According to the BRC-Google Online Retail Monitor data, searches from UK smartphones for fashion and beauty increased by 26% between April and June this year, compared with the same quarter in 2016.
Search growth across all devices rose by 7% during the same period this year.
Increasingly dominant device
Browsing via smartphones is becoming a central way that consumers are researching and discovering products online, increasingly leading to conversions into m-commerce sales.
BRC chief executive Helen Dickinson explained this shift in a comment to Internet Retailing.
“The growth of UK retail searches online in the second quarter of 2017 remains unchanged on the previous year, although smartphones are increasingly becoming the dominant device for online browsing and therefore the main contributor to this growth
“The increase in mobile search volumes over this period is consistent with the upward trend in online non-food sales growth.”
Beauty a particular focus
Dickinson notes that beauty brands are doing especially well at attracting consumers within the UK, and from other markets.
“At home, the top trending searches by UK consumers were prompted by seasonal events and occasions. Beauty brands in particular continue to attract interest from overseas as well as UK consumers, which put the category firmly at the top of the growth rankings,” she says.
“It would appear that this could have translated to some extent into product sales, as health and beauty products ranked second highest in online sector performance over the three-month period."