Mobile retail accounted for 32% of online sales towards the end of 2013. According to the IMRG Capgemini Quarterly Benchmarking (Q4 2013/14) report, November 2013 to January 2014 saw smartphones claim 6% of online sales, and tablet devices used for 26% of e-retail sales during the quarter. Overall, the figures represent 18% growth in mobile retail between Q3 and Q4.
Tina Spooner, chief information officer at IMRG, commented: “With an estimated 12m tablet devices sold in the UK alone last year, and 70% of UK consumers now owning a smartphone, it’s not surprising that the penetration of mobile commerce has reached a third of the UK online retail market. In fact, the latest Quarterly Benchmarking results reveal the penetration of mobile retail has surged 2,000% in just three years. Consumer confidence in mobile retail continues to increase, and improvements in mobile optimisation and the user experience are certainly factors in this.”
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