Shopping in the U.K. isn’t what it
used to be. In fact, it’s not even what it was just a year ago. Today,
retailers are finding that more and more consumers are shopping from
their mobile devices rather than their desktops and laptops — a shift
that presents new opportunities for interaction and engagement.
Data from Nielsen shows that the number of shoppers accessing major
retail sites from their Android devices grew by an average of 48% in the
12 months ending June 2014. During that same period, the number of
users visiting the same retail sites from their desktops and laptops
decreased by an average of almost 20%. Of the retailers evaluated,
Groupon experienced the biggest drop in desktop and laptop usage, across
its audience base across these more traditional methods fell by
one-third in the last year.
Today, Groupon’s mobile user base is bigger than its desktop/laptop user
base. While retailer John Lewis also saw a 20% drop in its
desktop/laptop user base, it more than doubled its mobile user base,
which grew 114% year-over-year.
Year on Year comparison of desktop & laptop user base vs. Android (June 2014 vs. June 2013)