Cross device path to purchase by age and device in the United Kingdom (UK)

This statistic gives an insight on mobile devices used by different age groups to start and end purchases online in the United Kingdom (UK) in December 2014. Younger people were more likely to use their mobile devices to start their shopping journeys than older people. That month, 18% of UK millenials (from the age 18 to 34) used their smartphones to start their purchases, making it more than double the percentage of people from age group 35 to 54 years, who were more likely to start their path to purchase on a tablet (13%), rather than a smartphone (7%).

Share of mobile users using their devices to start and finish purchases in the United Kingdom (UK) in December 2014, by age and device

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Release date

March 2015


United Kingdom (Great Britain)

Survey time period

December 2014

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