9 in 10 online purchases still made by PCs

Recent research by VouchCodes.co.uk and the Centre for Retail Research (CRR) has found that 89% of all online retail purchases are still made on a PC or laptop. The study also shows that smartphones and tablets are used for one-third of the purchase journey, with 20% of consumers shopping on smartphones regularly and 14% using a smartphone as a primary shopping device.

Other key outcomes are that mobile is now a key tool for discovery and research purposes among shoppers. Almost half (46%) of consumers research purchases and read reviews, and around two fifths browse online stores and products (43%) and make price comparisons (38%).

Mobile in-transit was also shown to be a significant untapped opportunity for retailers looking to win sales. While only one in ten (11%) make transactions while travelling to work, two-thirds of these customers spend between £10 and £200. On their way home, 16% of consumers will research specific products, browse social media or online stores for inspiration.

Intent to spend increases for those shoppers en-route to the high street as they shift from passive discovery mode on the normal commute to a more engaged research state. 16% of shoppers will research vouchers and discount codes before purchase, 15% will make price comparisons before purchase and one fifth (20%) will read product reviews.

Claire Davenport, Managing Director, VoucherCodes.co.uk comments:

“The ‘always-on’ mentality of today’s shopper means they are passively engaging in shopping at various points of their day. In particular, there’s a clear opportunity for retailers to spark a decision to purchase among customers who are travelling to a shopping destination.

With bad connection on mobile posing the main issue for 68% of shoppers, and technical issues a problem for more than half (54%), retailers should be slimming down mobile content and improving load times to drive purchases. By promoting sales and offers and providing effective, easy-to-find store information on mobile, retailers can cut through the competition and connect with consumers as they prepare to hit the high street.”