In the post-epidemic era, British consumers are leading the mobile shopping boom

According to the latest data from Klarna, the UK is leading the mobile shopping boom, with seven in 10 consumers shopping on mobile devices and apps as a direct result of new shopping habits in the post- epidemic era.

Klarna’s 2021 Mobile Shopping Report – which surveyed more than 13,000 consumers across 13 countries – reveals how consumers’ shopping habits have permanently changed in the wake of the pandemic .

UK consumers are increasingly relying on their mobile devices and shopping apps .

The research found that in the UK, where strict lockdown policies were in place, almost seven in 10 consumers (67%) now shop via a mobile device more often than two years ago .

That’s more than any other country in Europe, especially those with less restrictive coronavirus measures, such as Sweden, which saw a 54% increase in mobile shopping.

The research also shows that all generations of UK consumers have increased their use of mobile for shopping over the past two years. Typically, younger consumers have seen the biggest increase in mobile shopping, with Gen Z increasing their mobile shopping by 77% and Millennials by 79%.

However, Gen Xers and Baby Boomers also increased their use of mobile devices for shopping, at 68% and 56%, respectively.

The data also shows that while shoppers are returning to physical stores, they are increasingly seeking a combination of online and in-person shopping experiences.

Around nine in ten UK consumers admit to using their mobile phone to compare prices ( 90%) and find the best deals or price promotions (94%), while eight in ten (78%) use their phone to search for shopping inspiration.

Just over six in ten ( 62%) UK consumers admit to using their mobile device to research products while shopping in store.

The report also found that shopping apps are already popular in the UK, as more than half of consumers ( 60%) have between one and five shopping apps installed on their devices.

The majority of UK consumers ( 63%) would prefer to have a single app that incorporates all aspects of their shopping journey, with eight in 10 (79%) saying this would simplify their shopping experience.

Klarna UK boss Alex Marsh said: “Shopping apps will play an increasingly important role in the way we shop, and consumers will choose apps that support them at all stages of their shopping and payment journey, helping them save money and time. ”

UK Consumers

Shopping habits

Mobile Shopping