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BizReport : Ecommerce archives : April 24, 2012

IMRG: UK mobile shopping up 254% YoY

The latest data from the IMRG Capgemini e-Retail Sales Index shows healthy growth in UK ecommerce in March and a growing mobile channel.

by Helen Leggatt

imrg_logo.gifGood weather and Mother's Day have boosted consumer online spending in the UK in the first quarter of 2012. According to IMRG shoppers spent $9.3 billion online in March, growth of 14% YoY and 9% on the previous month.

The use of mobile devices to shop was shown to have grown an impressive 254% YoY, although the conversion rate remains low. While there was an increase in March 2012 mobile conversion rates, doubling from March 2011's 0.7% to 1.4%, it is still way behind the 4.13% conversion rate from desktop PC users.

Andy Mulchahy, IMRG's head of communications, believes this is partly due to consumers using their devices primarily for price comparison or locating stores.

"It is very interesting to have the growing significance of m-commerce confirmed, and should encourage retailers to factor in mobile devices to their total retail strategy," said Chris Webster, head of retail and technology at Capgemini. "The growth rate is important, but so too is the conversion rate, mobile customer experience must be improved to harness its potential."

Last month, mobile marketing agency Somo released research findings that revealed just 10 of the UK's top online retailers cater for tablet shoppers. Furthermore, just 26% of the IMRG/Hitwise Top 100 Online Retailers had an iPad app and even less (20%) had Android tablet apps. Some stores haven't even caught up with smartphones with 43% having no iPhone apps and 63% with no Android app.

"These companies have to start looking at the role that mobile plays in their customer journey; at the moment they're missing a trick," said Nick Hynes, Chief Executive Officer at Somo.

Tags: apps, ecommerce, mcommerce, mobile, mobile marketing, retail, smartphone, UK

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