Retail sales via smartphones soared by a massive 101% in March, according to the latest IMRG Capgemini eRetail Sales Index.

The report shows that the divergence between tablet and smartphone sales continued this year, with sales via former growing just 6% on the same period last year.

In Q1, smartphone usage grew almost nine times that of tablets with 96%, compared to just 11% for tablets.


This trend is thought to have been triggered by the development of larger screen sizes, enhancing the shopping experience on mobile phones.

The news comes as IMRG reported a 15% rise in online sales in Q1 2016, compared to 8% in the same period last year.

March was a solid month for online sales growth, with the Index increasing 11% and average basket values averaging £82.

A strong performance was also witnessed across a number of sectors with accessories performing particularly well, recording a 58% year–on-year growth – its highest since May 2015.

Richard Tremellen, retail insight and data specialist at Capgemini, commented: “Double digit growth for online sales in Q1 2016 is a hugely positive sign for the sector, and one which is further strengthened by an increase in the average amount spent online during the period. There appears to be a sizeable shift in consumers’ confidence in online shopping.”

Tina Spooner, chief information officer, IMRG said: “Sales via smartphones continue to surge ahead, growing at nine times the rate of sales completed on tablet devices during the first quarter of the year. There is no doubt that larger screen sizes have enhanced the user experience on smartphones over recent years which is a key factor in the shift towards shopping on these devices.