This week’s BRC-Google Online Retail Monitor results showed that search volumes on tablet devices increased a staggering 198% and growth on smartphone devices was 66%. Adam Stewart, Marketing Director, Rakuten’s Play.com argues that this highlights the increasing importance of mobile in the online shopping journey, as well as how consumers are researching products online before making the decision to purchase.
Key points:
• Total retail search volumes grew 16% in the first quarter of 2013 compared with the same quarter a year earlier
• Total search volumes grew fastest for homewares, up 34% year-on-year. Homewares also had the highest growth in search volumes on tablets (236%) and smartphones, up by 88% year-on-year
• During the January Sales, total retail search volumes were at their highest, with noticeable peaks on 2 and 20 January 2013
• Total search volumes from UK consumers searching overseas retailers increased by 18% in Q1 compared with the previous year
You can see the full report here: http://www.brc.org.uk/brc_news_detail.asp?id=2429
Today’s research from the BRC and Google, citing a 198% surge in tablet and mobile search, reinforces how critical it is for retailers to be visible across all digital channels in order to reach today’s hyper connected shoppers.
However, the device is just the start of the shopping journey; what the research doesn’t show is the platforms that are shaping shopping decisions within the mobile channel and the role of social in that purchase journey.
With HTC handsets equipped with Facebook Home shipping soon, social will soon become the de-facto first destination for some shoppers and in recent months social sharing sites like Pinterest and Fancy have become shop windows of the digital world.
At Rakuten’s Play.com last year alone shoppers driven from social generated 24% more sales and social offers a highly effective way to engage customers and offer a more personalised experience. Ultimately social is just part of a fast evolving multi-channel mobile experience, but not one that should be ignored!
By Adam Stewart
Marketing Director
Rakuten’s Play.com
www.play.com