IMRG: Mobile Retail Overtakes Desktop for 1st Time

A new report from IMRG Capgemini has revealed that visits to retail websites via mobile devices have overtaken desktop traffic for the first time ever.

Mobile commerce now accounts for over a third (36%) of UK e-retail sales – rising to 40% for clothing and apparel websites, and 52% of traffic to retail websites now coming via smartphones and tablet devices.

During Q2, there was a 6.5% increase in online sales via smartphone, and 29.5% inclrease via tablet. Also, checkout abandonment rate currently sits at a record low of 27%.

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Tina Spooner, Chief Information Officer at IMRG, said: “With over half of all e-retail traffic now coming via smartphones and tablet devices, the latest Quarterly Benchmarking results reveal a huge landmark in the growth of mobile commerce."

She continued: “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 4 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 Q2 (May to July) was £24.2bn, with £8.7bn spent via smartphones and tablet devices.

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