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Internet users in the UK have warmed up to mobile shopping, and January 2016 research suggests it’s younger users leading the way.
Commerce marketing automation provider Bronto Software and Censuswide found that overall, nearly 60% of internet users make purchases ia laptop, the most popular device for digital buying. Less than 40% used smartphones to buy, with desktops and tablets used even less commonly.
There were notable variations by age and gender, however. The youngest users surveyed were the most likely to buy on laptops as well as on smartphones—and in the case of smartphones, buying behaviors declined dramatically as users got older. On tablets, meanwhile, 25- to 34-year-olds were the most likely group to buy, at 38.6%. Desktop buying was most popular among older users, with more variation in buying habits than on laptops but less than on smartphones.
Wearables, meanwhile, were hardly on anyone’s radar for conducting digital purchases just yet, though nearly 5% of 25- to 34-year-olds had used a wearable for this purpose. Younger users ages 16 to 24 were about half as likely to say they had made a purchase via wearable device, and almost no older users had done so.
These buying patterns closely, but not exactly, mirror the ownership rates of the respective devices. For example, though 16- to 24-year-olds were the most likely to buy via smartphone, they were slightly less likely to own a smartphone than respondents ages 25 to 34.
eMarketer estimates that 73.3% of UK internet users of all ages owned a smartphone as of the end of 2015, and 55.0% of that group made at least one purchase via smartphone during the calendar year. At the same time, 63.3% of internet users had access to a tablet they used on a regular basis, and 70.0% of that group made a purchase via tablet over the course of the year.
eMarketer does not estimate desktop, laptop or wearable device ownership among UK internet users.
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