Mobile search victorious in digital for UK retail over Christmas

Mobile search victorious in digital for UK retail over Christmas
Liz Morrell is a freelance business journalist and content creator with more than 20 years writing experience, including 15 in retail and associated sectors. She is a regular contributor to MarketingTech but also covers a number of other industries in her freelance capacity. Contact her via LinkedIn or at


Digital prevailed in retail, particularly in the last quarter of 2015, according to the latest figures from the BRC-Google Online Retail Monitor Q4 2015 released earlier this week.

The figures showed that the internet played a pivotal role in driving sales for UK retailers with mobile the key devices in enabling this. Martjin Bertisen, retail director for Google said the dominance of mobile was obvious. “Over half of searches came from mobiles during peak periods and our retailers have felt the effects, posting incredible mobile revenue growth this year,” he said.

Mobile usage of consumers searching for UK retailers from overseas soared in a number of countries including Russia and India as well as seeing rises in growing markets such as Mexico, Indonesia and Turkey. However it was Spain, Hungary and Argentina who saw the most substantial growth rates in mobile search volumes in Q4 2015 compared to the year before with rises of 62%, 57% and 56% respectively.

For most of these however the growth in mobile was at the expense of the use of online tablets to search for UK goods. Their usage fell in most markets – apart from Hungary which saw a rise in the number of searches for UK retailers on tablet devices – up by 5%. The biggest falls for the use of tablet devices for searches were seen in Norway – down by 32%, South Korea down by 30% and the US down by 26%.

Japan was the only country to report a rise in the number of searches to UK retailers on both tablets and mobile, up by 15% and 4% respectively.

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