In the United Kingdom, an astounding 57 million people have made at least one purchase using a mobile phone. That’s enough to fill the London Tube network 11 times over every single day!

Mobile has changed the way we shop, and retailers must pay attention to these consumer behaviours and expectations to keep pace.

We wanted to learn a bit more about how consumers today use mobile devices to shop and buy, so we conducted a survey of 1000 UK consumers. Much of our analysis focuses on three demographics – millennials (ages 18-34), Gen Xers (ages 35-54) and baby boomers (ages 55 and above). From their answers, we gleaned some of the most prominent mobile trends for adult shoppers in the UK.

As mobile shopping gains ground, consumers expect a retailer’s mobile site to be fast, helpful and easy to use. If your mobile experience can’t keep up with demand, chances are there’s a competitor’s site that will. Don’t leave that revenue on the table. Let’s take a closer look at what shoppers want and how to deliver.