News • 28.11.2016

Generation Consumer preference necessitates a ‘Mobile First’ Revolution in online retailing

Smartphone shopping comes of age with 20 per cent fully shopping via a mobile device and 60 per cent willing to

Photo: Generation Consumer preference necessitates a ‘Mobile First’...
Source: Tryzens

Generation Consumer, the UK citizen that is empowered and comfortable with online shopping, is now using the smartphone more frequently to complete end-to-end shopping experiences in a dramatic shift in online behaviour. This is according to the latest research from Tryzens, a managed service provider of eCommerce solutions.

Tryzens Expert Research tracks, analyses and forecasts the trends and preferences of ‘Generation Consumer’ based on detailed analysis of 1,000 UK consumers who were exposed to online shopping and had made at least one purchase in the past quarter. The Expert Research series was launched in 2015 to assist retailers operating online to quantify current consumer behaviour and preferences in order to more accurately and effectively evolve their eCommerce capabilities.

According to the latest research, fashion and apparel retailers have very different pressures on them when trading online compared to other verticals, ranging from a desire for richer content experiences to convey the look and styling both on images and videos, as well as making links from social media, blogs and shopable content to the eCommerce site. Uniquely clothing retailers must also make it easy to order the right size in order to mitigate returns.

Andy Burton, CEO of Tryzens, stated: “The Swiss Army knife of the modern digital world – the smartphone – has come of age. Improved connectivity, faster processors, bigger and better screens and a huge range of apps have now made its core function one of access to digital content and data rather than voice. It is now a permanent part of a consumers’ day-to-day life and as rich application technology has finally caught up with the device our research is clearly indicating that the smartphone is the device of choice in the critical 16-45 year age group.”

“As a result we would argue that it is now essential that retailers adopt a robust ‘mobile first’ approach when it comes to redeveloping or enhancing their eCommerce site. I would argue that any new site needs to be built first and foremost around the smartphone consumer perspective. In practical terms that means reworking the customer experience to favour fewer key taps, simplifying the Search/PLP and easing the completion of checkout for deliveries to regular addresses as well as adoption of mobile payment services,” he added.

Key findings of the Expert Research included:

  • 48 per cent of the UK have bought clothes online in the past three months
  • When factoring in age, 58 per cent of the 16 to18 year age group bought clothes online within the past three months, reducing in a near linear fashion to 38 per cent in the over 66 year old group
  • In terms of stereotypes, 57 per cent of women have shopped online for clothing over the past three months, while 51 per cent of men shopped more frequently for entertainment and electrical goods than clothes
  • 82 per cent of shoppers who buy in-store research their purchase online first
  • The freedom to shop at any time was cited as the most significant benefit of online shopping according to 85 per cent of females and 77 per cent of males
  • This was followed by the ability to find the wildest range of products quickly and efficiently (63 per cent), and the ability to access the best price before purchasing (62 per cent)
  • According to the research half of online shoppers prefer to see clothing physically before purchasing
  • Smartphones are the preference for the under 25’s which is on a par with laptops for those aged up to 45

“Whilst laptops formally remain the favourite device used by consumers when online shopping, the biggest year-on-year change has been the stratospheric growth of expectation around the ability to shop solely on a mobile device. The smartphone is now rated as the preferred device by 65 per cent of our research base and tablets by 52 per cent. Desktops have dropped from second preference to fourth in a year! This really is a move to shop anytime, anywhere and on the move,” continued Andy.

Source: Tryzensv

more on: smartphone

related articles:

popular articles:

Thumbnail-Photo: Making Deeper Connections at ISE 2020
21.11.2019   #digital signage #video

Making Deeper Connections at ISE 2020

Visitor registration opens; exciting new features; most conferences ever; opening address confirmed

Visitor registration opens today for ISE 2020, which is set to be the most compelling Integrated Systems Europe show ever. Taking place at the RAI Amsterdam on 11-14 February 2020, ISE is the world’s leading event for the professional systems ...

Thumbnail-Photo: The iXtenso editors tested self-scanning ......
30.09.2019   #mobile payment #self-checkout systems

The iXtenso editors tested self-scanning ...

... with an app of the Hobbymarkt Knauber in Bonn, Germany

Snabble has developed a payment app that allows customers to scan their purchases in retail stores and pay online. I wondered: How does it work?The app is in use in the Bonn DIY and hobby market Knauber, among other places. Let’s make a move ...

Thumbnail-Photo: Pay cash? Via code!
26.08.2019   #mobile payment #app

Pay cash? Via code!

Shop online, pay the bill offline

Barzahlen.de relies on good old cash. The concept of the Berlin start-up: shop online, pay in cash at the store. Swimming against the trend of fast online shopping and mobile payment is paying off, says Weina Wang, Head of Retail. In an interview, ...

Thumbnail-Photo: Smart meters: Be proactive and reap the benefits...
12.08.2019   #energy optimization #electrical installation

Smart meters: Be proactive and reap the benefits

The Metering Point Operation Act calls for smart meter rollout

The black and analog electric meter box has become obsolete: The mandatory smart meter rollout will commence in a few months. What does the installation of digital, smart electric meters mean for retailers and chain stores? ...

Thumbnail-Photo: drs//POS – The POS system for many check-out situations...
13.09.2019   #pos systems #cashpoints

drs//POS – The POS system for many check-out situations

With the POS system developed by Superdata you are put in the picture

The POS acts as an ear in the store. It affects how timely, and with what information, decision makers at the head office are in a position to assess developments in the store and are able to respond appropriately to the situation.With our POS ...

Thumbnail-Photo: Irma: flagship store in Copenhagen
30.10.2019   #electronic shelf labels (ESL) #price labelling

Irma: flagship store in Copenhagen

Denmark's oldest grocery chain opens a new store

At the same time Irma, a Danish grocery chain, could celebrate its 133rd birthday, the chain also opened a new flagship store at Østerport station in Copenhagen. Besides showing renewal and being able to ensure the customers updated prices ...

Thumbnail-Photo: POS in the cloud: the networked checkout
13.09.2019   #epos software #digitization

POS in the cloud: the networked checkout

On the possibilities for a cloud-based point-of-sale-system

Everyone is talking about smart industry-specific cloud solutions. The cloud also offers the retail sector fresh possibilities for its day-to-day operations. So, it's no surprise that more and more companies are installing point-of-sale software ...

Thumbnail-Photo: Silver Surfers: Older adults ride the wave of mobile technology and shop...
01.08.2019   #online trading #e-commerce

Silver Surfers: Older adults ride the wave of mobile technology and shop online

The increasing importance of e-commerce for senior citizens

You are wrong if you think it’s mostly young people who spend time online. Older adults are also increasingly embracing online shopping with enthusiasm.In this interview, Spencer Hinzen, Director of Sales, Central Region, Ruckus Networks, ...

Thumbnail-Photo: Enhanced, interactive, virtual – It’s all about the experience!...
21.11.2019   #online trading #customer satisfaction

Enhanced, interactive, virtual – It’s all about the experience!

AR and VR can boost online and offline retail

New technologies permeate all aspects of the retail business, whether it’s self-checkouts, AI or robotics. Virtual and Augmented Reality (VR and AR) are yet other components in this setting. In this interview with iXtenso, Kelly Goetsch, ...

Thumbnail-Photo: Mobile payments at the supermarket checkout
05.08.2019   #mobile payment #smartphone

Mobile payments at the supermarket checkout

An early adopter’s experience of mobile payments

Or: "What’s that you’re doing with your watch?“I still remember the first time I used mobile payment technology and paid for items with my smartphone at a supermarket checkout: It was October 17, 2018, exactly seven days after ...

Supplier

iXtenso - Magazin für den Einzelhandel
iXtenso - Magazin für den Einzelhandel
Celsiusstraße 43
53125 Bonn
Permaplay Media Solutions GmbH
Permaplay Media Solutions GmbH
Aschmattstr. 8
76532 Baden-Baden
APG Cash Drawer
APG Cash Drawer
4 The Drove
BN9 0LA Newhaven
Delfi Technologies GmbH
Delfi Technologies GmbH
Landgraben 75
24232 Schönkirchen
Superdata GmbH
Superdata GmbH
Ruhrstr. 90
22761 Hamburg