The rise of smartphone usage in the shopping process shows no sign of abating, judging by figures released today by Google and the British Retail Consortium (BRC).

Online fashion retail appears to be particularly fuelled by mobile users, with the data showing that the number of people in the UK using their smartphones to search for apparel jumped 54% year on year in the first quarter of 2015.

Meanwhile, the use of tablets in online fashion shopping journeys increased by 11% over the same period.

Helen Dickinson, director general of the BRC, commented: "The latest BRC-Google figures show that UK consumers are making greater use than ever of handheld devices to shop online, particularly where it comes to buying clothes.

"British shoppers are also increasingly looking abroad as well as at home to buy their clothes, with a 9% rise in consumers searching online for overseas clothes retailers. This trend also applies however to shoppers abroad with a 10% rise compared to last year in the number of consumers in other countries searching online for UK apparel."

Another report out today suggests that mobile shoppers are the primary click & collect shoppers.

The IMRG CollectPlus UK Click & Collect Review 2015 suggested that the UK's propensity to shop online using a mobile device is a clear future indicator towards the rise in popularity of click & collect services, which include pick-up points in-store, at a local convenience shop or via lockers that are situated within various retail locations nationwide.

According to the report, click & collect will continue to grow at a rate of 20% per year.

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