55 per cent of British males use apps to support their purchase decisions, in accordance with a survey from Rakuten Linkshare.

Cash-back apps were most the preferred category, utilized by over 1 / 4 of fellows under the age of 45.

20 per cent of fellows aged 18-35 have a barcode scanner app on their phone, and 16 per cent use dedicated shop apps from specific brands, while 19 per cent of 26-35 year olds use QR code apps.

“Men’s fashion online is enormous business and types shouldn’t underestimate the ability of the digital channel to persuade this market,” said Rakuten LinkShare MD Mark Haviland. “Men have cash to splash online and their smartphones and apps are a necessary element of this retail journey. By adapting to an omnichannel strategy, fashion brands have a miles greater chance to make an impact and drive sales with this key audience.”

The study also found that 42 per cent of young men could be encouraged to shop for if targeted with an ad that offered free delivery or a coupon.