Mobile visits to retail websites reach tipping point
The latest IMRG Capgemini Quarterly Benchmarking Report has revealed that while 52% of visits came from mobile from May to July 2014, 36% of UK online sales were completed on a smartphone or tablet device – a figure that rises to 40% for clothing and apparel merchants.
Of sales completed on a mobile device, smartphones accounted for around 18%, while tablets accounted for 82%.
The report’s other findings show that visitor bounce rates rose to 28% in the period, up from 25% in the previous quarter. IMRG and Capgemini said the rise was likely to be the result of increased mobile traffic.
In addition, checkout abandonment rate reached a record low of 27%, down from 36% in the previous three month period.
Tina Spooner, chief information officer at IMRG, said: “Considering that as recently as 2010 mobile visits to e-retail sites accounted for less than 3% of traffic, this latest milestone represents staggering growth of 2,000% over the past four years. These results clearly demonstrate that retailers’ investment in mobile optimisation is encouraging consumers to adopt mobile devices as a shopping platform.”
The report also revealed that the total estimated online spend during the three month period was £24.2 billion, with £8.7 billion spent via smartphones and tablet devices.
Alex Smith-Bingham, vice president and digital devices leader at Capgemini, said: “As retailers further develop their m-commerce platforms and as the technology becomes increasingly more sophisticated, we’ll see the role of the desktop in our day-to-day shopping cycle diminish. It will be very interesting to see just how wide the gap between mobile and traditional e-retail will become in 12 months’ time.”
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