Average UK shopping trip now takes over four hours, research finds
Hammerson, the UK property specialist, has just released its 2015 retail report "Shopper Tribes."
The average shopping journey in the UK now takes over four hours, the report found. This includes browsing, researching, checking prices and purchasing, and nearly 40% of it is spent in stores.
The survey divides shoppers into three groups: Channel Surfing Enthusiasts, aged 18-34 and 35-54, and Focused Functional Spenders, aged 55+. The youngest group are the keenest shoppers, but the 35-54-year-olds spend the most as a group.
Multichannel shopping is more common than ever, with most (86%) now using two or more channels. Of the younger shoppers, 24% use four or more channels and over half (58%) use mobile or tablet devices whilst shopping.
The survey also found that Black Friday and "half price" were the most effective promotions.
David Atkins, CEO at Hammerson, said: "In many ways, the proliferation of research tools and digital innovations has democratised shopping, empowering consumers but also giving retailers numerous touch points to reach their customers and engage with them along the journey. With nearly two fifths of this shopping time spent in store, there is a real opportunity for retailers to showcase a proposition that is unmatched in the online world, and for landlords to provide experiences beyond pure retail that capture and extend customer dwell-time."
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