Retailers must react swiftly to mobile revolution, Feefo

Use of smartphones for online shopping in the UK has increased by 141% in 12 months, according to research from Feefo. The use of laptops and desktops, meanwhile, dropped by 47% over the same period.

Its survey of 2,000 Brits reveals that 53% are now most likely to use their mobile for online shopping, compared with only 22% in Feefo’s survey last year. And whereas 59% of respondents mostly used laptops and desktops 12 months ago, this year the figure has dropped to 31%.

There has also been a big increase in the percentage of consumers buying through social media. 42% have bought through an advert on a social platform, compared with only 30% in 2018. “Huge tectonic shifts are rapidly changing how UK consumers shop,” says Matt West CEO at Feefo.

“Retailers need to react swiftly or risk being undermined faster than a home built over a sinkhole. Unless you understand exactly how your customers’ habits are changing, you’ll lose out to a competitor who does. You may simply disappear.”

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