers spent £1,083 per head, 14% more than the £950 spent in 2010. Australians were second, with £842, and Sweden third at £747.

A further sign of the shift in consumer behaviour was the news that more than a fifth (23.1%) of UK adults used their smartphones to visit retail websites. Within Europe, Britain was followed by Germany at 22.6%. And it also found that UK consumers used laptops, smartphones and other connected devices to access the internet more often than in other countries.

A sixth (16%) of all UK website traffic was via a mobile, tablet or other connected device. Four in 10 (40%) UK adults use their mobile phones to visit social networking sites, with 62% of 18-24-year-olds doing so.

Mark Haviland, managing director of Rakuten LinkShare, said: “The fact that Brits are spending more online compared to the rest of the globe shows our huge appetite for internet shopping and brands can clearly see the value of the online and mobile channels as a result. The huge amount of mobile web traffic reveals that consumers are taking advantage of their connected devices to browse and buy.

“While it is important to have a mobile strategy in place, marketers and brands should also remember that the mobile purchase journey does not exist in isolation. A consumer will often go on a non-linear journey while making a decision to buy, which could touch the online, in-store and mobile worlds multiple times. Brands must keep this purchase journey in mind and ensure the consumer receives a seamless shopping experience.”

If you are looking at ways of integrating an e-commerce solution, Oakley Software can help devise a solid strategy with our team of experienced developers.

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