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BizReport : Ecommerce archives : December 09, 2015

IMRG: New iPhone cited as driver of online sales via mobile

Data for the third quarter of 2015 from IMRG reveals that 45% of online sales were made via a mobile device thanks, in part, to the release of the iPhone 6S.

by Helen Leggatt

The latest IMRG Capgemini Quarterly Benchmarking Index reveals that the number of online sales being completed on a mobile device, such as a smartphone or tablet, has risen. While remaining static at 42% for the first two quarters of the year, the figure rose to 45% in Q3 2015.

According to Tina Spooner, IMRG chief information officer, "the launch of the iPhone 6S and 6S Plus appears to have had a positive impact on m-retail penetration".

Visits to retail websites from mobile devices also rose in Q3 to 63% from 60% in the previous quarter.

However, while traffic and conversion rates from mobile devices are increasing, the same can not be said for bounce and sale completion rates. IMRG found that mobile devices account for the highest bounce rates (35.4% for smartphones) and checkout abandonment rates are 52% higher on mobile than on desktop or laptops.

Image via Shutterstock

Tags: iPhone, m-commerce, m-retail, mobile, research

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