The percentage of UK online retail sales made through smartphones and tablets exceeded 50% for the first time in Q4 2015/16.
According to IMRG Capgemini Quarterly Benchmarking, 51% of UK online retail sales were made via a mobile device in Q4, up from 45% in Q3 and 40% in the same period the previous year.
Tablets accounted for a third (33%) of total UK online sales in the period, smartphones for 18% and desktops/laptops for 49%,
Tina Spooner, chief information officer at IMRG, said: “Smartphones have played an important role in the overall online shopping process for a long time – often used for research and comparison on the go. But over the past year they have really started to become a major component of the checkout process too, and that is what is driving this leap in mobile penetration. In January, sales via smartphones grew 95.6% year-on-year – over 7 times the rate of those via tablets.”
She added: “The main reason for this is likely to be related to the design trend for larger screens, but many mobile retail sites have improved signifiantly to give a far better experience and inspire confience in shoppers. There is also the fact that we increasingly use our smartphones for managing so much of our lives – it’s only logical that completing purchases on retail sites gravitates over to these devices as well.”