UK leads mobile shopping surge with 7 in 10 consumers shopping more often

The UK is leading the surge in mobile shopping, with 7 in 10 consumers shopping more on mobile devices and apps as a direct result of new post-pandemic shopping habits, according to the latest Klarna data.

Klarna’s 2021 Mobile Shopping Report – which surveyed more than 13,000 consumers across 13 countries – has revealed how shopping habits have permanently changed in the aftermath of the
pandemic, with UK consumers becoming increasingly reliant on their mobile devices and shopping
apps.

The research found that in the UK, where strict lockdown policies were in place, almost 7 in 10 consumers (67%) now shop via their mobile devices more often than they did two years ago.

This is more than in any other country in Europe, especially those that implemented less restrictive Coronavirus measures such as Sweden, where the increase in mobile shopping was just 54%.

The research also revealed that UK consumers across all generations have increased the amount they use their mobiles to shop over the past two years. Typically, younger consumers have increased their mobile shopping the most, with Gen Z seeing a 77% rise in the trend and Millennials 79%.

However Gen X and Baby Boomers both also increased their use of mobile devices to make purchases, by 68% and 56% respectively.

Read more: Klarna report reveals sustainability top of luxury consumers’ priorities

The data, which can be seen in full in the report, also shows that while shoppers are returning to shop in physical stores, they are increasingly seeking to combine their online and in-person shopping experience.

Klarna data

The Klarna data shows that 90% of UK shoppers compare prices on their smartphones.

Some 9 in 10 UK consumers admit to using their phones to to compare prices (90%) and look for the best deals or price promotions (94%), while 8 in 10 (78%) use them to search for shopping inspiration.

Just over 6 in 10 (62%) UK consumers admit to using their mobile devices to research products while shopping in store.

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

However, consumers are becoming increasingly frustrated with the overload of apps and having to switch between them: Just over a third (35%) of consumers say they feel overwhelmed by the number of apps available, while a quarter (24%) say they would delete more than half of their existing shopping apps.

Most UK consumers (63%) would prefer to have a single app that incorporates all aspects of their shopping journey, with 8 in 10 (79%) saying this would simplify their shopping experience.

“The digitalisation of retail means that we will stop talking about online shopping and physical stores
as separate experiences, with consumers able to access the best of both worlds to make informed
purchase decisions,” said Klarna UK boss Alex Marsh.

“Shopping apps will play an increasingly important role in the way we shop and consumers will choose those apps that can support them in all the stages of their shopping and payment journey, helping them save money and time.”

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