Mobile dominates UK online shopping

Smartphones accounted for 50.3% of all British online transactions in 2017, generating an average order value of £97.87

Half of UK online shopping transactions are conducted via smartphones, with consumers also likely to spend more when buying via their handset, a survey by Picodi reveals.

Smartphones accounted for 50.3% of all British online transactions in 2017, generating an average order value of £97.87. 41.7% of transactions came from computers, while only 8.0% of online sales were generated from tablets, with these devices achieving average order values of £69.87 and £47.42 respectively.

  • Friday is the top day for online shopping, with Brits’ most popular purchases being clothing, followed by home and garden items.
  • For mobile, the prime shopping hours are from 6pm to 10pm, while desktop computer purchases peak around midday – most likely when consumers are on their lunch break at work and can shop from their desk.
  • November is the highest month for eCommerce, generating an average order value of £110. December was the second most profitable month, with consumers spending an average of £65 per transaction.
  • Apple smartphone users on average outspend their Android counterparts: £108.82 versus £86.92.

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