• Fashion-related searching on-the-go has fast become the new number one trend, with over a third of Brits searching for fashion content 3-5 times per day. 
  • Searching for the latest must have items for their wardrobe is most popular during work hours according to the new research from EE, followed by on the commute to and from work, virtual shopping on the high-street and even some during gym sessions. 
  • Findings suggest the growth of ‘style seeking’ behaviour is linked to the popularity of content creators and celebrities on social media, as over half of Brits search for items to replicate an outfit they’ve seen worn by influencers online 
  • The findings come as EE launches the new Samsung Galaxy S24 with ‘Circle to Search with Google’ AI function - a game-changer for on the go searches when matched with EE’s 5G network

New research from EE has revealed that the British public is hungry for fashion, as over a third (36%) of Brits are searching for clothes, shoes or accessories every day whilst on-the-go. The data comes as the UK’s best network launches the new Samsung Galaxy S24 with ‘Circle to Search with Google’ AI function - a game-changer for on-the-go shopping searches.

Brits are searching on average 3-5 times per day, with most admitting to fashion shopping during work time when hunting for the latest item to add to their wardrobe; followed by the commute to and from work, and even some during gym sessions. 

The findings reveal the growing trend of style seekers stems from fashion-related content featuring on social media sites such as TikTok, Instagram and Pinterest, with searches only anticipated to grow further as Brits looks for inspiration during the fashion week season.

Online influencers are truly living up to their name according to the data, as 57% of respondents admitted the primary reason they search for clothing or accessories on-the-go is to recreate a look or find a specific item they’ve seen on a content creator or celebrity. 

Whether Brits are looking to replicate the extravagant looks of Dua Lipa or Harry Styles, the research shows that they’re looking to purchase lavish goods that celebrities wear for accessible prices. With nearly a quarter (24%) of respondents citing their main reason for style searching is to compare and find deals on clothing worn by celebrities, online.

However, Brits’ daily on-the-go searches don’t necessarily lead to more purchases - with many fashionistas looking for ways to ‘shop their wardrobe’ and combine items of clothing they already own to create new, chic looks without spending extra cash. Over a third of participants (36%) said that their searches only ‘occasionally’ lead to them purchase an item, and an additional 36% suggested they only search to check the price of items they see online.

The data comes as the all-new Samsung Galaxy S24 Series with its ‘Circle to Search with Google’ feature becomes available to purchase on EE, the UK’s best network. The revolutionary new AI search feature will allow style seekers to search for the hottest trends with the swift twirl of a finger, without the need to manually type and pull up apps, helping them to keep up with the world of ever-changing fashion and trends whilst on the move. Circle to Search also works if users are already in another app reading messages or browsing the web, with them easily able to get back to what they were doing without breaking their flow.  

Alistair Wilson, Director of Devices and Partnerships at EE, said: “It’s clear, that using our smartphones to keep up with the ever changing world of fashion is becoming more prevalent than ever before. With EE’s superfast 4G and 5G connectivity in more places, and Samsung’s new Galaxy S24 series with innovative circle-to-search feature – users will find it even easier to research and identify the top trends they’re looking for, whether they’re at home, work or on the move.”

The Samsung S24 range is available on the EE network, ensuring Brits’ new search tools are supported by the UK’s best network, with new and upgrading customers able to save up to £423 when trading in any old Samsung phone in any condition.

For more information on the new Samsung Galaxy devices from EE, please visit 



Research polled by Censuswide - 2,013 nationally representative UK respondents 16+.  

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About EE 

EE is one of UK’s largest subscription businesses, backed by the UK’s biggest and fastest mobile network, offering superfast connections in more places than any other operator. 

Built on the foundation of decades of mobile and broadband leadership, EE is on a mission to be the most personal and customer-focused technology brand in the UK by playing a more meaningful role in customers’ lives, with a suite of exciting products and services open to all UK consumers, available via a new ‘EE ID’ digital platform. 

 EE’s mobile network continues to receive extensive recognition including UK's best overall network by RootMetrics® every year since 2014, as well as being named Network of the Year at the 2022 Mobile Industry Awards.

 EE is committed to offering first class service in the industry and has over 400 stores across the UK. EE remains the only mobile provider to answer 100% of customer calls in the UK and Ireland and was recognised as the UK’s Best Large Contact Centre by the UK Customer Experience Awards 2018 and Welsh Contact Centre Awards 2019. 

 EE was awarded The Sunday Times’ Best 100 Companies to Work for in 2018 and 2019, as well as being named Best Employer 2018 by the European Contact Centre & Customer Service awards. EE won Best Repair Service and Best Network Provider at the Mobile Industry Awards in September 2023 and was recognised as the provider that does more than any other to deliver a great service.

 EE is part of BT Group's Consumer business unit which provides products and services to all of BT’s consumer customers in the UK.

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