Mobile accounts for 40% of all online retail sales
According to the latest research from IMRG and Capgemini, this figure is up from 37% in the previous quarter, and marks the steepest quarterly rise in the rate of mobile retail penetration since Q4 2013/14, when mobile devices accounted for 32% of online sales.
The figures also show that confidence in using smartphones for buying online seems to be growing with 25% of mobile sales completed through the devices and 75% through tablets over the past three months. This compares with a split of 80% for tablets and 20% for smartphones a year earlier in Q4 2013/14.
Adgild Hop, retail director at Capgemini, said: “Whereas smartphones continue to evolve in leaps and bounds, tablet devices are reaching what could be considered a plateau, and to an extent merely serve as a replacement to the home PC. With ongoing investments, ever-expanding screens, and increasingly ubiquitous connectivity, I don’t think it will be too long before smartphones overtake tablets as the prominent mobile shopping device. However, the potential impact of the smartphone on the in-store shopping experience will be a key area of innovation and development in the coming months.”
Tina Spooner, chief information officer at IMRG, added: “The smartphone has generally been regarded as a research tool for comparing prices and checking information primarily. Yet the number of m-retail sales completed via these devices has risen from one in five to one in four in the space of a year, and we’ve seen mobile conversion rates rise significantly over the same period as UK shoppers now clearly feel confident in using their smartphones for completing purchases.”
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