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E‐Commerce » Trends | 23.09.2015

Smartphones are the device of choice for young British shoppers


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.

For more information on British consumer habits, read the 2015 Communications Market Report here and download our free Pocket Guide to Cross-Border E-commerce here.


About David-Alexandre Krupa
As Sales Excellence Manager for Asendia, David-Alexandre is in charge of conducting sales training for all Asendia subsidiaries. In the 16 years in the postal industry he worked for various international mail and logistics companies. He is proficient in several languages incl. French, English, Spanish, Italian, Swedish and German.