Almost one in four (23%) UK consumers have bought clothing on their mobile phones, according to a survey by ICM for Criteo.
The report called: A portrait of mobile performance: Measuring the pleasure in UK mobile shopping in 2016, is based on a survey of 2,023 consumers. It suggests clothing is the most popular purchase for mobile users: ahead of music & film (16%) and health & beauty products (14%).
The research also reveals that 5% of those polled are now buying products on their mobile every day. This figure rises to 10% for those aged between 18 and 34-years-old.
But most people who make mobile purchases don’t do it when on the move, according to the study. The most popular time to buy products is in front of the TV (33%), in bed (20%) and during a lunch break (15%).
New Look senior digital marketing manager Nadya Birca said consumers’ changing habits mean retailers “need to adjust accordingly to offer the right product at the right time and place”.
“Timing and convenience becomes crucial which is why we’re constantly listening to customers’ interaction signals aiming to join the dots on and offline,” she continued.
“The next key thing will be to turn customer data into actionable insight, to help with brand consistency and product relevancy.”