According to figure from IMRG, 45% of online purchases in the UK were made on mobile devices such as smartphones and tablets in the third quarter of 2015.
The findings, from the IMRG Capgemini Quarterly Benchmarking Index, suggest the launch of the iPhone 6 may have boosted the numbers. Previously, sales on mobile stood at 42%.
The study also found that mobile traffic was still strong and growing, with mobile growing accounting for 63% of all browsing traffic.
Tina Spooner of IMRG says: “With almost two-thirds of traffic to retail websites now coming via mobile devices, it is clear that smartphones and tablets are now the preferred choice for the majority of online shoppers. The launch of the iPhone 6S and 6S Plus appears to have had a positive impact on m-retail penetration, with 45% of online sales now coming via mobile devices during the third quarter, up from 37% during the same period last year. Significantly, a tipping point was reached for apparel retailers, with smartphones and tablets now accounting for half of all ecommerce sales.”
Alex Smith-Bingham, head of digital, consumer products and retail at Capgemini said: “Thanks to the advanced functionality of today’s smartphones, m-commerce has come a long way in a relatively short amount of time. Utilising the available technology retailers are able to create a more intuitive, frequent and convenient experience than on a PC, so it’s no surprise more customers are choosing to make purchases on their smartphones.”
