Mobile Retail Search Rockets

Mobile has driven retail search volumes to soar year-on-year, according to new research from the British Retail Consortium and Google

According to the Online Retail Monitor Q2 2011 report, from the Google-BRC partnership, mobile search volumes rose 216 per cent year-on-year, which contributed to a 27 per cent growth in retail search volumes in Q2 2011, compared to the same quarter last year. 

The news comes in the wake of the IT in Retail research published last week by Martec International, which found that the main area of investment for “leading retailers” is mCommerce and eCommerce. 

According to the Martec report, investment in eCommerce and mCommerce grew from 17 per cent last year to 23 per cent this year, outdoing investment in store systems, which has been the focus for the previous nine years. 

Eric Abensur, CEO at mCommerce platform provider Venda, says that this shift reflects consumer habits. 

“The mobile presents a truly convergent retail space, supplementing in-store, social and online channels,” he says. “With location-based offers driving footfall and constant connection to social sites enabling customers to advocate your brand, the mobile device presents multiple opportunities for retailers. As mobile use becomes ever more ingrained, investment in the converged eCommerce and mobile commerce space will pay dividends for retailers, in both complete transactions and marketing power.”

The BRC-Google report also found that the growth of retail search volumes for multichannel retailers reached 14 per cent in the second quarter of 2011, compared with 21 per cent for pureplay online retailers. 

The number of overseas consumers searching for UK retailers grew by 34 per cent in the second quarter of 2011 compared with the same quarter a year earlier, while the number of UK consumers searching for overseas retailers grew by 76 per cent in the second quarter of 2011 compared with the same period a year earlier.

There is also an urban skew to the stats – London comprised of 36 per cent of all retail search volumes in the UK.