Recent research by Google has revealed that Brits came 2nd in a poll of internet users who had made a recent online purchase. In their latest Consumer Barometer, which reports how people use the internet, they reveal some interesting insights into online activity, not only in the UK, but across the world.
The study found that people are turning to their mobile devices almost instinctively to make online purchases, whether it's an everyday purchase or researching a big-ticket item.
In the emerging markets, smartphones have become invaluable as a research tool. For example, among internet users who researched their last purchase online, 45% of Malaysians and 40% of Filipinos used their smartphone to research. In the Middle East, these figures are even higher - 80% of Saudis and 57% of people in the UAE used their smartphones to research before buying1.
In the UK, people still like to use their computers to research products - with 79% of those who researched a recent purchase online, using a desktop or laptop1. However this is changing. 36% of under 35s who researched a recent purchase used a smartphone1. Mobile devices are becoming an indispensable research tool for Brits.
People are not just researching online, purchasing online is more popular than ever. Globally2 62% of internet users either researched or purchased their last product online3. Almost a quarter both researched online and purchased online. Globally, 29% made their last product purchase online3.
When looking at a country level, across the 20 product categories that Google covered, the top online purchasers are South Korea (50% of internet users), the UK (46%) and Japan (44%)3. However percentages are also high across the Nordics - 38% of internet users in Sweden made their last purchase online3.
The importance for businesses of having a mobile responsive website, particularly if you have an e-commerce element, has never been greater. Talk to us about how we can help you take advantage of this surge in mobile devices being used to connect online.
For more insights into online activity across the world, you can read the full report here: https://www.consumerbarometer.com.
1 Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
2 Countries included: United Kingdom, Spain, France, Italy, Germany, Russia, Austria, Belgium, Croatia, Denmark, Czech Republic, Bulgaria, Estonia, Finland, Hungary, Greece, Ireland, Latvia, Lithuania, Norway, Netherlands, Poland, Portugal, Romania, Serbia, Slovakia, Slovenia, Sweden, Switzerland, Ukraine, Australia, China, Hong Kong, Indonesia, Japan, Korea, Malaysia, New Zealand, Philippines, Singapore, Taiwan, Thailand, Vietnam, Mexico, Argentina, Brazil, United States, Israel, Saudi Arabia, Turkey, UAE, Canada.
3 Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories).