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Shoppers searching more on mobile than PC, finds Google

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Mobile is outstripping traditional PCs when it comes to searching for retail goods, with clothes and fashion leading the way, finds the latest BRC-Google Online Retail Monitor Q1 2015.

According to Helen Dickinson, Director General, British Retail Consortium: “The latest BRC-Google figures show that UK consumers are making greater use than ever of handheld devices to shop online, particularly where it comes to buying clothes. The number of people using their smartphone to search for apparel is up by 54% compared to year ago, while tablet searches over the same period are up by 11%.

Peter Fitzgerald, Retail Director, Google, adds: “Mobile continues to drive growth in the UK and this remains the case with apparel in the first quarter of the year. Interestingly, emerging markets still see strong growth from tablets, however smartphones supercharge growth for overseas consumers of UK brands.”

Steve Rivers, CEO of Intelligent Reach, a product level marketing, data quality and performance company, with clients including House of Fraser, Halfords, Very and Superdry, offers a note of caution.

“In line with changing consumer behaviour, online retailers must optimise every product to accommodate mobile usage, as well as taking advantage of online marketplaces which are already internationalised and optimised for overseas sales,” he says.

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