Overseas shoppers boost UK retail searches
The volume of overseas customers searching for UK retailers online grew by 23% in the fourth quarter of 2016, compared with the same quarter a year ago.
According to the latest BRC – Google online retail monitor, the UK, search volumes on mobile devices increased by 16% in the fourth quarter of 2016, compared with the same quarter a year ago.
Apparel was the most searched for sector by overseas consumers on mobile devices, reporting growth of 64% in Q4 2016.
The volume of overseas customers searching for UK retailers online grew by 23% in the fourth quarter of 2016, compared with the same quarter a year ago.
According to the latest BRC – Google online retail monitor, the UK, search volumes on mobile devices increased by 16% in the fourth quarter of 2016, compared with the same quarter a year ago.
Apparel was the most searched for sector by overseas consumers on mobile devices, reporting growth of 64% in Q4 2016.
Beauty was also a popular sector for overseas consumers on mobile devices, increasing 50% in Q4 2016.
Croatia demonstrated the strongest appetite for UK retailers, reporting a 106% increase on mobile devices in the fourth quarter of 2016.
Helen Dickinson, chief executive of the British Retail Consortium, said: “Digital continued to play a pivotal role in driving sales for UK retailers in the final quarter of 2016. In December, the online penetration rate for non-food remained above 20% for the 15th consecutive month and the channel won its greatest share of Black Friday and Christmas sales to date. It is no surprise therefore that today’s figures, which show high double-digit growth of mobile search volumes across most UK brand categories, are consistent with this trend.”
Martijn Bertisen, retail director at Google, said: “Overseas interest in UK brands was up 23% in the last quarter of 2016. Foreign exchange rates have continued to position UK brands favourably internationally, with particularly strong growth from our European neighbours.
“Slowing tablet sales has meant that increased demand is largely coming from smartphones, with triple-digit growth observed in some regions. In this mobile-first world, having a great user experience is crucial for our retailers. A recent Google study found that only five of the top 20 UK retailers’ mobile sites load in less than two seconds.
“At home, top category searches have trended towards consumer electronics across all categories. Driven by Black Friday and Christmas deals, UK consumers still demand the latest product releases and tech gadgets.”
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