UK Summer Results In High Temps And High Online Sales

Temperatures aren’t the only thing rising in Britain this summer.

The UK’s eCommerce and mCommerce sales are also spiking this summer, and new figures indicate this increase represents the market’s highest growth in five years. Additionally, Q2 2013 sales exceeded growth predictions, increasing 17 percent compared to the estimated 12 percent. A study completed by Interactive Media In Retail Group (IMRG) and Capgemini shows that British ECommerce sales spiked 20 percent from June 2012 to June 2013. Additionally the online market increased 2.4 percent between May and June 2013. PYMNTS.com delves deeper into the data to find out what triggered such an impressive growth, and how consumers are using mobile devices to shop in the UK.

Mobile Commerce In Britain Booms

The growth of mobile channels sales had the highest increase, rising 136 percent in June 2013, compared to the small 8 percent growth reported in May 2012. The conversion rates through mobile technology went up from 1.27 percent to 2.03 percent during June 2012 and June 2013.

The study predicts that by the end of 2013 tablet online sales in Britain will triumph over smartphone sales, even though currently smartphone penetration rates are higher than tablets. Several consumers said they like to use their tablets when they are relaxing, and think it is the most comfortable way to shop online. As a result of this finding, researchers estimate that mobile commerce retail sales will take credit for 69.9 percent of all mobile sales in the UK by 2017—more than double the expected sales represented through smartphone shopping.

Feelin’ Hot, Hot, Hot Makes Brits Want To Shop, Shop, Shop

The study reported that younger consumers using tablets and smartphones in the UK often prefer mobile applications over mobile websites when they shop online. Almost half of participants between the ages 16-24 said they are more likely to use apps when shopping on mobile devices. Older consumers differed as the study shows only 14 percent of consumers between 45-64 said the same.

IMRG researchers believe there is a strong correlation between the country’s unusually warm summer weather and the high growth of eCommerce and mCommerce sales. It is suggested the hot weather is driving sales, especially in the clothing retail market. The sector increased by 29 percent in June 2013 compared to the year prior. The weather even encouraged many British consumers to go on holiday, as IMRG also reported that travel sales increased by 15 percent in the last year, and 4 percent since May 2013.

Chris Webster, VP and head of retail consulting and technology at Capgemini said, “April’s results revealed the influence the shift in temperature and school holidays can have one the retail sector. With the holiday period falling at the start of April and warm weather following in the second half, we have seen uplifts in holidays, home & garden, alcohol and apparel driving the Index.”

Hopefully online sales will continue to grow when British weather decides to return to its iconic rainy grey clouds and foggy dew.

To read the full report click here.