Kenshoo: UK shoppers are mobile internet users, but still prefer to shop on PC

Research shows that UK internet users are no slower than others in adopting mobile devices for online shopping (i.e. research and browsing), but when it comes time to actually buy something online, they are still more keen to switch to a PC.

British users prefer to purchase through PC rather than click on mobile advertising. According to digital marketing software company Kenshoo and publishing and event company Figaro Digital, in the first quarter of 2012 in the UK, more than 11% of search paid clicks came from mobile devices (excluding tablets), and another 5.8% of search paid clicks came from tablets; PCs accounted for the largest share with an absolute advantage of 82.8%.

However, while many UK internet users click on paid search ads on their mobile and portable devices, chances are, there is little conversion rate. More than 9 in 10 people said they prefer to shop via a PC; in comparison, only 3% would rather shop via a smartphone, and 2% would prefer a tablet.

Many mobile purchases are made while users are on the go, so the notion that users prefer mobile devices over desktops is questionable - if you prefer to use a PC, but you're not at home and you have to buy, what other options do you have? But mobile marketers should be aware that search PPCs on mobile devices convert at a lower rate than they do on PCs, where consumers are more comfortable shopping.

Compiled by: Ada