Almost half of British consumers expect to be able to do the majority of their retail shopping on mobile devices within the next five years, a figure that rises to 90 per cent among 16 – 24 year olds.

However, 64 per cent also said that they miss the tactile experience of shopping in physical branches when shopping online, suggesting that retailers need to adopt an omnichannel approach to marketing or risk a rise in showrooming.

The figures come from a survey by Brightcove that also showed that video content is the most influential marketing element that retailers can employ, and was key to driving mCommerce purchases.

77 per cent of consumers said that more real life experiences delivered via video or multimedia content would help drive them to make purchases on UK fashion sites, with a further third of shoppers calling for more tailored and personalised video content.

Brightcoves report identifies three dominant groups of shoppers who will be key sources of revenue to UK retailers. The next-gen shopper is a young, digital native that has high expectations and shops using mobiles, tablets and smart devices while second-screening. The digital-savvy purchaser is a little older, has more disposable income and shops online while commuting or in spare moments at work. The seasoned buyer values secure payment options, easy site navigation and is open to loyalty programs.

“There is a perception that older consumer are more demanding with regards to what they buy and where they shop, but this survey shows the opposite is true when it comes to buying online – in fact, its the younger generations who are forcing brands to rethink their marketing strategies,” said Sophie Rayers, director of marketing in EMEA at Brightcove.

“Having grown up around technology for most, if not the whole of their lives, the younger generations – Y and Z – know what is technically possible on the web. This means they continually demand more engaging rich media experiences, such as video, to bring the shopping experience to life, simply because they know its possible and have come to expect it.”