A report by industry analyst’s IMRG has shown a dramatic rise in online purchasing being made via mobile and tablet devices, accounting for 51% of online purchases.
This is big news for the retail industry. The increase comes from only 40% of purchases being made on mobile devices last year, inspired by consumers becoming more comfortable with purchasing items through their phones and tablets. Retailers have made a serious push to optimise mobile platforms for consumers, and the results are evidently positive.
Tina Spooner, chief information officer at IMRG explained to Internet Retailing: “Smartphones have played an important role in the overall online shopping process for a long time – often used for research and comparison on the go – but over the past year they have really started to become a major component of the checkout process too and that is what is driving this leap in mobile penetration. In January sales via smartphones grew 95.6% year-on-year for example – over 7x the rate of those via tablets.”
She continued: “In 2014 the rate of growth via smartphones appeared to be slowing down, but in 2015 it shot up again. The main reason for this is likely to be related to the design trend for larger screens, but many mobile retail sites have improved significantly to give a far better experience and inspire confidence in shoppers. There is also the fact that we increasingly use our smartphones for managing so much of our lives – it’s only logical that completing purchases on retail sites would gravitate over to these devices as well.”