UK online consumers are still more likely to buy fashion items on a desktop than a mobile
That's the result of data research from personalisation platform provider Nosco, that revealed UK consumers spend an average of £116 on desktop for a fashion purchase, versus £89 on mobile, despite mobile ecommerce as a whole accounting for 51% of online purchases in the UK.
Nevertheless, the UK is still in the top three for mobile purchases of clothes in Europe, with the Nordics and France leading the way.
UK online fashion retailers had biggest increase jump in web traffic (28% increase) across all devices in Europe in first half of 2016.
Overall, fashion retailers in Europe saw a 16% increase in online revenue from last year to 2016
Nosto’s data also discovered that across all devices, UK fashion consumers were the second biggest spenders in Europe at £111 per purchase, only behind the Nordics (£123), yet well ahead of Spain (£95), Germany (£93) and France (£86).
Matti Rönkkö, CEO of Nosto adds: “UK online fashion retailers can make some simple changes to their mobile sites to really build further trust with their customers. With Google's new mobile-friendly rules implemented last year, a retailer's website must now be fully optimised for smartphone users. Fashion fans typically have less patience than other shoppers: mobile bounce rate is the highest of any device and time on site is also the lowest, so retailers really need to make it easy for them to find the items they are looking for - speak to their customers as individuals and delivering them inspiring, engaging shopping experiences."
Nosto analysed data from 700 online fashion merchants, of varying size, in Europe in August 2016, based off 241 million visits from consumers.