Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

UK shoppers slow to adopt apps for purchases

Chinese shoppers use mobile apps far more than those in the UK, according to a survey from global design consultancy Fitch.

Some 28% of Chinese shoppers use a mobile app, compared to just 3% of UK shoppers.

The same is true of social media with 21% of Chinese consumers using it as a shopping channel compared to just 1% of UK consumers.

Ecommerce is more popular in the UK, where 29% said it was their preferred purchase route, compared with 18% in China.

In both countries in store remains the most popular channel, accounting for 50% of Brits and 44% of Chinese shoppers.

As part of the year-long study, Fitch argues that the UK has the least content customers around the globe, with just 19% indicating they are unhappy when they shop.

Within fashion retail, a far greater 54% said they were happy, although this was still down on the 64% of global consumers’ opinion.

Strategy director Aaron Shields said: “Shoppers’ needs are not being fully met, and retailers need to act to satisfy consumers in a multichannel world. 

“If retailers address the need for consumers to dream, explore and locate across all channels, then they are on their way to providing more enjoyable, seamless experience.”

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.