UK Online Mobile & Tablet Retailing 2019-2024

UK Online Mobile & Tablet Retailing 2019-2024

  • May 2019 •
  • 124 pages •
  • Report ID: 5786616 •
  • Format: PDF
UK Online Mobile & Tablet Retailing 2019-2024

As UK consumers increasingly turn to their smartphones for convenience, mobile will continue to be the fastest growing area within the UK retail market with spend increasing by £17.1bn over the next five years to reach £33.2bn by 2024. Mobiles will account for over 40% of online expenditure by 2024, while tablets will lose share as shoppers favour mobiles, causing tablet spend to decline 14.4% out to 2024.

Retailer investment in mobile-optimized sites and apps, alongside advancements in technology and the surge in social commerce will all contribute to significant mobile growth over the next few years. Clothing & Footwear will be a driving force behind the channel, with mobile accounting for 19.1% of all Clothing & Footwear expenditure by 2023, up from 9.2% in 2019.

With over half of online shoppers now purchasing via mobiles, retailers have been forced to prioritize mobile development to provide a smooth shopping journey. 80.2% of online shoppers under 35 have purchased using their smartphone, encouraged by key players such as Amazon, ASOS and H&M that have ensured their mobile channels are easy to use. Tools have been introduced to enhance the browsing experience such as wish lists and visual search, alongside seamless purchase options like Klarna’s ‘buy now, pay later’ and Amazon’s ‘1-click ordering’ which ensure purchasing on a smaller screen is hassle free.

While achieving growth in the UK retail market remains challenging as shoppers hold back on non-essential buys, retailers must respond to changing shopping behavior and focus their efforts on the mobile channel to capitalize on the shift in spend.

"UK Online Mobile & Tablet Retailing 2019-2024", report offers a comprehensive insight into the consumer and market dynamics of the mobile and tablet channels. The report analyses the market, which retailers consumers purchase from and consumer attitudes around shopping via the devices.

- Clothing & footwear dominates the mobile market, and will rise to account for 34.5% of the mobile market and 19.1% of the overall clothing & footwear market by 2024.
- Amazon dominates mobile and tablet purchasing across the vast majority of sectors, with Amazon Prime a key contributing factor to its popularity (38.1% of consumers have a subscription).
- 61.4% of online shoppers prefer to use retailers’ apps rather than mobile sites as retailers invest in apps to improve the customer journey and engagement.

Reasons to buy
- Use our in-depth market insight to understand why mobile expenditure will grow by 107.1% as tablet spend declines in the next five years, to help you optimise your platforms across devices.
- Understand which consumers are more likely to shop on mobiles and tablets at which retailers, and their shopping journeys, to enable you to tailor your website and app propositions by device.

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