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Mobile devices drive a 35% rise in UK online fashion revenue on Cyber Monday: new study

A new study has found that a significant increase in consumers using mobile and tablet devices helped drive a 35% rise in UK fashion sales this Cyber Monday.

GENERAL MERCHANDISE

Mobile devices drive a 35% rise in UK online fashion revenue on Cyber Monday: new study

The study by search marketing agency Search Laboratory shows that visits to fashion websites on the first Monday after Thanksgiving also increased with 25% more people browsing for clothes online than on the same day last year.

The firm’s research found that the growth was driven by a 146% and 113% rise in mobile and tablet visits respectively to fashion websites compared to Cyber Monday 2012. In contrast, desktop visits grew by only 1.8%.

Tablets also played a critical role in the 35% revenue increase, with fashion revenue specifically from these devices up 122%. This was despite only a marginal increase in the conversion rates on mobile and tablet (both up 0.1% to 1.8% and 4.1% respectively). Fashion revenues from desktop visits rose by 18%, with conversion rates increasing from 4.3% to 4.9%.

Jimmy McCann, head of search engine optimisation at Search Laboratory, said: “This trend of more people shopping on tablets and mobile is one that is set to continue.

“Cyber Monday may only be one day but it acts as a microscope to examine the wider fashion e-commerce industry, and this year’s show that shopping habits are continuing to evolve with technology.

“Desktop conversion rates have increased, which could be down to a combination of factors, one such factor could be the increase in mobile traffic, which could indicate research or showrooming. Then users switch to desktop devices to make their purchase.

“In the near future, I expect online retailers to up their game with better responsive websites that are optimised more for tablet & mobile, so we can expect to see more growth in fashion revenue to come via these kind of devices.”

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