Rail commuters have become a significant target market for online shopping, thanks to a recent study that showcased the booming trend of on-train commuter commerce. The study revealed that in the past year alone, on-train shopping by commuters reached a staggering £2.6 billion, with projections suggesting a massive 75% increase to £4.6 billion by 2022. This growth underscores the importance of fashion retailers focusing their efforts on capturing the attention of rail commuters.
With the continuous advancement of technology, the prevalence of powerful smartphones and improved connectivity has made shopping during train journeys more convenient than ever before. A significant 51% of rail commuters partake in online shopping while traveling, illustrating the immense potential this demographic holds for retailers.
On average, each transaction made by a rail commuter while on the go amounts to £28.19, totaling an average daily spending of £4.87. These figures are expected to rise steadily over the next few years, indicating a noticeable uptrend in on-train shopping. The collective spending power of rail commuters significantly contributes to the UK economy, with a substantial £140.4 billion attributed to their expenditures across various industries.
Various factors motivate rail commuters to shop online during their travels, including having ‘free time,’ seeking convenience,’ battling ‘boredom,’ and simply enjoying browsing through products. The study also pinpointed the evening commute period between 16:00 and 20:00 as the most popular time for on-train shopping, closely followed by the morning rush hour between 06:00 and 10:00.
For retailers looking to tap into the rail commuter market, prioritizing mobile optimization of websites and apps is crucial to enhancing the shopping experience. Seamless mobile platforms and improved connectivity are key elements that can boost the frequency of on-train shopping. The study emphasizes that retailers who successfully target rail commuters stand to benefit significantly in the fiercely competitive fashion market.
To further explore the impact of rail commuters on online shopping trends, check out these in-depth articles:
1. How Rail Commuters are Reshaping Online Shopping Trends
2. The Rising Trend of E-commerce Among Rail Commuters
