Europe

Mobile Accounts For One-Third Of UK Online Retail: Report

Smartphones and tablets during the first quarter of 2014 were used to initiate 34 percent of online retail sales in the United Kingdom, with 48 percent of visits to retailers’ websites being done with smartphones and tablets, a new research report shows.

A year earlier, 20 percent of online sales were done with mobile devices, while in 2010 the penetration was jus 1 percent, according to the IMRG Capgemini Quarterly Benchmarking report.

Visits to merchants’ websites using mobile devices are also up from 30 percent a year earlier and from 45 percent in last year’s fourth quarter, according to the report.

“The latest quarterly benchmarking results highlight the increasing importance of mCommerce to online retailers in the UK,” Tina Spooner, IMRG chief information officer, said in a statement. “The widespread adoption of mobile devices is helping to drive growth in m-retail visits to a tipping point and, although growth in mCommerce itself is settling, this is unsurprising when we consider these results are coming off an increasingly higher base.”

For more on mobile trends, visit the PYMNTS.com Mobile Commerce Insider Series.

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