In the UK, a new eMarketer report shows that the key digital trends influencing the digital ecosystem this year are “Mobile Usage, Big Data and Ad-Buying Options”. In just one year (2012 -2013), visits to retail websites rose from 24.0% to 45.0%, with nearly half of the smartphone and tablet owners using these devices for research. A significant percentage made a purchase using them. Also, these devices rank very close to laptops and desktops when it comes to the first time users had seen and ad or marketing message about the product they bought.
According to IAB UK, 74% of the polled retailers had a mobile-optimized site, and half of them optimized their search functions for mobile, plus, they added a GPS store locator. However, not too many retailers offered contactless payment facilities, in-store Wi-Fi, or optimized their site for tablets.
Another interesting aspect is that when it comes to groceries, for instance, most UK web users would rather have their shopping delivered to their home, although some of them would have some suggestions regarding ordering, purchase and delivery.
It’s not easy to keep up with the complexity of shopper behavior, but it looks like UK retailers do their best to adapt to shopper preferences (digital and/or physical), to be flexible and surprising.