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The average adult spends the equivalent of 11 days a year “window shopping” – on their phone, researchers have found.
We typically spend five hours a week scrolling through websites and social media pages looking for items to buy.
For many, three quarters of them “enjoy” their digital window shopping is a hobby, according to a survey of 2,000 people.
A fifth admitted that they just love to dream about owning the different things they see.
But 69 percent of shoppers go a step further and put items in their baskets, each with an average of £ 225 in long-awaited items waiting to be checked out.
That adds up to a total of £ 8 billion in virtual baskets across the UK – although only 41 percent of that is bought.
Amber Venz Box, co-founder and president of the shopping app LTK (LikeToKnow.it), who commissioned the study to open their influencer-run concept store on Oxford Street, London, said: “The research confirms that shopping on our mobile devices is the preferred way of shopping.
“The problem is, there is so much choice, not enough curation, and a lack of context, which leads to endless scrolling, random wishlists, and consumers lost in the experience.
“Creator-guided shopping is the future of retail.”
The study found that Brits now spend more time “window shopping” online each week (five hours) than in actual shop windows (less than four hours).
You’ll also be spending more money on your cell phone each month than you would in brick and mortar stores, parting with £ 79.50 online and £ 66 in real life – with no grocery shopping.
This could be due to social media, with 28 percent admitting they’re likely to search for items to buy after seeing influencer posts about them.
And 43 percent would even say that their actual buying habits are influenced by social media influencers, as they are more likely to buy something that has been shared online.
The study conducted through OnePoll found that those who use social media spend an average of £ 206 each year on items promoted by influencers on the platforms.
Amber Venz Box added, “Shopping has changed dramatically in the last 18 months and creatives have established themselves as the most influential buying drivers on the internet.
“We consciously follow YouTubers we have an affinity with, and for so many, they’re the best place to get recommendations that are tailored to you and your lifestyle.”
LTK creates an influencer-led shopping experience on Oxford Street to bring influencers into real life from our digital feeds.
The event will feature shop window displays curated by top style creators including Nadia Anya, Estare, The Fashion Bug Blog, Lily Melrose, Josephine’s Looks, Sophie Milner and Anisa Sojka, with QR codes to shop the looks .
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