E-commerce is increasingly being driven by shoppers using mobile devices, according to the latest research from IMRG and Capgemini.
Four out of every 10 transactions over the internet came from tablets and smartphones in the fourth quarter of 2014, up from 37% in Q3.
Growth of sales from mobile devices accelerated at its fastest rate since tracking began.
Confidence in using smartphones for buying online also appears to be increasing – with 25% of mobile sales completed through these devices and 75% through tablets over the past three months. This compares with a split of 80% for tablets and 20% for smartphones a year earlier in Q4 2013/14.
Tina Spooner, chief information officer at IMRG comments: “The impact of mobile on general user behaviour has been extremely significant – most of us now carry our phones around 24/7 and regard these devices as being a central part of everyday life.
“In an online shopping context, the smartphone has generally been regarded as a research tool for comparing prices and checking information primarily. Yet the number of m-retail sales completed via these devices has risen from one in five to one in four in the space of a year, and we’ve seen mobile conversion rates rise significantly over the same period as UK shoppers now clearly feel confident in using their smartphones for completing purchases.”