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BizReport : Ecommerce archives : February 25, 2015

UK: 40% of online sales made via mobile device

Growing consumer confidence in mobile technology is driving buying via smartphones and tablets, according to new data released by IMRG.

by Helen Leggatt

Forty percent of online sales in the U.K. are now made via a mobile device such as a smartphone or tablet, according to the latest IMRG Capgemini Quarterly Benchmark which covers November 2014 through January 2015. That figure represents an increase from the previous quarter (37%) and from the same quarter a year ago (32%).

The majority of mcommerce sales were via tablets (75%) and the remainder via smartphone.

According to Adgild Hop, retail director at Capgemini, it may not be too long before smartphone mcommerce overtakes tablets as tablets approach a plateau in use.

"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," said Hop.

Tina Spooner, chief information officer at IMRG, observes that while smartphones are generally viewed as research tools as opposed to being used to make purchases, the number of mobile sales made via smartphones has increased significantly - from 1 in 5 to 1 in 4 within just 12 months. Similarly, mobile conversion rates have also risen significantly.

"The quarterly growth of smartphones as a shopping channel may only be slight, it is however very significant," added Hop. "Over the last few years, retailers have taken huge steps in improving their smartphone shopping platforms, making them more user intuitive and more secure for customers. Coupled with greater connectivity, consumers are more confident than ever in using their smartphones to make complete purchases and not just for online window shopping."

Image via Shutterstock

Tags: ecommerce, mcommerce, mobile, U.K.

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