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More than half (52%) of people who shopped for clothes online in the past year used a mobile device to make at least one purchase, according to recent research from Criteo.

The report was based on data from 5 million transactions made on the websites/apps of 200 US fashion retailers as well as data from a survey of 1,500 US shoppers.

Some 86% of online shoppers used a desktop computer at least once to buy clothes in the past year, and 52% used a mobile device.

Most (57%) online shoppers who used desktop computers to make fashion purchases use only that device, whereas 79% of smartphone shoppers and 87% of tablet shoppers use multiple devices.

The types of fashion products purchased most by consumers varies by device, the analysis found.

For example, T-shirts are the most popular fashion item purchased on smartphones, whereas shoes are the top item for desktops and tablets; pants are the top in-store fashion purchase.

Consumers use desktop computers more than average during the workweek to make fashion purchases; they use smartphones/tables more than average during the weekend.

About the research: The report was based on data from 5 million transactions made on the websites/apps of 200 US fashion retailers as well as data from a survey of 1,500 US shoppers.

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji