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Some fascinating research in this week’s newsletter on the digital lives of UK consumers revealing that more than half of all online retail activity is now through mobile devices. And while bricks and mortar retailers continue to suffer online sales are enjoying double digit growth and now accounts for a fifth of all retail sales.

The fastest growing online shopping categories are food and personal care furniture and appliances and fashion and beauty with more than half of all purchases being made on credit cards Perhaps unsurprisingly the research finds that the lion’s share of traffic from UK devices heads to Google, YouTube and Facebook – however, Amazon and eBay are both in the top ten and the BBC’s traffic is higher than Twitter.

Search engines are the where most people discover new brands, with TV advertising still strong in second place. Word of mouth is the third most likely place people hear of new things. Retailer websites and brand and product sites are also strong ahead of social media advertising.

Yes, this is a fascinating snapshot of the online retailing lives of our customers and this changing behaviour will be a focus of our upcoming Customer Engagement Transformation conference in July. Look forward to seeing you there.

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