UK abandons desktops in favour of tablets

New research has revealed a significant rise in the popularity of tablet devices, which are far outstripping both mobile and desktop in terms of the volume of online retail searches being carried out in Britain at the moment.

The latest Online Retail Monitor carried out by the British Retail Consortium (BRC) and Google for Q3 2013 highlights how total retail search volumes grew by 12%, bolstered by an impressive 100% increase in the number of searches carried out on tablets and a 58% increase on mobile.

However, the report also pointed to the declining popularity of desktops, with search volumes on the devices declining by 10% since the last quarter.

Statistics are looking good for UK retailers hoping to seduce overseas consumers with their products though, with total search volumes from overseas consumers searching UK retailers increasing by 23% in Q3 compared to 2012, and up from 16% from the previous quarter.

Helen Dickinson, Director General, British Retail Consortium, said: “These figures highlight the strong foothold that UK retailers have on the international stage, and the major potential for further growth. The growth in global customers searching for UK retailers online is up by an impressive 23 per cent on the previous year and shows how the quality, range and accompanying service offered by ‘Brand Britain’ is something respected around the world. For the first time, we can also see which areas of UK retail rank most highly in these overseas searches, with clothing, beauty and department stores making up the top three.

“Closer to home, the data on category searches also chime closely with the trends revealed in our sales figures during this quarter. Many customers were searching for good deals on new technology releases, gadgets and games, mirroring the strong sales performance for these items in recent months.

“We’re again seeing strong growth for searches on tablets and smartphones, showing that these are playing an increasingly integral role in the customer journey. Retailers are continuing to invest significantly in their multichannel offer, so that they can provide customers fast and user-friendly ways to browse and buy whether in-store, at home or on the move.”

In a bid to attract the growing audiences visiting their sites from tablet devices, many brands are taking steps to ensure their websites are optimised for the wide range of devices that offer online connections, lest they lose potential consumers to a more modern rival company.