The IMRG-Experian Hitwise Mobile Hot Shops List has revealed the UK’s top 10 mobile retailers by site traffic for the first time, with Amazon UK being as dominant in the mobile traffic space as they are over desktop visits. Between them, the Amazon UK (1st) and Amazon.com (3rd) sites accounted for over 10% of mobile visits to retail sites in April 2013, with Argos (2nd) receiving 2.3% of visits.
Overall, there are very few differences between those retailers appearing in the mobile and desktop site visits lists. The notable exception is the absence of Apple (2nd in the desktop rankings) from the mobile list, which suggests that users have a stronger tendency to browse and download music into iTunes on their PC before transferring onto a mobile device.
The report finds that Orange, (+45 places), Carphone Warehouse, (+25) and Netflix, (+22) are the fastest growers in the past year, while the collapse of Blockbuster appears to have had an effect – LoveFilm, Cineworld Cinemas and Netflix all rose in the rankings compared with May last year. A number of fashion retailers rose in the rankings: Zara (+13 places) Boohoo and Boden (+11), ASOS and Very (+3) and Next (+1).
James Murray, Digital Insight Manager for Experian Marketing Services says: “Technology is changing our lives and with smartphone penetration in the UK approaching 60% of the population, mobile shopping is rapidly expanding. The brands that can provide a seamless experience for their customers regardless of device are the ones that are flourishing and it is no coincidence that there is significant overlap between the top 10 retailers from mobile visits and the top 10 of the Hot Shops list. This is also evidenced by leading providers like Apple, Orange, O2, Carphone Warehouse and 3Store rising up the list since last year.
“Overall online retail continues to grow at a considerable pace with UK Internet visits up 30% year-on-year for the first quarter of 2013. The UK now spends 10% of all time online shopping and the Hot Shops list remains an important barometer to measure where shoppers are going to make their retail purchases”
Tina Spooner, Chief Information Officer at IMRG adds: “The shift away from desktop to mobile internet use is ever-more apparent and it is no surprise to see a number of mobile providers rising up the rankings in the latest Hot Shops List . Mobile commerce continues to record triple-digit growth and now accounts for 20% of the UK online retail market, having grown from less than 1% in 2010. Mobile visits to e-retail sites now account for almost 1 in 3 online retail visits in the UK which reflects a changing attitude among consumers. Retailers that continue to invest in their mobile operations will, no doubt, continue to reap the rewards.
“The demise of Blockbuster appears to have had a positive effect for a number of entertainment companies, with the winners being LoveFilm, Cineworld Cinemas and Netflix, which all rose in the Top 100 List rankings from last year.”