A new report by Ofcom, the UK’s communications regulator, reveals interesting insights into the online shopping patterns of young British consumers.
The 2015 Communications Market Report shows that 90% of young adults (aged up to 24) in Britain are smartphone users, while two thirds of the country’s overall population own a smartphone. Moreover, an incredible 45% of all smartphone owners in the UK use their devices to make purchases online.
This preference for smartphones has been helped by the expansion of 4G mobile services, which has seen a massive boom: year-on-year, the number of 4G subscribers in the UK has increased from 2.7 million to 23.6 million, enabling smartphone users to perform more data-heavy tasks and benefit from faster connection speeds.
As a retailer, there are several ways you can appeal to this young, tech-savvy consumer base.
Ensure your e-commerce site is optimised for mobile: this audience is well-accustomed to a smooth and straightforward user experience. Also think about your whole offering, including delivery and returns (which will benefit from a first-class logistics infrastructure in Britain).
Using English is crucial: British shoppers absolutely expect to be addressed in their own language, which is spoken by 1.5 billion people across the world.
Bear in mind local regulations: the UK is a member state of the European Union, so there will be legislation to consider, such as the Directive on Consumer Rights and the WEEE Directive.
About David-Alexandre Krupa