February 25, 2014

One percent Brits use in-store Wi-Fi to buy products: Fits.me survey

Only 1% of people in the UK use in-store Wi-Fi on mobile phones to purchase products, according to the new survey by Fits.me.

By admin-demo

Only 1% of people in the UK use in-store Wi-Fi on mobile phones to purchase products, according to the new survey by Fits.me.

This is despite 97% online clothing shoppers indulging in shopping from the comforts of their own home or work.

The survey, which involved 1,027 UK adults, found that around 30% of clothing purchases are made from a mobile device, while only 15% of respondents said they used a mobile device to make their last online purchase.

The data also found that around 85% of respondents used a laptop or desktop to make their most recent online purchase, 11% a tablet, 4% a smartphone, and only 1% used an in-store kiosk for their last online clothing purchase.

Fits.me CEO and co-founder Heikki Haldre said around 85% of people did not even use a mobile device for their last purchase and that number is even higher for older age-groups.

Instead of 18-24 age group, the survey found that people in 35-44 age group were mostly using a tablet to shop online.

According to the report, there are many people who still do not shop online as the e-commerce experience is less desirable than in-store.

Haldre said while companies make most of their revenue from a minority of their online customers, the retailers will want to look at the needs and expectations of all their customers to ensure the continued growth and success of their online channel.

"Irrespective of device or shopping location, consumers clearly want the same experience online that they are used to in-store," Haldre added.